Five tips on what to include in your monthly newsletter

Email marketing remains one of the most effective ways to reach your existing audience and new audiences in 2025. Sending emails on a weekly or monthly basis is a great opportunity to showcase to your subscribers and customers big business updates, product or service offerings and industry news.   

Furthermore, email marketing is a great investment opportunity, A UK article at the start of 2025 reports that UK businesses typically see a return of £42 for every £1 spent on email marketing. Now, this of course differs from industry to industry, but it proves how effective the right email strategy can be, and something to consider implementing for small to medium sized businesses due to a great ROI. 

Here are five tips to help you succeed in moving forward. 

Tip 1: Brand authority  

Brand authority should be stamped all across your email, from your tone of voice, colour palettes, fonts and logos. Why? Because 66% of people find that branded emails change their perception of the business, so getting it right is very important. Therefore, implementing these consistently across your emails and templates will not only help build trust and recognition with readers and customers, but also help readers instantly identify that your email is legitimate.  

Unfortunately, due to a rise in email marketing, phishing has also risen, leading users and software companies to increase their safety and online settings. Stamping your brand authority within your emails reassures your audience that the content they’re reading is authentic, valuable and worth their time. 

Tip 2: Correct structure  

A newsletter or email that flows smoothly is more likely to keep readers engaged from start to finish. Use a clear and easy-to-scan structure with headings, short paragraphs, and visual breaks. 

Struggling to come up with newsletter content ideas? Begin with a strong introduction, something big that has happened either in the industry or something you want your readers to know. For example, AI is currently taking the web by storm and is affecting industries very differently, making it an attention-grabbing, relevant topic that will immediately hook readers into your email. Then you can continue to highlight other main features or updates, and end with a clear call to action. Whether that is directing traffic to your website or contacting you directly. 

Word count is also important. You must always remember to avoid adding too much text. Emails that consist of over 200 words have a much lower CTR, due to the sheer amount of copy putting readers off. This, in turn, will have a knock-on effect that might prevent them from clicking on your call to action (CTA) and other parts of the email. 

Tip 3: Personalised email marketing 

One of the biggest trends in 2025 for email marketing is personalisation. personalising your emails improves open rates by 29% and click-through rates by 41%. This is the key to cutting through crowded inboxes.  

On average a person will receive up to 80 emails a day, so it's crucial to ensure that your email is top of that list by addressing readers by name and tailoring content to their interests, past behaviours and industry. Without adding these types of personalisation to your message, it is at risk of blending in with every other average email, which is likely to decrease open rates and engagement. 

Tip 4: Blogs and articles  

Adding sections into your email that help direct readers to your blog page is an excellent way to showcase your expertise, share insights and position your brand as a thought leader in your industry. However, this will only work if you have strong blog content on your website that discusses industry topics.  

Furthermore, implementing short snippets or features of existing blogs will continue to support directing traffic to your website. This gives readers a small taste of the theme you’re discussing and then allows them to click on the snippet to find out more on your website. 

Tip 5: Strong call to actions  

Every newsletter you send out should have a clear CTA. Whether it’s to read a blog, shop for a new product or to contact the sender, it makes it as easy as possible for readers to take the next step.  

Your reader is less likely to convert if your email is convoluted with different sections that don’t flow. Use buttons and hyperlinked text within your emails to guide readers to the desired location. This will result in you seeing - an increase in click through rate, as opposed to sporadic CTAs scattered throughout. Your aim is to create a frictionless experience for readers. 

Moreover, without well-structured content and clear CTAs, there’s a risk that previous readers may lose interest, choose not to open future emails or even unsubscribe entirely.  

Need support with your email marketing or looking to start email marketing? 

If you’re thinking of setting up an email campaign, a monthly newsletter or need help with your existing newsletter, contact our email marketing experts to find out how we can support you on this journey by increasing website traffic, open rates and click rates.