A good email newsletter should be a crucial part of your inbound marketing strategy.
E-newsletters allow you to build trust with your audience, and keep top of mind with potential vendors or buyers.
Unfortunately, you’ve probably received uninspiring emails that have the latest property listings or some generic advice crafted by someone else. How drab!

Let’s discuss how to build a quality newsletter that will get your database talking.

1) Write an enticing subject line

The average office worker receives 121 emails per day. And subject lines can be the difference between an open or a delete of your message.

“Keep it short and sweet,” writes HubSpot’s Olivia Allen.

“Email subject lines will get cut off if they’re too long, particularly on mobile devices. And with up to 77% of email opens taking place on mobile, we recommend using subject lines with fewer than 50 characters to make sure the people scanning your emails read the entire subject line.”

The mobile consideration is a goodie. Good emails subject text should feel like a tweet: quick and scannable.

Try asking a question (and focusing on their pressing needs or challenges), creating urgency or creating curiosity.

Urgency is potent because you are working on people’s FOMO.

Fear Of Missing Out is a very real fear for consumers, especially on social media.

If you are holding a webinar, an exclusive open home or networking event, then create a sense of urgency in your subject line.

  • Limited time viewing
  • Don’t miss out
  • Offer ends Sunday night

TripAdvisor invokes curiosity well.

Screenshot 2019-01-26 15.44.18

This interesting question appeals directly to my love of travel, which would also include where to stay.

If you were sending out an email to your database of buyers or clients, then why not something like:

“And the most expensive Melbourne suburb is…”

“Revealed! Hawthorn’s richest street”

Or entice your reader with an interesting fact, market information, or a story that would pique their interest.

2) Curate the right content

Your email newsletter doesn’t have be full of your hand-written blogs.

Your mission, as a publisher of an email newsletter, is to curate information that will inform, entertain and educate your readership within your area of expertise, so, in turn, you will become top of mind when they make a buying decision.

Note that I didn’t say “write all original content”.

Your newsletter should contain a mixture of content that you’ve found through other sources (social media, industry websites, newspapers and more), and your own.

Buzzsumo.com and Scoop.it are free tools to find trending, popular content across the web on particular topics. Their functionality is limited unless you upgrade, but worth a play.

To start with, I’d activate the Google Alert tool. You can get the latest news articles emailed fresh to your inbox each day or week. Let Google do the work for you.

As a general rule, I’d suggest having 4 educational articles with one call to arms for each newsletter. Which brings us too….

3) Concise calls to action

Email newsletters are about educating. But, just like every blog (link to page), you should have a clear instruction about what you want your reader to do.

I’ve experimented with having calls to action at the start and at the end of emails. The data suggests putting your instruction at the very top, as people aren’t necessarily going to read to the end.

If someone is on your mailing list, they already know who you are. Now isn’t the time to try high-pressure sales copy. Make it low risk, like these examples:

  • Book a call
  • Register for our webinar
  • Download our report / e-book / white paper
  • Reserve your networking invitation
  • Sign up for our blog

Like your subject line, keep CTAs short and snappy.

Who does this well:

Zoom, a video conference software, has defined calls to action. Like this one, which is asking for you to ‘be on the guest list’ for a webinar about how to get the most out of Zoom. Isn’t this refreshing, rather than simply ‘register’?


4) Illuminating visuals

Our brain processes visuals up to 60,000 times better, according to Pixelo.

Just look at the rise of Instagram for that. And this is good news if you are in the real estate industry.

Including high-resolution images of your latest homes, development or construction projects is an easy tactic to get your readers’ attention.

Use a feature image at the top of your newsletter. And use an image to correlate for each individual article link.

If you are short on images or are looking for inspiration, then check out Pexels (pexels.com) or Unsplash, according to Carmela Mangini, owner of Brisbane-based web and graphic design firm Genus Creative. You can download a selection of images for free.

5) Tone

Having an understanding about your company’s messaging tone will help you decide what content to put into your newsletter, and what tone you write in.

Is your brand down-to-earth, serious, instructional or caring? Think about your products and services, and what industry you’re in.

An accounting firm who works with enterprise organisations might have a more serious tone than a brand for toilet paper, for example.

Who does this well

Elite Agent know their target market. They are a resource for professionals in the real estate industry. Their content is upbeat, concise and served in bite-sized chunks, as their readership only has time for/needs the most salient points. It works like a treat.

Creating an email newsletter takes a little effort, but if you get it right, you’ll be rewarded with an engaged database.

Want to get started with email marketing? Book a free strategy call here.

About the Author


Owner of Conqurve Content Marketing, ex-recruiter, sports writer and journalist.