Let's clear up some confusion first—newsletters and email campaigns aren't the same thing, and understanding the difference will make you a much better email marketer. Unlike email campaigns that use a story to build momentum toward a specific goal, a newsletter is more like a quick check-in that gets right to sharing recent news or updates.
The best newsletters feel like getting an update from a friend who always has something interesting to share. They're not trying to sell you something in every paragraph—they're providing genuine value while keeping you connected to the business and the person behind it.
Your newsletter should serve a clear purpose beyond "we should probably send something." Maybe you're sharing weekly business tips, industry insights, behind-the-scenes updates, or a mix of helpful content. Whatever you choose, be consistent so readers know what to expect and why they should open your emails.
Keep your tone conversational and authentic. Remember, since people are drawn to companies (and people) they like, make sure your tone is friendly, relatable, and even fun if that's your brand's personality. You're not writing a corporate memo—you're staying connected with people who care about your business.
Mix up your content to keep things interesting. Share a business update, offer a helpful tip, include a personal insight, or highlight a customer success story. Variety keeps your newsletter fresh and gives different subscribers different reasons to engage.
Focus on what your readers get from your newsletter, not just what you want to tell them. Before hitting send, ask yourself: "What's in it for them?" If you can't answer that clearly, your newsletter probably needs more work.
And here's a pro tip: newsletters are perfect for nurturing relationships without being salesy. Save the direct promotion for your campaigns and use newsletters to build trust and stay top-of-mind.
