Connect with your audience and keep them informed when you publish new content on your Ghost publication with built-in email newsletters.

Sending email newsletters in Ghost

It's possible to send new content as an email newsletter in a few clicks. The publishing options in Ghost allow you to publish new content to your site, deliver as a newsletter, or both, and you can decide exactly which members should receive each email newsletter. Here's how to get started 👉

1. Create

Create your newsletter content using the editor. Ghost formats your content into a beautiful and optimized email template so you can focus on creating a newsletter that your audience will enjoy.

You can insert content types such as images, bookmarks, and email call to action cards right in the editor.

2. Preview

Ghost uses a clean, optimized HTML email template and renders your content beautifully in an email client. You can preview what it will look like on desktop and mobile before you publish and send it.

The email template will automatically take care of the content in your posts such as images, embeds, and galleries for a hassle-free email writing experience.  You can also customize your email newsletter to match your brand and style.

3. Publish

When you publish or schedule your post, you have the option to:

  • Publish to your site and send as a newsletter — ideal for publishing new posts and sending directly to subscribers at the same time.
  • Publish only — for when you don't need to send a newsletter but would like to publish new content.
  • Send as a newsletter only — deliver a newsletter without publishing, great for sending a roundup of the latest content or to promote a special offer to free members.

4. Pick a segment

Ghost allows you to segment your subscribers based on their level of access (free, paid or a specific tier) or by using labels. Use the publishing menu to decide which members your post will be delivered to:

Segmenting your audience this way allows you to send emails to everyone, paid-only, free-only, to any specific segments — or any combination of the above.

Creating newsletter-exclusive content

You can use email cards to create add content that will only appear in your newsletters.

Email content cards can be created from the dynamic menu within the editor:

Email cards

When you create an email card, the default greeting {first_name, "there"} will appear which references your member's name using the dynamic placeholder.

If a name is attached to the member, it will appear as "Hey John" within the email newsletter. If there is no name available, the fallback "there" will be used. Email cards support text, links and basic formatting.

Email call to action cards

This card allow you to send content to free or paid members and can include a button, links, formatting and dividers to differentiate it from the rest of your email content.

Enter a URL for your button, or select a Portal link from the menu

When adding an email call to action to your post, you'll have the option to link directly to your homepage, or you can select a signup page in Portal. A common way to use these cards is to promote your paid memberships to free members of your publication.

Emails sent from your Ghost publication include an unsubscribe link by default, so your subscribers can decide if they'd like to receive future emails from you. This won't affect their membership status to access the content on your site.

Use the getting started guide to find out how to set up members with email newsletters.

Email analytics

Ghost automatically tracks stats for content that is delivered as a newsletter so you can see how your content performs at a glance.

Email newsletter open-rate analytics is enabled by default, or you can toggle this setting off from the Email newsletter settings page.

The post list shows the number of sends and opens for each newsletter. Sends show how many members successfully received the newsletter to their mailbox, whereas Opens indicates the number of members that clicked and opened the newsletter.

Tip: Hover over the Open percentage to see how many emails were opened

Member profile pages display email newsletter open rates, number of emails received, and an activity feed. You can view member profile pages by navigating to Members in Ghost admin and clicking on a member.

See email open rate stats on individual member profiles

To segment members by emails sent, emails opened and email open rate, use the advanced filtering feature from the main member dashboard.

This allows you to apply labels to segment your most or least engaged subscribers, or to keep your email list in check by unsubscribing members who aren't opening emails.