Simple truth: newsletters still work. Not because they’re trendy, but because they do one thing very well, they build a relationship over time.
When they fail, it’s rarely the format. It’s the execution.
Let’s break down why newsletters still earn their place in the inbox, and how to run one people actually want to receive.
Why newsletters still matter
Newsletters work because they solve a basic problem: staying relevant without being intrusive.
Social algorithms change.
Ad costs climb.
Inbox? Still direct. Still personal. Still permission-based.
A good newsletter:
- Keeps your brand top of mind
- Builds trust without forcing a sale
- Gives you a consistent reason to show up
It’s not about traffic spikes. It’s about staying remembered.
Why most newsletters fail
Let’s be honest.
Most newsletters fail because:
- They talk too much about the brand
- They show up with nothing useful to say
- They exist “because we should send one”
A newsletter without a clear purpose becomes background noise.
People don’t unsubscribe because you email too often. They unsubscribe because you waste their time.
What a good newsletter actually does
A strong newsletter earns attention by being one (or more) of these:
- Useful
- Insightful
- Entertaining
- Timely
If your newsletter doesn’t clearly land in at least one of those buckets, it won’t last.
How to execute a newsletter well
1. Pick a clear role for your newsletter
Your newsletter is not:
- A product catalogue
- A press release
- A dumping ground for links
It is a recurring value exchange.
Decide upfront:
- Is this educational?
- Is this curated industry insight?
- Is this commentary and opinion?
- Is this practical advice?
One primary role. Not five.
2. Consistency over frequency
Whether you are sending weekly, fortnightly or monthly doesn’t really matter.
What matters is that people know what to expect and when.
Random newsletters train people to ignore you while consistent ones build habits.
Pick a cadence you can realistically maintain and stick to it.
3. Lead with the reader in mind, not your brand
The fastest way to kill engagement?
Starting every newsletter with: “Here’s what we’ve been up to.”
Instead, lead with:
- A problem your reader cares about
- A question they’re already asking
- An insight they can use immediately
Your brand earns attention by being useful, not loud.
4. Keep it scannable
Newsletters aren’t essays.
People read them:
- Between meetings
- On their phone
- While deleting other emails
That means:
- Short paragraphs
- Clear headings
- Bullet points
- One main takeaway
If it looks like work, it won’t get read.
5. One strong call to action is enough
Your newsletter doesn’t need five CTAs.
Decide what matters most:
- Read a blog
- Watch a video
- Reply to the email
- Register for something
Then make that action obvious. Everything else is optional.
6. Personality over polish
Perfectly polished newsletters are easy to ignore. Human ones aren’t.
Write like a person, not a brand guideline:
- Have a point of view
- Share a quick observation
- Call things out when they’re broken
People subscribe to newsletters, not logos.
What to include in a high-performing newsletter
You don’t need a complex structure. A simple framework works:
- One main insight or story
- One useful resource or link
- One clear action
That’s it.
Anything more should earn its place.
How to measure your newsletter success
Stop obsessing over opens alone.
Better signals include:
- Click behaviour over time
- Replies and forwards
- Consistent readership (not spikes)
- Reduced churn
A good newsletter compounds. You won’t always see it in week one.
Bottom line:
Newsletters aren’t outdated. Lazy newsletters are.
When you respect your reader’s time, show up consistently, and deliver something worth opening, newsletters remain one of the most effective tools in email marketing.
If your newsletter feels like a chore to write, it probably feels the same to read.
TouchBasePro helps brands turn newsletters into something people actually look forward to opening, not just something sent because it’s on the calendar.
