Email Newsletters That Actually Work: Tips to Boost Opens and Engagement

Ever feel like your emails are just sitting in your subscriber’s inbox, collecting dust—or worse, getting sent straight to the trash without a second glance? 😟

You’re not the only one.

But imagine this: what if your emails could stand out like a show-stopping marquee on Broadway?

Think must-open, must-read emails every time you hit “send.”

Sounds too good to be true? It’s not. And in this blog post, I’m spilling the secrets to making it happen!

Storytelling: The Secret Sauce for Memorable Emails
Let’s talk about stories. Humans are hardwired to love them—stories grab our attention, engage our emotions, and stick with us long after the last word is read. They’re like magic for your emails.

A great story doesn’t just inform—it immerses your readers, pulling them into your world and making them feel like they’re living the experience with you.

Think about the last story that truly resonated with you. Chances are, it was filled with rich, sensory details that made it come alive—painting a picture so vivid you could almost see, hear, touch, taste, or smell it.

Whether you’re sharing a behind-the-scenes look at your brand, a customer’s journey, or a personal aha moment, sensory storytelling is the key to transforming “meh” emails into unforgettable experiences. Here’s how to do it:

Sight: Use visual cues to create a scene in your reader’s mind. Don’t just say, “The garden was beautiful.” Instead, describe the vibrant, dew-dappled roses and the sunlight glinting through lush green leaves.

Sound: What does your story sound like? Maybe it’s the soft rustling of leaves on a crisp autumn day or the cheerful clatter of plates in a bustling café. Auditory details make your story more immersive.

Touch: Describe textures and physical sensations. The cool smoothness of a marble countertop or the soft, cozy feel of a knit blanket can help readers “feel” your story.

Taste: Let your readers savor the moment. Talk about the sweet tartness of freshly picked berries or the smoky richness of a campfire-grilled marshmallow to engage their taste buds.

Smell: Scents have the power to evoke vivid memories and emotions. Bring your narrative to life by mentioning the spicy aroma of cinnamon rolls baking or the crisp, clean scent of mountain air.

Pro Tip: The next time you craft an email, pick a story you want to tell and brainstorm sensory details for all five senses. Even if you only use a few, this exercise will help you create a richer, more engaging narrative.

Example in Action: Say you’re writing about how inspiration struck during a trip to a farmers’ market. Paint the picture: the cheerful rainbow of fresh produce glistening in the morning sun (sight), the lively chatter of vendors and customers mingling with the distant strumming of a street musician (sound), the rough burlap bags brushing your hands as you carry your haul (touch), the sweet, tangy burst of a ripe strawberry on your tongue (taste), and the earthy, herbal aroma of freshly picked basil wafting through the air (smell).

When you weave sensory details into your storytelling, your emails go beyond being just words on a screen—they become experiences your readers won’t forget. Give it a try and watch your engagement soar!

Coffee Chats > Corporate Jargon
Think about that friend who always makes you smile over a casual coffee chat. That’s the vibe your newsletter should have.

Ditch the stiff, corporate tone and write like you’re talking to a friend—light, conversational, and maybe with a sprinkle of humor or sass.

Let’s be real: no one gets excited about newsletters that read like a formal press release. (Snooze alert!) The most memorable emails are the ones that feel personal, relatable, and authentically you.

Sure, it might feel weird at first to hit “send” on something that’s more casual than polished, but here’s the thing—it works. And honestly, it’s so much more fun to let your personality shine through in your writing.

Actionable Tip: Stuck trying to sound natural? Talk it out instead of typing! Record yourself explaining your idea or telling your story, then pull the best bits into your draft. This trick is a game-changer for nailing that conversational tone.

Resource: Tools like Otter.ai make it easy to transcribe your spoken words into text, capturing your voice and making your newsletters sound as human as they should. Give it a try—you’ll thank me later!

TMI? More Like Totally Magnetic Insights.
Oversharing? Not quite. Strategic sharing? Absolutely. When it comes to emails, a sprinkle of your personal side—whether it’s your morning ritual for staying sane or the epic recipe fail that became a family favorite—can be the glue that bonds you with your readers. These relatable tidbits turn subscribers into loyal fans who see you as more than just a sender name in their inbox.

Actionable Tip: Add a personal touch to your next email by sharing something that connects with your audience. It could be the audiobook that’s fueling your creativity, a funny mishap that sparked an “aha” moment, or a unique quirk that makes you you. Just make sure it ties back to your brand or message. Authenticity is the secret sauce here.

Resource: Check out Show Your Work! by Austin Kleon. It’s a goldmine of inspiration on how to open up and share your personal journey in a way that resonates and inspires your audience—without oversharing.

Hook Them From the First Line
The opening lines of your email are everything. They’re your one shot to grab attention and make readers think, “I can’t stop now—I need to know more.”

Skip the formalities like “Hello [First Name]” and dive right into the action. Your opener should be so compelling it makes your audience pause whatever they’re doing (yes, even mid-sip of coffee) to keep reading.

If you’re already yawning while writing your first few lines, chances are your readers will too. Go back, trim the fluff, and lead with something bold, surprising, or emotionally resonant.

Actionable Tip: Try drafting 3-5 different openings for your email and ask friends or colleagues which one grabs their attention. Play with curiosity-provoking questions, bold declarations, or the start of a story to reel readers in immediately.

Engaging Opener Checklist:

• Does it ignite curiosity or intrigue?

• Does it clearly promise something valuable or entertaining?

• Is it punchy and easy to digest at a glance?

Remember: A strong opener isn’t just an intro—it’s your ticket to keeping your readers hooked.

Focus on Their Takeaway
Your email isn’t just about you—it’s about what’s in it for your reader. Whether it’s a helpful tip, a killer deal, or a moment that makes them smile, your email should leave them thinking, “That was worth my time.”

Before hitting send, ask yourself, “If I were on the receiving end, what would I gain from this?” If the answer isn’t clear or compelling, it’s time to review.

Always prioritize delivering value. Whether it’s teaching them something new, sharing an exclusive offer, or providing a little entertainment, make sure your emails are worth opening—and worth remembering.

Pro Tip: Position the benefit upfront. If your reader knows exactly what they’ll get out of your email in the first few seconds, they’re far more likely to stick around and keep opening your future messages.

Examples That Nail It
Let’s break it down with some stellar examples of email newsletters that truly stand out:

1. The Hustle: Imagine your smartest, funniest friend giving you the lowdown on the stock market. That’s the hustle. It’s sharp, witty, and somehow makes financial trends feel like a must-read.

2. Morning Brew: Think of it as your ideal morning chat—friendly, informative, and surprisingly fun. It’s like coffee for your brain, delivered right to your inbox.

3. Really Good Emails: These email pros analyze newsletters like art critics at a gallery opening. They make dissecting subject lines, designs, and strategies feel as juicy as the latest celebrity gossip.

Actionable Tip: Start a “Swipe File” of newsletters that grab your attention. What about their works? Is it the tone, the design, or the clever way they present info? Borrow those ideas and tweak them to fit your style.

Resource: Check out Really Good Emails for a treasure trove of design and content inspiration.

Your Game Plan: Treat your newsletters like the gems they are. Kick off with a captivating hook, write with personality, share something real, and always leave your readers wanting more. With the right mix of strategy and authenticity, your emails can become just as unmissable.