Building a newsletter that connects with your audience takes intention and strategy.

It’s not just about sending out updates or sharing your latest news. It’s about knowing who you’re talking to, shaping your message so it speaks to them, and making sure every piece of content feels useful and relevant.

If you’d like to see more people opening, clicking, and engaging with your emails, here are five approaches that can help you get there:

1. Segment Your Audience Thoughtfully

One of the most powerful ways to improve engagement is recognising that not all subscribers are the same. When people feel the content is written for them, they’re far more likely to connect.

Think about the difference between a startup business just beginning their journey, compared with one that’s been established for 20+ years. Or the distinction between a creative freelancer building their reputation and a public figure who already has success and a platform. Their needs, challenges, and expectations are worlds apart.

There’s also an important divide between your existing clients and your leads. Your clients already know your work and trust your expertise — they’re looking for deeper insights and advanced pointers. Leads, on the other hand, are still getting to know you. They’re evaluating whether you’re the right fit and often need more foundational education and trust‑building.

Both groups are valuable members of your community, but they require fundamentally different conversations. When you acknowledge those differences and tailor your content accordingly, you create stronger connections and more meaningful engagement

How to Implement Audience Segmentation

You don’t need advanced tools or a full CRM to get started — just some thoughtfulness about how you group people. Here are a few simple ways to begin:

• Establish separate lists: Keep two or three distinct email lists based on who people are or where they are in their journey. When someone subscribes, ask them to choose the list that fits best.
• Create tailored versions of your newsletter: Craft variations of the same newsletter that speak directly to specific audiences. The core topic can stay the same, but the framing shifts depending on whether you’re talking to leads, clients, or another group. This can also be referred to as Split Testing.
• Offer preferences at sign‑up: A simple checkbox like “I’m interested in…” helps you sort people appropriately right from the start.
• Use tagging if available: If your email platform allows tagging, track interests based on what people click. It’s a nice‑to‑have, but not essential

The key is starting somewhere. Even if all you do is ask people what they’re interested in when they first subscribe, you’ll already be creating more relevant, engaging content.

2. A/B Test to Discover What Resonates

A/B testing might sound technical, but at its core it’s simply about removing guesswork. Instead of assuming what your audience prefers, you experiment with different approaches and let the data and your readers — show you what works best.

Try experimenting with testing these elements:

• Subject lines: Does your audience respond better to questions, statements, or curiosity gaps?
• Send times: Does Tuesday morning outperform Friday afternoon for your specific readers?
• Content length: Do they prefer concise updates or deeper dives?
• Tone and style: Does conversational writing work better than formal, or vice versa?
• Call-to-action placement: Does a CTA at the beginning or end drive more clicks?
• Creative: Do certain colours resonate with your audience more so than others

Start with one variable at a time. For example, test subject lines for a month, then move on to send times. Keep what works, discard what doesn’t, and gradually refine your approach based on real data. Over time, these small experiments add up to big improvements in engagement.

3. Optimise for Readability and Scannability

Even valuable content won’t engage readers if it’s difficult to consume. In an overflowing inbox, your newsletter needs to be easy to read and quick to scan.

Here are optimisation strategies:

• Use Clear Subheadings: Guide readers with headings that highlight the key idea of each section. This makes it easy for them to jump to what matters most.
• Keep Paragraphs Short: Break long blocks of text into smaller chunks. Shorter paragraphs feel lighter and are easier to digest.
• Lead With Value: Put the most important information at the top. Don’t bury your best insights — let them shine early.
• Vary Sentence Length: Mix short and longer sentences to create rhythm. This keeps the reading experience engaging and natural.

Think about how you read emails yourself. You’re likely scanning first, then deciding whether to read more deeply. Design your newsletters with that natural behavior in mind.

4. Elevate Your Creative and Design

The visual quality of your newsletter matters more than you might think. Strong design doesn’t just make your content look professional—it makes it more inviting and easier to engage with.

Ways to improve your creative:

• Choose fonts that are easy to read on both desktop and mobile devices
• Use imagery intentionally—photos, graphics, or illustrations that enhance your message rather than just fill space
• Maintain consistent branding so your newsletters are instantly recognizable
• Consider mobile experience first since most people read email on their phones
• Use color strategically to guide attention and create visual interest without overwhelming
• Create custom graphics for recurring sections to build familiarity
• Test your design across different email clients to ensure it looks good everywhere

Good design doesn’t mean complicated. Often, a clean, simple layout with thoughtful use of colour and imagery will outperform something overly elaborate.

5. Share Something Genuinely Valuable

This might seem obvious, but it’s worth stating clearly: the best way to improve engagement is consistently delivering content your audience actually finds valuable.

What “valuable” might mean:

• Actionable insights they can apply immediately to their work or life
• Fresh perspectives on challenges they’re currently facing
• Behind-the-scenes access to your process, thinking, or creative work
• Curated resources that save them time and effort
• Stories and experiences that inspire or encourage them
• Honest reflections that make them feel less alone in their struggles
• Exclusive content they can’t find anywhere else

Value isn’t just about information—it’s also about how you make people feel. A newsletter that educates while also entertaining, inspiring, or connecting will always outperform one that simply informs.

Start with Segmentation, Then Build from There

If you’re wondering where to begin, I’d recommend starting with audience segmentation. In my experience, this is where you’ll see the most immediate improvement in your engagement metrics.

When you begin speaking directly to distinct groups within your audience, you’ll likely notice your open rates climb, your click-throughs increase, and your replies become more meaningful. That success will give you the confidence and momentum to experiment with the other strategies.

Your newsletter is one of the few channels where you own the relationship with your audience. These strategies help you make the most of that direct connection. The goal isn’t perfection from day one. It’s about making steady, specific improvements that makes your newsletter something people genuinely value receiving and something you’re proud to send.

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