I get about fifty newsletters in my inbox every week. I read maybe three of them.
The rest? Deleted without opening, or skimmed for five seconds before hitting unsubscribe.
Here's the problem: most newsletters are written like corporate press releases instead of personal notes. They're trying to "build authority" instead of being helpful.
The Real Reason Newsletters Fail
Your newsletter isn't competing with other newsletters. It's competing with everything else in someone's inbox: work emails, family updates, bills, and actual important stuff.
Most newsletter writers forget this. They write long, formal emails about topics their readers don't actually care about.
Then they wonder why their open rates are terrible.
What Actually Makes People Subscribe
People subscribe to newsletters for three simple reasons:
You solve problems they actually have
You share insights they can't get anywhere else
You write like a human, not a marketing department
That's it. Everything else is noise.
The Simple Newsletter Formula That Works
After writing newsletters for three years, here's what I've learned works:
Keep it short. 300-500 words max. Respect people's time and they'll respect your newsletter.
One insight per email. Don't try to cover everything. Pick one useful thing and explain it well.
Write like you're emailing a friend. Use contractions. Start sentences with "And" or "But." Sound like yourself.
End with something they can try. Give people one specific action they can take today.
The Subject Line Reality
Forget clever. Go for clear.
Bad: "The productivity secret that will change your life" Good: "Why I stopped using to-do lists (and what works better)"
Bad: "You won't believe this writing hack" Good: "How I write 500 words in 15 minutes"
I've tested hundreds of subject lines. Specific beats mysterious every single time.
What to Actually Write About
The best newsletter content comes from your real experience:
Problems you solved this week
Mistakes you made and what you learned
Tools or processes that actually work for you
Insights that changed how you think about something
Don't try to be the expert on everything. Be honest about what you're figuring out.
How to Grow Your List Without Being Sleazy
Forget the growth hacks. Focus on being genuinely useful.
What works:
Clear call-to-actions in your regular content
Simple lead magnets that solve immediate problems
Word of mouth from satisfied readers
Consistent value in every email
What doesn't work:
Buying email lists
Newsletter swaps with random people
Generic "subscribe for updates" requests
Bribing people with stuff they don't actually want
The Weekly Rhythm
Pick one day. Same time. Every week. No exceptions.
I send mine every Tuesday at 8 AM. My readers know when to expect it, and I know when to write it.
Consistency beats perfection. Send a simple, helpful email every week rather than a perfect email once a month.
When You Don't Know What to Write
Some weeks you'll feel stuck. Here's what to do:
Share what you're learning right now
Ask subscribers what they're struggling with
Repurpose your best content with new insights
Review a tool you actually use
The goal isn't to be profound. It's to be useful.
The Platform Question
People always ask what platform to use. Here's my honest take:
Ghost: What I use. Simple, clean, handles everything
Substack: Great if you're primarily a writer
ConvertKit: Best features, but more complex
Mailchimp: Good for beginners
Pick one and stick with it. The platform doesn't matter nearly as much as what you put in it.
Your First Newsletter
Want to start a newsletter this week? Here's the simplest approach:
Pick one thing you learned recently that others struggle with
Write 300 words about it like you're explaining it to a friend
End with one thing they can try today
Send it to your email list (even if it's just five people)
Don't overthink it. Don't wait for the perfect topic. Just help one person solve one problem.
That's how every good newsletter starts.
What's one thing you've figured out recently that others in your field still struggle with? That's your first newsletter topic.
Thanks for reading!
Hi, I'm Joe. I help creators share their unique voices simply and effectively. Here's how I can help you:
One email, Monday thru Friday
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