When writing an email newsletter from scratch, good formatting is vital. Get it right, and your audience will keep coming back for more. Get it wrong and your engagement will soon suffer. To help you write a good newsletter, here's the top 5 tips from our expert editors.

Writing a newsletter from scratch can be a little daunting. Creating great content is one thing, but ensuring that content is well-formatted for your audience is just as important.

Getting your formatting right will help readers spend more time on your content and help you gain more followers. You can do this by creating paragraphs with distinct headers, enhancing text, and using images all in an effort to draw the reader's attention towards what's most important – your content.

Great formatting can also enhance your search ranking on Google - which is great for boosting your profile, visibility, and audience figures. Before you get started, here are some key points to keep in mind.

1. Be consistent

Keep your formatting consistent. You can do this by using the same template, headers, and style in all your posts. This will help readers become familiar with your brand identity and know what to expect from your newsletter.

And don’t worry if you’re unsure of what your content should look like: Osprey provides a range of styling tools to refine and polish your newsletters.

2. Write concisely

Most readers are time-poor, and that is one resource you should not take for granted. Keep your sentences and paragraphs short. Let your content speak for itself; you don’t need blocks of text to communicate depth.

For more tips, see our post on “Publishing your first post” and “How to get your first 100 subscribers”.

3. Break up your text with visuals

Use images, headings, pull quotes, etc., to break up text. Some things are just best explained with images, so use pictures and charts to explain and explore complicated ideas. This helps you cut down on your word count and draw in readers.

Combining short paragraphs with images encourages the reader to scroll further and keep them engaged.

4. Use relevant imagery

Images are a powerful tool to use in your newsletter, but only when used effectively.

Before you select an image to use, always ask yourself if it serves a purpose: If it doesn't, it's just taking up space that could be put to better use.

5. Use high-quality imagery

And finally, ensure that the images are of high quality: blurry and pixelated images give readers the impression that the rest of your content could be of a similarly low standard.

And always remember...

Formatting prioritises your readers and everything comes back to your readers – what they need should be the key driver of your newsletter.