{"id":26036,"date":"2017-04-14T13:30:59","date_gmt":"2017-04-14T17:30:59","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=26036"},"modified":"2021-11-11T13:28:20","modified_gmt":"2021-11-11T18:28:20","slug":"5-tips-for-creating-a-newsletter-people-actually-read","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/5-tips-for-creating-a-newsletter-people-actually-read","title":{"rendered":"Five tips for creating a newsletter people actually read"},"content":{"rendered":"\n<p>If you think email newsletters aren\u2019t important for your business, think again. In fact, niche-driven, carefully-crafted newsletters engage audiences and create a customer base that grows by itself. <\/p>\n\n\n<div data-block_618d5508d7299 class=\"toc align toc-block\">\r\n      <div class=\"toc-block__heading\">in this story<\/div>\r\n  \r\n      <ul class=\"toc-block__list\">\r\n          <li class=\"toc-block__list-item\">\r\n        <a href=\"#1-offer-original-useful-information\" class=\"toc-block__link\">\r\n          1. Offer original, useful information\r\n          <span class=\"toc-block__icon\">\r\n            <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n    <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n    <defs>\r\n        <filter id=\"filter-1\">\r\n            <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n        <\/filter>\r\n    <\/defs>\r\n    <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n        <g id=\"icon\/arrow-down\/outline\/16\">\r\n            <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n            <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n                <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n                    <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n                <\/g>\r\n            <\/g>\r\n        <\/g>\r\n    <\/g>\r\n<\/svg>          <\/span>\r\n        <\/a>\r\n      <\/li>\r\n          <li class=\"toc-block__list-item\">\r\n        <a href=\"#2-make-sure-it-looks-good\" class=\"toc-block__link\">\r\n          2. Make sure it looks good\r\n          <span class=\"toc-block__icon\">\r\n            <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n    <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n    <defs>\r\n        <filter id=\"filter-1\">\r\n            <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n        <\/filter>\r\n    <\/defs>\r\n    <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n        <g id=\"icon\/arrow-down\/outline\/16\">\r\n            <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n            <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n                <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n                    <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n                <\/g>\r\n            <\/g>\r\n        <\/g>\r\n    <\/g>\r\n<\/svg>          <\/span>\r\n        <\/a>\r\n      <\/li>\r\n          <li class=\"toc-block__list-item\">\r\n        <a href=\"#3-treat-it-as-a-stand-alone-product\" class=\"toc-block__link\">\r\n          3. Treat it as a stand-alone product\r\n          <span class=\"toc-block__icon\">\r\n            <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n    <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n    <defs>\r\n        <filter id=\"filter-1\">\r\n            <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n        <\/filter>\r\n    <\/defs>\r\n    <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n        <g id=\"icon\/arrow-down\/outline\/16\">\r\n            <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n            <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n                <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n                    <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n                <\/g>\r\n            <\/g>\r\n        <\/g>\r\n    <\/g>\r\n<\/svg>          <\/span>\r\n        <\/a>\r\n      <\/li>\r\n          <li class=\"toc-block__list-item\">\r\n        <a href=\"#4-market-your-newsletter\" class=\"toc-block__link\">\r\n          4. Market your newsletter\r\n          <span class=\"toc-block__icon\">\r\n            <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n    <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n    <defs>\r\n        <filter id=\"filter-1\">\r\n            <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n        <\/filter>\r\n    <\/defs>\r\n    <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n        <g id=\"icon\/arrow-down\/outline\/16\">\r\n            <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n            <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n                <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n                    <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n                <\/g>\r\n            <\/g>\r\n        <\/g>\r\n    <\/g>\r\n<\/svg>          <\/span>\r\n        <\/a>\r\n      <\/li>\r\n          <li class=\"toc-block__list-item\">\r\n        <a href=\"#5-be-consistent\" class=\"toc-block__link\">\r\n          5. Be consistent\r\n          <span class=\"toc-block__icon\">\r\n            <?xml version=\"1.0\" encoding=\"UTF-8\"?