Start with a mailing list, not a template
Before you design anything, you need a way to collect email addresses from people who want to hear from you. This is called a mailing list or subscriber list, and it is the foundation of every newsletter. You cannot send a newsletter to people who have not agreed to receive it — that is spam, and it violates the law in most places.
The simplest way to build a list is to add a signup form to your website. This form asks for a name and email address, and stores those details in a database. When someone fills it out, they are added to your list. You can also collect addresses in person, at events, or through social media — but the person must actively choose to receive your newsletter.
Many newsletter platforms handle this for you. Services like Mailchimp, ConvertKit, and Substack all provide signup forms you can embed on your website or share as a link. They store your subscriber list, send the emails, and track who opens them. You do not need to manage a database yourself.
Key Takeaways
- A mailing list is a database of email addresses from people who agreed to receive your newsletter, and you need one before you send anything.
- Newsletter platforms like Mailchimp, ConvertKit, and Substack handle list storage, email sending, and tracking — you do not need your own server.
- Every newsletter must include an unsubscribe link so readers can leave whenever they want, and this is legally required in most countries.
- The content that works best is specific to your audience: what they actually want to read, not what you think they should know.
- Sending on a consistent schedule — weekly, biweekly, or monthly — keeps people engaged better than sending randomly.
Choose a newsletter platform that fits your needs
A newsletter platform is software that stores your subscriber list, lets you write and design emails, and sends them all at once. It also tracks opens, clicks, and unsubscribes. You do not need to own a server or hire a developer — the platform handles the technical work.
The major platforms differ in cost and features. Mailchimp is free up to 500 contacts and charges based on list size after that. ConvertKit charges a monthly fee starting around $25 and is built for creators who sell courses or memberships. Substack is free and takes a cut of any money you earn from paid subscriptions. Brevo (formerly Sendinblue) offers free sending up to 300 emails per day. Each one has different strengths depending on whether you want to sell something, build community, or straightforward share information.
Start with whichever platform lets you send for free or cheap while you are learning. You can move your list to a different platform later if you outgrow it — most platforms let you export your subscriber list as a file.
Write content that your readers actually want
The biggest mistake new newsletter writers make is treating the newsletter like a broadcast. They write what they think people should know, not what people actually want to read. A newsletter works only if your subscribers open it and read it.
Before you send your first email, think about who your subscribers are and what they have in common. Are they people interested in gardening? People who bought your product? People who follow your work? Once you know that, write about things that matter to that specific group. A gardening newsletter should cover plants and soil and pests — not your thoughts on politics. A newsletter for your customers should answer their questions and show them how to use what they bought.
Keep each email focused on one or two ideas. Long, rambling newsletters get deleted. Short, clear ones get read. Include a link to something — an article you wrote, a product, a video — so readers have something to do besides just reading text.
Design the email so it is straightforward to read
Most newsletter platforms come with templates you can customize. You do not need to know HTML or design — you can drag and drop text, images, and buttons into place. The template handles the rest.
A straightforward design works better than a fancy one. Use a clear headline that tells the reader what the email is about. Break the text into short paragraphs. Use bold or color to highlight the most important sentence. Include one main image if it helps, but do not clutter the email with too many pictures.
Test how your email looks on a phone, because most people read email on their phones. Your newsletter platform usually has a preview button that shows you what the email looks like on different devices. If the text is too small or the buttons are hard to tap, fix it before you send.
Include an unsubscribe link and sender information
By law, every newsletter must include a way for people to unsubscribe — to remove themselves from your list. This link must be straightforward to find, usually at the bottom of the email. Your newsletter platform adds this automatically, so you do not have to do anything.
You also need to include your name or business name and a physical address somewhere in the email. This can be small text at the bottom. Again, most platforms add this for you if you fill in your information when you set up your account.
These requirements exist because email marketing is regulated. In the United States, the CAN-SPAM Act requires unsubscribe links and sender information. In Europe, GDPR requires that people actively opt in before you send them anything, and you must keep records of their consent. If you send newsletters to people in different countries, follow the strictest rule.
Send on a schedule and watch what works
Decide how often you will send — weekly, biweekly, monthly — and stick to it. People are more likely to open your email if they expect it on a certain day. If you send randomly, they forget about you.
Your newsletter platform shows you how many people opened each email and which links they clicked. Pay attention to this. If one topic gets way more opens than others, write more about that topic. If a certain day of the week gets better results, send on that day.
Do not obsess over these numbers at first. When your list is small, the numbers bounce around randomly. Once you have a few hundred subscribers, the patterns become clearer. Use what you learn to write better newsletters, not to chase trends.
Grow your list by making signup straightforward
Your newsletter is only as good as the people on your list. The best way to grow is to make it obvious where people can sign up. Put a signup form on your website homepage. Mention the newsletter in your social media posts. If you write blog posts, add a signup box at the end of each one.
Tell people what they will get if they subscribe. Instead of "Join our newsletter," say "Get a weekly email with gardening tips" or "Get notified when we release new products." Be specific about what you are offering.
Do not buy email lists or add people without their permission. Those emails bounce, get marked as spam, and damage your reputation with the newsletter platform. Only add people who chose to be there.
Frequently Asked Questions
What happens if I send an email to someone who did not sign up?
That is spam, and it violates anti-spam laws in most countries. Your newsletter platform will likely suspend your account. Only send to people who actively agreed to receive your emails. If you have a list from somewhere else, you must get permission from each person before you add them to your newsletter.
Can I use my regular email account to send a newsletter?
You can send a few emails that way, but not hundreds. Email providers like Gmail and Outlook block accounts that send too many emails at once, thinking it is spam. A newsletter platform is designed to send bulk email safely and legally. Use one from the start.
How do I know if my newsletter is working?
Look at open rates — the percentage of people who opened your email — and click rates, the percentage who clicked a link. A typical open rate is 20 to 40 percent. If yours is much lower, your subject line or send time might need work. If people are not clicking links, your content or call-to-action might not be clear enough.
What should I do if people unsubscribe?
Unsubscribes are normal and expected. Some people sign up and change their minds. Others get too many emails. Do not take it personally. Focus on keeping the people who stay engaged. A smaller list of people who actually read your emails is better than a huge list of people who delete them.
Can I sell things through my newsletter?
Yes. Many newsletters include links to products, courses, or services. Just be clear about what you are selling and do not make every email a sales pitch. Most successful newsletters share useful information first, then mention something for sale. People are more likely to buy from someone they trust.