How to design newsletters that readers actually want to open

Most newsletters fail before they’re even opened. Poor subject lines, cluttered design, irrelevant content, or confusing layouts quickly send them to the trash—or worse, prompt an unsubscribe. Yet when newsletters are thoughtfully designed—with clarity, relevance, and user experience in mind—they can become indispensable to a reader’s daily routine.

In a world of packed inboxes and short attention spans, good design isn’t just aesthetic. It’s strategic. Publishers who treat their newsletters like products—something readers actively choose to open—stand a far better chance of driving long-term engagement, loyalty, and revenue.

So what separates an email people look forward to from one that gets deleted without a glance?

Start with a reason to exist

Every successful newsletter begins with a clear value proposition. What job does it do for the reader? Does it summarise the day’s news, offer expert insight, or highlight niche stories no one else covers?

Before design even begins, publishers must define the purpose of the newsletter—and then communicate that value in every edition. This purpose should shape the tone, format, content mix, and even the send time.

If the reader can’t answer the question, “Why do I subscribe to this?”, then it’s already failing.

Subject lines are your first design challenge

The subject line is often treated as an afterthought—but it’s arguably the most important element. It decides whether the email is opened, ignored, or deleted.

Good subject lines are clear, specific, and consistent. They shouldn’t rely on clickbait or vagueness. Instead, they should reflect the core value of that edition in a way that’s quick to scan and easy to trust.

Regular features (e.g. “The Briefing”, “Editor’s Picks”) help establish familiarity, while short, keyword-rich phrases improve mobile readability. Testing subject lines over time can provide insights into what drives action—and what doesn’t.

Prioritise clarity and hierarchy

Readers don’t read emails—they scan them. Strong newsletter design uses hierarchy to guide the eye: bold headers, short intros, and clean sections that make it easy to find what matters.

Use a consistent layout with clear visual separation between sections. Stick to one or two typefaces, avoid over-formatting, and make sure there’s ample white space. Visual clutter leads to cognitive fatigue, which leads to readers clicking away—or unsubscribing entirely.

A newsletter that looks overwhelming is overwhelming. Keep it simple.

Make the experience mobile-first

Over 50% of newsletters are opened on mobile devices—often in short bursts of downtime. Yet many newsletter designs still cater primarily to desktop layouts, with cramped columns, tiny fonts, or oversized images that load slowly on 4G.

Designing for mobile means:

• Large, readable fonts

• Single-column layouts

• Clear, tappable buttons or links

• Minimal use of images or overly complex formatting

Test every send on multiple devices. If it’s hard to read on a phone, it’s hard to love.

Create consistent sections and rhythms

Routine is a powerful force. Readers form habits around structure—whether that’s expecting three top stories, a quick “what we’re reading” section, or a closing quote. Consistency builds trust and makes the newsletter feel like a reliable part of the day.

This doesn’t mean every edition must be identical. But the core structure should remain recognisable, giving the reader a sense of familiarity and rhythm. Think of it as the editorial equivalent of muscle memory.

Personalise where it matters

True personalisation isn’t about dropping a name into the intro—it’s about relevance. Segmenting your list based on interests, reading behaviour, or job roles allows you to tailor content in ways that genuinely increase engagement.

If a subscriber consistently clicks on retail stories, prioritise retail content. If they open on Mondays but never Fridays, adjust the send schedule. The more a newsletter feels for them, the more likely they are to keep opening it.

Close with purpose

The end of a newsletter is as important as the beginning. Don’t just stop—sign off. This might mean a final recommendation, a call to action, or even a short human note from the editor. These closing touches reinforce tone and personality, and help readers feel there’s someone behind the send—not just a brand.

Adding small closing rituals—like a one-line quote, a reader poll, or a “before you go” section—also gives readers something to look forward to at the end of each edition.

Designing newsletters that readers actually want to open isn’t about clever tricks or flashy templates. It’s about empathy, clarity, and consistency. When you treat every edition as a product—purpose-built for your audience—you’ll start to see your newsletter not just as a distribution tool, but as a powerful engagement engine.

And the best part? Your readers will actually look forward to seeing you in their inbox.