Email Newsletters That Don’t Suck: A Beginner’s Guide

(Because ‘May Newsletter’ is not exactly clickbait.)

Look, we get it. Email newsletters can feel about as exciting as a lukewarm cup of gas station coffee. But when done right, email is one of the most powerful, personal, and profitable tools in your small business marketing toolkit—yes, even in 2025.

So why do so many small biz emails go unopened? Or worse—straight to the trash?

Spoiler: it’s not because email is dead. It’s because boring emails are dead on arrival.

Let’s fix that.

First: Why Should Small Businesses Even Bother with Email?

Whether you're selling handmade jewelry, fresh sourdough, or real estate peace of mind, email helps you stay top-of-mind with the people who already said they want to hear from you.

• It’s cost-effective (especially compared to paid ads).

• It keeps your audience informed and connected…locals and tourists alike.

• And it gives you full control over your message, unlike social media, where one algorithm tweak can hide your posts faster than a snowstorm on the Pass.

So… What Makes an Email Newsletter Not Suck?

A Subject Line That Doesn’t Sound Like a Tax Document

Bad: “March Newsletter”
Better: “🎉 New Menu, New Merch & a Surprise Inside!”
Think like a customer. What would you click on? Use curiosity, clarity, and just a hint of charm.

Real Talk, Not Robot Talk

Write like a human. Better yet, write like your business. Whether you're witty, warm, or wild, your brand voice should come through. No need to open with “Dear Valued Customer.” You’re in Jackson, not corporate America.

One Clear Focus

Keep it short and to the point. Highlight one or two things—like a new product, upcoming event, or special offer. Save the essays for your blog (or your cousin’s yearly Christmas card).

Beautiful, But Not Busy

Your email doesn’t need a fireworks show—just clean formatting, a couple of eye-catching images, and an easy-to-read layout. Bonus if it looks good on phones (because everyone is reading on their phone).

A Call to Action (That Actually Works)

What do you want people to do? Click to shop? RSVP? Read more? Make it super clear. One button, one link, one big “YES PLEASE” moment.

Need help writing or designing a newsletter that actually gets opened?
That’s kinda our thing. Drop us a line and let’s turn your email list into actual results—with personality to match.