>\r\n<svg width=\"16px\" height=\"16px\" viewBox=\"0 0 16 16\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\r\n    <title>FD8B74A2-3372-42BA-99CD-BCC6C3C6EA13@1x<\/title>\r\n    <defs>\r\n        <filter id=\"filter-1\">\r\n            <feColorMatrix in=\"SourceGraphic\" type=\"matrix\" values=\"0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 0 0.000000 0 0 0 1.000000 0\"><\/feColorMatrix>\r\n        <\/filter>\r\n    <\/defs>\r\n    <g id=\"Iconography\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\r\n        <g id=\"icon\/arrow-down\/outline\/16\">\r\n            <rect id=\"Bounding-box\" x=\"0\" y=\"0\" width=\"16\" height=\"16\"><\/rect>\r\n            <g filter=\"url(#filter-1)\" id=\"Icon\">\r\n                <g transform=\"translate(7.500000, 8.000000) scale(-1, -1) rotate(-90.000000) translate(-7.500000, -8.000000) translate(0.000000, 1.500000)\">\r\n                    <polygon id=\"Path\" fill=\"#000000\" fill-rule=\"nonzero\" points=\"8.75 0.792893219 14.4571068 6.5 8.75 12.2071068 8.04289322 11.5 12.542 6.99989322 0.5 7 0.5 6 12.542 5.99989322 8.04289322 1.5\"><\/polygon>\r\n                <\/g>\r\n            <\/g>\r\n        <\/g>\r\n    <\/g>\r\n<\/svg>          <\/span>\r\n        <\/a>\r\n      <\/li>\r\n        <\/ul>\r\n  <\/div>\r\n\n\n\n<p>Take the <em>New York Times<\/em>, who for years had newsletters that were essentially an extension of their newspaper. In an effort to increase traffic, they shifted from newsletters driven by automatic feeds, to ones heavily curated by journalists, expanding to <a href=\"http:\/\/www.poynter.org\/2015\/newsletters\/332503\/\">over 30 newsletters<\/a>, which span a diverse set of topics including cooking, politics, and parenting. The new strategy created a noticeable jump in open rates and subscribers. Their current email open rate is now 50 percent, double the industry average. 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       <script id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<h2  id=\"1-offer-original-useful-information\"class=\"wp-block-heading\">1. <strong>Offer original, useful information<\/strong><\/h2>\n\n\n\n<p>This may seem obvious, but your content is the most important part of your newsletter. It needs to be <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/creativity-culture\/understanding-the-four-stages-of-the-creative-process\">creative<\/a>, thought-provoking, and original. Many sites miss the mark by creating newsletters that simply rehash old material they could find on their website. You will add value by creating content that requires research, or is based on information that is hard to find.<\/p>\n\n\n\n<p>Your newsletter should remain consistent in order to draw in readers who care about the topic for months, rather than days. This will help you build readership.<\/p>\n\n\n\n<h2  id=\"2-make-sure-it-looks-good\"class=\"wp-block-heading\">2. <strong>Make sure it looks good<\/strong><\/h2>\n\n\n\n<p>Again, this might be obvious, but your newsletter\u2019s design is an important part of ensuring readers click on, read, and come back to your newsletter.<\/p>\n\n\n\n<p>This also holds true for written content, which should follow a consistent style. Make sure your newsletter\u2019s layout is visually engaging and highlights your creativity by using high-resolution photos, illustrations, and an appealing color scheme.<\/p>\n\n\n\n<p>And don\u2019t forget to build your newsletter with mobile capability in mind. Over 53 percent of all emails are <a href=\"http:\/\/www.emailmonday.com\/mobile-email-usage-statistics\">read on mobile devices<\/a>. If your newsletter doesn\u2019t format properly on a phone, chances are it might not get read at all.<\/p>\n\n\n\n<h2  id=\"3-treat-it-as-a-stand-alone-product\"class=\"wp-block-heading\">3. <strong>Treat it as a stand-alone product<\/strong><\/h2>\n\n\n\n<p>Quality writing attracts and retains readers, plus it creates a word-of-mouth marketing campaign that can expand your readership. A great example of this is Lena Dunham\u2019s <em>Lenny Letter, <\/em><a href=\"https:\/\/contently.com\/strategist\/2017\/04\/06\/lenny-letter-unorthodox-media-model\/\">a newsletter that has half a million readers<\/a> and a 70 percent open rate.<\/p>\n\n\n\n<p>Newsletters like <em>Lenny Letter<\/em> and those from <em>The New York Times <\/em>target specific kinds of readers. For example, Dunham, a Millennial feminist, has a largely, young female audience. By doing this, they establish real value in their writing that is difficult to replicate in marketing.<\/p>\n\n\n\n<h2  id=\"4-market-your-newsletter\"class=\"wp-block-heading\">4. <strong>Market your newsletter<\/strong><\/h2>\n\n\n\n<p>A newsletter can\u2019t have impact until people <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/b2b-growth-hacking\">sign-up<\/a> for it. To get your hard work in other people\u2019s hands, you must market the existence of your newsletter. Even though you\u2019re probably creating a newsletter for the sake of marketing, you still need to get the word out.<\/p>\n\n\n\n<p>Tell the world about your newsletter by creating simple banner ads online or marketing it through your existing social media channels. The <em>New York Times<\/em> did this when they started to diversify their newsletters and it was very successful.