How to Write a Newsletter People Actually Want to Read

The humble email newsletter holds a special place in my heart. It feels different. More personal. More intimate.

Think about it. A great SEO blog post sits on your website, waiting for people to find it. A social media post flashes by in a crowded, noisy feed. But a newsletter arrives in the most personal digital space we have: the inbox.

Being invited into someone’s inbox is a privilege. They are trusting you not to waste their time, not to spam them with sales pitches, and not to be, well… boring. And when you’re in, you’ve got a direct line to them every day, so treat that wisely!

Learning how to write a newsletter that people genuinely look forward to is one of the most valuable skills you can develop as a creator or business owner. 

Let’s pull back the curtain and break down how to do it right.

The Unmatched Power of the Inbox

In an era of unpredictable algorithms and rented platforms (looking at you, social media), your email list is one of the few marketing assets you truly own. You’re not at the mercy of a platform’s whims. You have a direct line of communication to your most dedicated followers.

The data consistently proves the power of this direct connection. While the average open rate across industries hovers around 20%, a well-crafted newsletter can easily double or triple that. 

Why? Because it’s a relationship built on consent and value.

People have actively chosen to hear from you. Your job is to reward that choice with content that is so valuable, so interesting, or so entertaining that they never regret it.

What Kind of Newsletter Will You Write?

Before you write a single word, you need to decide on the fundamental purpose and format of your newsletter. Not all newsletters are created equal. Broadly, they fall into a few categories:

• The Curated Newsletter: This style involves gathering the best articles, tools, and resources on a specific topic and presenting them to your audience with your own commentary. It saves your readers time and positions you as a trusted expert. 
• The Personal Essay/Story-Based Newsletter: This is a more intimate format where you share personal stories, reflections, and lessons learned. It’s incredibly effective for building a deep, personal connection with your audience. (Examples: My own newsletter, Austin Kleon’s newsletter).
• The Product/Company Newsletter: This type is focused on a specific business. It can include product updates, case studies, company news, and special offers. The key to making this work is to ensure it’s still 90% value and only 10% promotion.
• The “Roundup” Newsletter: This is a simple format that rounds up your own content from the past week or month (blog posts, podcasts, videos) and delivers it in one convenient package. This is a good starting point, but the best versions add exclusive commentary or context that isn’t available elsewhere.

You can also mix and match these formats. The important thing is to choose a direction that aligns with your goals and that you can realistically commit to.

How to Write a Newsletter: A Step-by-Step Guide

Ready to build your own inbox empire? Here’s the process I’ve refined over years of sending my own weekly newsletter.

Step 1: Choose Your Platform

First, you need the right tool for the job. There are dozens of email service providers (ESPs) out there, each with its own pros and cons. Some popular choices include:

• Mailchimp: Great for beginners, with a user-friendly interface and a decent free plan.
• ConvertKit: Built for creators, with powerful automation and segmentation features.
• Substack: A simple, all-in-one platform for writers who want to create a publication and potentially monetize it with paid subscriptions.
• LinkedIn Newsletters: A great option if you have a strong professional network on the platform. It’s easy to set up and leverages your existing audience.

Don’t get paralyzed by this choice. Pick one that fits your budget and technical comfort level. You can always migrate later if you need to.

Step 2: Define Your Core Promise

This is the most important step. 

What is the one thing your newsletter promises to deliver to its readers? What problem does it solve? What value does it provide? 

You need a clear, compelling answer to this question. This is your value proposition.

For my newsletter, the promise is “actionable tips from the messy reality of freelancing.” Every single issue has to deliver on that promise. Your promise should be so clear that you can write it on a sticky note and put it on your monitor. It will be your North Star for every piece of content you create.

Step 3: Craft a Compelling Subject Line

Your subject line is the gatekeeper to your content. Research shows that 35% of subscribers open an email based on the subject line alone. It has one job: to get the email opened.

Here are some tips for writing subject lines that work:

• Be Specific and Intriguing: Don’t just say “My Weekly Newsletter.” Tease the most interesting piece of content inside. For example, “The client red flag I’ll never ignore again.”
• Use Numbers and Lists: Subject lines with numbers tend to perform very well. “3 tools that saved me 5 hours this week.”
• Keep it Short: With over 80% of emails being opened on mobile, your subject line needs to be concise. Aim for under 35-40 characters to avoid getting cut off.
• Use Emojis (Sparingly): A well-placed emoji can help your subject line stand out in a crowded inbox and can even boost open rates, but don’t overdo it.

Step 4: Write a Killer Opening

Once they’ve opened the email, the first few lines are critical. 

This is where you hook them and draw them into the rest of the content. The best way to do this is with a personal, conversational opening. Share a brief anecdote, a surprising thought, or a relatable struggle. 

Make them feel like they’re reading an email from a friend, not a corporation.

Step 5: Deliver the Goods (The Body)

This is the main content of your newsletter. 

Whether you’re sharing a personal story, a list of curated links, or a detailed tutorial, the key is to deliver on the promise you made. Structure your content for readability. Use short paragraphs, bold text for emphasis, and maybe even a few subheadings to break up the text. Remember, people are often skimming on their phones.

This is where you learn how to write a newsletter article. It’s not a blog post. It should feel more direct, more personal. Write as if you’re writing to one person.

Step 6: End with a Clear Call-to-Action (CTA)

What do you want your reader to do after they’ve finished reading? Every newsletter should have a purpose. 

Do you want them to reply to your email, click a link to your latest blog post, or check out your new service? Make your CTA clear and specific. 

Often, a simple question is the most powerful CTA, as it encourages replies and starts a conversation.

Step 7: Establish a Consistent Schedule

Consistency is key to building a loyal newsletter audience. Whether you decide to send it daily, weekly, or monthly, pick a schedule and stick to it. Your readers will come to expect your newsletter on a certain day and time, and that consistency builds trust and anticipation.

From a Blank Page to a Beloved Inbox Near You

Learning how to write a good newsletter is a journey of experimentation and refinement. It’s about finding the unique intersection of what you want to say and what your audience wants to hear. 

It’s about treating the inbox with the respect it deserves and showing up consistently with value and personality.

More than any other form of content, a newsletter has the power to build a true community. It’s a direct line to the people who care most about your work. Don’t take that privilege for granted.

If you’re ready to build that community and create a newsletter that becomes a highlight of your subscribers’ week, I’d love to help you map out the strategy. Book a consultation and let’s turn your ideas into an inbox must-read.

Frequently Asked Questions