Tips for Creating High-Engagement Customer Newsletters

Heather Quitos · 2025-10-28T14:15:00.946Z

Would love to hear from those handling the creation/sending of their customer newsletter - any tips or best practices that have worked for you for high engagement/click-through rate?

Tips for Creating High-Engagement Customer Newsletters | CMAweekly Customer Marketing and Advocacy Slack

9 comments

· Sorted by Oldest

Holly Reynolds
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We sent our executive newsletter through Customer Success using Gainsight for a more personalized approach, which drove average open rates of around 40%.
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Shannon Howard
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We are re-imagining ours right now. The thing I've been thinking about is: would I want to read this? Would I find this valuable? With that in mind, thinking more about how we message, how we write the copy, how to make things "quick tips" vs. long, drawn out content, etc.
Heather Quitos
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Good thoughts here from everyone! We actually have a pretty high open rate and think some more personalization could help. To your point about value Shannon - I've also been thinking about building versions based on segments since we have multiple personas and they could find value differently across the same content.
Shannon Howard
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Love that idea, Heather! Are you able to do dynamic content at all? I never figured out the mechanics of that, but love that idea for personalizing parts of the newsletter based on personas, interest, etc.
Heather Quitos
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Yup! We use HubSpot, though probably need to think through what parts we can make dynamic, haha
Gabrielle Herrera
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We actually sunset our customer newsletter at HubSpot because it wasn’t performing well. The top performing newsletter for HubSpot global email teams is actually the community newsletter. It’s sent weekly and highly curated, so it feels relevant if not hyper personalized. It also democratizes the expertise amongst community members, not just another distribution channel for content they’re already receiving from the brand.
Gabrielle Herrera
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And happy to discuss what features within your HubSpot instance can help here. But I generally try to leave my vendor hat off since HubSpot isn’t quite a CMA vendor.
Heather Quitos
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Interesting and thanks for sharing, Gabrielle Herrera! I would love to be able to source content from our customer community but we haven't built a formal community (yet). But maybe there's something there on gathering customer sentiment that I can create ad-hoc. I'll ping you separately this week on HS features - always good to get some ideas that maybe I'm not aware of
Rachel Ward
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Liza Pugh and I are also rethinking our newsletter. Last year we went full product focused and that increased engagement but this year we’re looking to increase adoption and usage so rethinking things a bit! Thanks for sharing everyone
👍1

Holly Reynolds
·
·
We sent our executive newsletter through Customer Success using Gainsight for a more personalized approach, which drove average open rates of around 40%.
✨1
Shannon Howard
·
·
We are re-imagining ours right now. The thing I've been thinking about is: would I want to read this? Would I find this valuable? With that in mind, thinking more about how we message, how we write the copy, how to make things "quick tips" vs. long, drawn out content, etc.
Heather Quitos
·
·
Good thoughts here from everyone! We actually have a pretty high open rate and think some more personalization could help. To your point about value Shannon - I've also been thinking about building versions based on segments since we have multiple personas and they could find value differently across the same content.
Shannon Howard
·
·
Love that idea, Heather! Are you able to do dynamic content at all? I never figured out the mechanics of that, but love that idea for personalizing parts of the newsletter based on personas, interest, etc.
Heather Quitos
·
·
Yup! We use HubSpot, though probably need to think through what parts we can make dynamic, haha
Gabrielle Herrera
·
·
We actually sunset our customer newsletter at HubSpot because it wasn’t performing well. The top performing newsletter for HubSpot global email teams is actually the community newsletter. It’s sent weekly and highly curated, so it feels relevant if not hyper personalized. It also democratizes the expertise amongst community members, not just another distribution channel for content they’re already receiving from the brand.
Gabrielle Herrera
·
·
And happy to discuss what features within your HubSpot instance can help here. But I generally try to leave my vendor hat off since HubSpot isn’t quite a CMA vendor.
Heather Quitos
·
·
Interesting and thanks for sharing, Gabrielle Herrera! I would love to be able to source content from our customer community but we haven't built a formal community (yet). But maybe there's something there on gathering customer sentiment that I can create ad-hoc. I'll ping you separately this week on HS features - always good to get some ideas that maybe I'm not aware of
Rachel Ward
·
·
Liza Pugh and I are also rethinking our newsletter. Last year we went full product focused and that increased engagement but this year we’re looking to increase adoption and usage so rethinking things a bit! Thanks for sharing everyone
👍1