Let’s talk about the latest email newsletter best practices that will really increase your sales and revenue.

Email marketing is an incredible way to increase your sales and get repeat business without spending a fortune on advertising.

You own the list. No one can take it away from you and algorithms won’t affect your reach.

So why do people not use it as strategically as they could? Most likely it feels like another job to tackle and one that won’t necessarily reap a return.

But instead of relying solely on Instagram and social media for sales, it makes sense to invest some time in a sustainable marketing tool, that has a 4400% ROI.

And email marketing is one of the easiest ways to generate repeat business.

So whether you’re just starting to entice people onto your list with a lead magnet, or trying to increase your CTR there are always improvements that can be made.

In this post I want to look at the ways you can use email newsletter best practices to increase interest in your products and improve your revenue.

#1 Stop sending them each week

Ok so this first one is controversial.

Stop sending ‘newsletters’ every week.

By that I mean don’t always send a typical newsy type of email. Don’t pack it full of offers, news and advice. They’re overwhelming, they don’t direct the reader to a purchase, and will eventually be ignored.

Instead, send weekly emails that differ each time.

Give ideas on how to use your products, introduce your team, educate the reader in a topic close to your heart and generally build up that trust in a steady, measured way.

By doing this you send a clearer message to the reader and don’t overwhelm them with choice.

#2 Focus on one topic

Continuing the point I’ve made above, ensure each email leans in solidly to just ONE topic or idea.

Don’t bombard the reader with all kinds of information but take them on a journey of discovery in your email, that leads them to take a particular action.

If that action is clicking a link to buy a product then all the better.

#3 Direct a journey

Keeping your regular email fuss free will create a series of events that warms up your reader to the point of making a purchase.

With that in mind, it’s important to only use one link per mail. Link to a product, a blog post, a category page, or even your About Page.

You can repeat the link several times, and in fact that’s a good idea, but one story and one link is the golden rule when it comes to your regular email.

The reader really starts to understand your business better and you give them a really clear path to follow.

Can you see now how the chatty newsletter isn’t always the best way to engage and warm up your audience?

#4 Increase the fun element

No one wants to read boring, salesy, dry emails. Our inboxes are packed full of subscriptions so make yours stand out.

Make it fun. Offer something lighthearted, show your personality, keep building the relationship.

How do we do that? Well, emojis are proven to work really well in your subject line – so give them a try.

#5 Add a Sign off

By this I don’t just mean include a signature.

Give yourself a little sign off, one that connects to what you stand for, or what your business is about.

It might be a little catchphrase you use, or an adjective or two in the middle of your name that makes people smile.

For example, mine is ‘happy pinning’. Have you ever noticed that in my emails?

Add it consistently so your reader knows what to expect and gets used to seeing it.

Link it to other areas of your business, on your socials for example or in your blog posts.

#6 Tell a story

This can be hard to introduce and harder still to continue.

Telling a story that relates to the topic of your email has become a great way to introduce a product or service you want to sell, without selling it.

It’s an art. And one that takes a little practice.

Here’s an example:

Business: Home Interiors Store

Email Topic: Why Every Home Needs Wallpaper

Story: When I was a little girl my Dad used to do all the DIY in our house and taught me how to wallpaper. Back in the 70’s it was all the rage (yes I’m that old!). And I loved working with him. He always used to let me hang the final piece. 

So when I bought my first home, I wallpapered the living room. It’s a tradition I’ve continued in all my homes. 

And recently I taught my eldest daughter how to wallpaper too, 40 years later. 

That love of wallpaper in my home has never left me and it’s one reason why I sell it in my store now…...

You can see how this personal, emotional story gives real meaning to the business and the product. It will connect with the reader, bring up all kinds of feelings for them…. and in the right one, encourage them to look at the wallpaper products you sell.

It’s the perfect way to start your email. So give it a try when you next send one.

#7 Segment your list

Most of your regular emails will go out to the majority of your list, but not always.

Some of your subscribers will be at different stages of their journey with you. In the welcome sequence for example. You don’t want to send your weekly email to them until they’ve completed that sequence.

I have many different segments and tags.

For example, I have segments for clients in my Pin Club (i.e. people who have purchased a product).

I’m not going to send them emails offers to join the Club. It’s annoying and confusing for them to receive information they don’t need.

Segmenting your list and sending your regular email to the right set of subscribers will ensure you target the right people and increase sales of your products.

Ignore segmentation and you risk increasing the unsubscribes too.


So there are some of the email newsletter best practices you can adopt to help increase your sales from email marketing.

FURTHER READING: How to Use Pinterest and Email Marketing to increase your profits

FREE GUIDE: 25 List Builder Ideas to help you grow your email list

How will you be using these email newsletter best practice in your business?

Jen x