By some estimates, more than half of the world’s population is signed up for newsletters. I get too many a day to count in my various e-mail accounts. I read some regularly, some infrequently, and some not at all (I really should unsubscribe to those).

I sometimes learn about breaking news from a newsletter. Often, I get context and analysis. Some of these news brands are ones I visit directly, but often they’re not. My only interaction comes via their newsletters.

Newsletters are one of the most reliable ways to build direct relationships with readers at a time when direct engagement is becoming even more essential. Perhaps that’s why newsletters continue to gain momentum.

“Newsletters, a decades-old medium, have fluctuated in popularity over time,” the Columbia Journalism Review’s Klaudia Jaźwińska wrote in May. “But in an era dominated by algorithm-driven feeds and platform disintermediation, they offer a compelling value proposition for publishers aiming to cultivate direct, lasting relationships with readers.”

Claire Zulkey, managing editor at Inbox Collective, had an interesting piece in May about what newsletter writers can learn from alumni magazine writers. Among her advice:

• Identify your audience and hone your voice for those readers. And don’t try to be “everything to everybody,” Zulkey writes. “If you want your readers to read your work, know them. Talk to them. Don’t start from a place of just trying to get the most subscriptions or shares.” 

• Don’t be afraid to be playful, to find new ways to tap experts in your network, and to find intelligent, thoughtful ways to probe spicy subjects that will get your readers talking.

• Take your time to think of a good headline — don’t just dash off some descriptive but boring words. “Don’t wait until right before publication to start brainstorming. Keep a running, written list of what you come up with as you prepare to publish,” Zulkey writes.

Newsletters are a proven tool for subscriber acquisition and retention — and from the newsroom side, engagement also is key. 

Here are four pieces of advice for honing your own newsletter strategy:

1. Lead with a clear reader promise: Any successful newsletter starts with a clear and compelling value proposition. What’s in it for the reader? Whether it’s daily insight, expert curation, or a fresh perspective, your newsletter’s name, subject line, and intro should quickly reinforce that promise — and deliver on it consistently.

2. Focus on the author more than the brand: Newsletters perform best when readers feel a personal connection. Lean into the power of individual writers — their tone, perspective, and curation — rather than making newsletters overly institutional. Readers return for a familiar voice they trust, not just the logo at the top.

3. Design for engagement, not just distribution: Avoid turning newsletters into a passive content dump. Instead, treat them as a conversation starter — with reader polls, Q&As, memory prompts, or feedback loops. These touches drive loyalty and signal that your newsroom values reader voices.

4. Personalise when possible: Rather than trying to be all things to all people, offer tailored experiences. Let users choose between general briefings, niche topics, or author-specific newsletters. Newsletters with focused audiences often deliver stronger open and click-through rates — and build deeper engagement over time.

If you’d like to subscribe to my bi-weekly newsletter, INMA members can do so here.

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