How to build a newsletter people actually want to read?

Newsletters used to be the afterthought of email marketing. Brands would bundle announcements, promotions, and blog links into a monthly blast and call it a strategy. For many, it was simply a box to check: “we sent something this month.”

That world is gone.

In 2025, newsletters are no longer filler. They are media products in their own right — a way to build trust, nurture communities, and turn casual readers into loyal customers. Done well, they become a brand’s heartbeat, landing in inboxes consistently with content that educates, entertains, or inspires. Done poorly, they vanish into the spam folder, ignored along with the endless flood of noise.

So how do you create a newsletter people actually want to read? And how do you design one that delivers business value without feeling like another sales pitch? Let’s break it down.

Why newsletters still matter

Before diving into tactics, let’s address the question: in a world of TikTok, LinkedIn posts, and podcasts, why invest in newsletters?

• Direct line to your audience. Unlike social channels, your newsletter isn’t at the mercy of algorithms. If people subscribe, you reach them.

• Ownership. You control your list. No sudden policy changes can wipe out your audience.

• Trust and familiarity. A good newsletter creates a consistent touchpoint. Readers learn to expect value from you, week after week.

• Compounding returns. A blog post might spike traffic for a week. A newsletter builds relationships over months and years.

In short: newsletters work because they blend reach, control, and intimacy.

Newsletters are shifting from promotions to media

The old “company update” format doesn’t cut it. Customers don’t care about your office move or your new hire announcements. They care about insight, entertainment, or exclusive access.

That’s why modern newsletters look more like mini-magazines or curated feeds. They deliver consistent themes, unique perspectives, or valuable resources. The best ones feel less like email marketing and more like a publication readers would pay for — except they’re free.

Examples of shifts:

• Old style: “Here are three new blog posts this month.”

• New style: “Here’s the single biggest mistake we see SaaS founders make when scaling to Series B — and how to avoid it.”

The first is self-centered. The second is audience-centered.

Step 1: Define your purpose and audience

Every great newsletter starts with a clear why. Ask:

• Who exactly are we writing for?

• What problem or interest brings them back every week?

• What do we want them to do as a result (learn, trust, buy, share)?

A SaaS analytics company might decide: “Our newsletter helps product managers understand data storytelling.” An e-commerce skincare brand might aim for: “Tips and science-backed routines for glowing skin.”

Without this clarity, newsletters drift into generic updates that feel irrelevant. Clear purpose is just as critical in B2B marketplace development as it is in building a newsletter strategy.

Step 2: Choose a format that fits

Newsletters aren’t one-size-fits-all. The format should match your goals and your audience’s attention span.

• Editorial essays: One deep dive per issue, like a blog in the inbox. Great for thought leadership.

• Curated links: A digest of the best resources in your niche. Saves readers time.

• Tips and playbooks: Quick, tactical advice readers can apply immediately.

• Stories and interviews: Customer spotlights, expert Q&As, behind-the-scenes narratives.

• Hybrid: A mix of short updates + one main piece of value.

The best newsletters aren’t long or short — they’re consistent. Readers know what to expect.

Step 3: Write like a human, not a brand

Readers don’t want to feel like they’re reading corporate press releases. The most engaging newsletters sound like a trusted friend sharing useful ideas. That means:

• Use conversational language.

• Avoid jargon unless your audience truly speaks it.

• Don’t hide your voice. Personality builds loyalty.

For SaaS brands, this might mean ditching the “We are excited to announce…” tone and writing more like: “We built this feature because customers told us onboarding was a pain. Here’s how it helps.”

Step 4: Balance content with subtle promotion

A newsletter isn’t an ad channel, but it also isn’t a charity. The balance is to deliver value first and weave in promotion naturally.

For example:

• SaaS: “Here are 3 mistakes in reporting we see often. By the way, our dashboard fixes #2 automatically — here’s how.”

• E-commerce: “This week’s routine: hydration hacks. Our best-seller serum is back in stock if you’re curious.”

The promotion feels relevant because it connects to the content, not because you bolted it on at the end.

Step 5: Respect the inbox

The inbox is sacred. Readers didn’t subscribe to be bombarded. Frequency matters, but quality matters more.

Weekly or biweekly tends to work best — enough to stay top-of-mind, not so much that you become noise. But whatever you choose, be consistent. A newsletter that appears randomly erodes trust.

And always make unsubscribing easy. Counterintuitive as it sounds, a clean list helps your deliverability and keeps your audience engaged.

Step 6: Design for readability

Most newsletters are read on phones. That means:

• Keep layouts clean and scannable.

• Use short paragraphs and subheads.

• Make CTAs big enough to tap.

• Don’t overload with images — they slow load times and trigger filters.

Some of the most effective newsletters are almost plain text. If the writing is strong, you don’t need heavy design.

Step 7: Measure what matters

Open rates are increasingly unreliable thanks to privacy updates. Instead, focus on:

• Click-through rates (do people engage?).

• Replies (are you sparking conversations?).

• Retention (do people stay subscribed over time?).

• Downstream impact (does it drive sales, retention, or referrals?).

Treat your newsletter like a product. Track its health with meaningful metrics, not vanity numbers.

Step 8: Grow with intention

A newsletter only works if people read it. Growth tactics in 2025 include:

• Featuring a clear signup CTA across your site.

• Offering a compelling lead magnet.

• Partnering with other newsletters for cross-promotion.

• Encouraging sharing by making issues easy to forward.

• Using referral tools like ReferralCandy, which help turn loyal readers into advocates by rewarding them for referring friends, effectively creating a word-of-mouth engine for your newsletter.

Avoid shortcuts like buying lists. They harm deliverability and engagement. Growth takes time, but engaged subscribers are worth infinitely more than cold ones.

Step 9: Evolve with trends, but keep the core

AI is creeping into newsletters too — helping draft content, curate links, or personalize sections for different reader segments. Interactive elements like polls or embedded carts are becoming common.

But technology won’t change the core truth: people subscribe to newsletters that respect their attention and deliver value consistently. The medium evolves, but the principle stays timeless.

Examples of newsletters done right

• SaaS B2B: Lenny’s Newsletter — actionable insights for product and growth leaders, written with voice and personality.

• E-commerce: Glossier’s newsletter — blending lifestyle content with subtle promotion, never feeling pushy.

• Community-driven: Morning Brew — digestible news with personality, building a daily habit for readers.

Each succeeds because it doesn’t feel like marketing. It feels like something readers would miss if it disappeared.

Conclusion

Newsletters in 2025 aren’t about blasting promotions. They’re about building trust, delivering value, and becoming a voice your audience looks forward to hearing from.

The formula is simple, but not easy:

• Define a clear purpose.

• Choose a consistent format.

• Write with personality.

• Deliver value before promotion.

• Respect the inbox.

• Measure real outcomes.

• Grow with intention.

Do that, and your newsletter becomes more than marketing. It becomes a relationship — one that compounds in value over months and years.

The inbox is crowded, yes. But readers will always make space for newsletters that matter. The challenge — and opportunity — is to make yours one of them.