Why Most Newsletters Suck

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:

1. Pick one thing you learned recently that others struggle with
2. Write 300 words about it like you're explaining it to a friend
3. End with one thing they can try today
4. 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
• Learn in less than a minute
• Simple. Repeatable. Human.

Minimal Inbox, Maximum Value. Niche of One.