10 tips for creative and original newsletter texts

10 tips for creative and original newsletter texts – CleverReach

Try our tips and techniques for writing really good newsletter subject lines.

A newsletter is faced with the challenge of capturing the recipient’s attention within seconds and asserting itself against the competition of many other messages in the mailbox. That’s why newsletter senders naturally try to make each of their mails as interesting as possible.

But sometimes it isn’t easy when it comes to finding the right words. The text does not get to the point fast enough, seems random and dull… Does this sound familiar to you? Then go ahead and try the techniques below for writing really good newsletters. These could help you make your email campaigns stand out positively and increase the likelihood that recipients will be curious to open them. Good luck!

Tip 1: Ask questions

People like to get attention, even if their counterparts are “only” virtual.


  • You got the Monday blues? Our summer dresses will definitely give you the happy feeling!


Tip 2: Linking interesting words

It’s not about poetic excellence – it’s simply about helping yourself creatively! You only have to combine two words, according to the formula “word describing the product/service” + “positive, well fitting term” (or vice versa). That’s sometimes all it needs.


  • Silk hair (hairdresser)
  • Cookie Queen & Cookie Prince (online shop for baking accessories)
  • Lucky dress (wedding fashion)
  • Barbeque-Gold (butcher/supermarket)
  • Flower Rush (Garden Centre)

Tip 3: Providing a solution

Tell short, crisp stories. This works excellently according to the scheme problem => problem solution. Sooner or later, of course, the product/service you advertised should appear in a meaningful place in the newsletter.



  • The top 5 reasons why your plants always die
  • Finally, clean skin: Read which beauty routine helped Julia (22)
  • Make your car fit for the holiday – the big 20-point plan

Tip 4: Include phrases, expressions and quotations

Using words or word combinations that are already linked to positive images or situations within the target group is another clever idea for the newsletter.


  • Miss Marmalade: The most beautiful recipes for preserving from the XY editorial team
  • SALE from 7 a.m.: The early bird catches the worm!
  • Villa Kunterbunt – Children’s furniture now reduced

You will most likely achieve a long-lasting effect if you keep this linguistic “red thread” in the content of the newsletter with corresponding comparisons and references.

Tip 5: Use alliteration and rhymes

The pairing of words with identical initial letters is called alliteration and is also very effective as a rhetorical tool. Rhymes also give the wording a special twist.


  • Porcelain paradise: Dreamlike dishes for your kitchen (alliteration)
  • Everything colorful for the dog: bowls and collars in trendy colors (rhyme)

Tip 6: Describe concretely instead of diffusely

The more precisely you can describe a situation, the better.  For example, the above example “Porcelain Paradise: Dreamlike dishes for your kitchen” by replacing “kitchen” with “coffee table”, “coffee party” or “for your next dinner”. As a result, images appear before the inner eye of the reader that are even more individual and even more emotional.

Tip 7: Motivate and challenge

Requests in the newsletter, especially at the very beginning in the subject line, arouse curiosity – and your recipient quickly gets the desire to click.


  • Decorate your table
  • Plan your holiday now
  • Compare wedding locations
  • Get your bargain
  • Come with me to Wonderland of goods.

Tip 8: Using humor

Humor is certainly also a matter of taste. But actually, you can’t do that much wrong. Most senders have boring newsletters, so that yours will stand out from the crowd with humor and charm.

Example of a funny subject:

  • For all the young at heart butterflies! Online dating for women 60+

But remember: your industry and the values your shop/company stands for, must of course be compatible with this type of fun.


Tip 9: Be on edge

A young, unconventional target group can be reached with a somewhat wacky address in the subject line. Give it a try and be different from “normal”.


  • Shhh – this stays between us
  • Hot shit – our action weeks
  • Dreams are made of Schnitzels. Come dream with us from 5.pm. on.

It makes your newsletter stand out from all the other mails in the recipient’s email account.


Tip 10: Training your own creativity

Create a document in which you collect all the newsletters that you liked and enjoyed reading. You don’t have to implement every idea. Your material collection can “only” serve as inspiration. Probably you will soon notice that looking consciously for good e-mail campaigns already trains the ability to associate and creativity. In addition you will get to really good subject lines and content much faster after a few weeks.


Don’t forget: No idea is in vain!

Regular use of any of the above methods will help you find more appropriate words for your newsletters. But keep in mind: only practice makes your better. Even experienced copywriters do not produce catchy slogans and claims at the push of a button, but usually require several attempts. A little tip to close with: Do not throw notes in the trash, even if they have not led to any results. Save them for later. You never know when “old” ideas will become relevant again!

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