<\/p>\n\n\n<div class=\"related-articles-sticky related-articles-sticky--sticky-on-desktop\">\r\n        <div class=\"related-articles-sticky__holder\">\r\n            <div class=\"ray-grid\">\r\n                <div class=\"ray-grid__cell--span-full\">\r\n                    <div class=\"related-articles-sticky__header-wrapper\">\r\n                        <h3 class=\"ray-text--h3 related-articles-sticky__block-title\">\r\n                            Related articles\r\n                        <\/h3>\r\n                    <\/div>\r\n                    <div class=\"related-articles-sticky__wrapper\">\r\n                        \r\n                            <div class=\"related-articles-sticky__item\">\r\n                                <div class=\"related-articles-sticky__image-wrapper\">\r\n                                    <a 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                       <\/a>\r\n                                <\/div>\r\n                                <div class=\"related-articles-sticky__container\">\r\n                                    <a href=\"https:\/\/www.wework.com\/ideas\/professional-development\/how-coworking-spaces-help-redefine-success\">\r\n                                        <div class=\"related-articles-sticky__caption-title\">\r\n                                            How Coworking Spaces Help Redefine Success\r\n                                        <\/div>\r\n\r\n                                        <div class=\"author\">\r\n    By\r\n    Ana Voicu\r\n  <\/div>\r\n                                    <\/a>\r\n                                <\/div>\r\n                            <\/div>\r\n                        \r\n                            <div class=\"related-articles-sticky__item\">\r\n                                <div class=\"related-articles-sticky__image-wrapper\">\r\n               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https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2026\/03\/20231108-Dedicated-Desk-12-E-49th-4.jpg?w=3000 3000w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n                                    <\/a>\r\n                                <\/div>\r\n                                <div class=\"related-articles-sticky__container\">\r\n                                    <a href=\"https:\/\/www.wework.com\/ideas\/workspace-solutions\/the-workplace-amenities-that-make-you-better-at-your-job\">\r\n                                        <div class=\"related-articles-sticky__caption-title\">\r\n                                            The Workplace Amenities that Make You Better at Your Job\r\n                                        <\/div>\r\n\r\n                                        <div class=\"author\">\r\n    By\r\n    Reka Vagasi\r\n  <\/div>\r\n                                    <\/a>\r\n                                <\/div>\r\n                         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1536w, https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2026\/02\/20240729-Dock-72-Brand-Photoshoot13.jpg?w=2048 2048w, https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2026\/02\/20240729-Dock-72-Brand-Photoshoot13.jpg?w=3000 3000w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/>\r\n                                    <\/a>\r\n                                <\/div>\r\n                                <div class=\"related-articles-sticky__container\">\r\n                                    <a href=\"https:\/\/www.wework.com\/ideas\/growth-innovation\/how-to-maximize-your-workday-at-wework\">\r\n                                        <div class=\"related-articles-sticky__caption-title\">\r\n                                            How to Maximize Your Workday at WeWork\r\n                                        <\/div>\r\n\r\n                                        <div class=\"author\">\r\n    By\r\n    Reka Vagasi\r\n  <\/div>\r\n                                    <\/a>\r\n                                <\/div>\r\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n\n\n\n<h2  id=\"5-be-consistent\"class=\"wp-block-heading\">5. <strong>Be consistent<\/strong><\/h2>\n\n\n\n<p>If you\u2019re interested in creating a consistent base of readers, keep them satisfied with scheduled content. Stick to a publishing schedule and build a pool of creative content you can pull from, if need be, repeatedly. Set a schedule that works for you. Whether that\u2019s weekly or monthly, what\u2019s most important is that you build trust with your readers with a regular, high quality product.<\/p>\n\n\n<div\r\n  data-block_60e8695ae0589\r\n  class=\"sticky-cta align sticky-cta--bottom sticky-cta--default--bottom sticky-cta--right sticky-cta--default\"\r\n>\r\n  <div class=\"sticky-cta__copy sticky-cta--default__copy\">\r\n    <p>Rethinking your workspace?<\/p>\n\r\n  <\/div>\r\n\r\n  <div class=\"sticky-cta__button-wrap sticky-cta--default__button\">\r\n    <button class=\"ray-button ray-button--primary sticky-cta__button\">\r\n      <a\r\n        href=\"#nf-form-31-cont\"\r\n        class=\"sticky-cta__link sticky-cta--default__link\">\r\n        Get in touch\r\n      <\/a>\r\n    <\/button>\r\n  <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Niche-driven, carefully-crafted newsletters create a customer base that grows by itself<\/p>\n","protected":false},"author":911,"featured_media":3000049589,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-single-default.blade.php","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43910,43902],"tags":[515,39218,39221],"class_list":["post-26036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-solutions","category-professional-development","tag-productivity","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Five tips for creating a newsletter people actually read<\/title>\n<meta name=\"description\" content=\"If you think email newsletters aren\u2019t important, think again. 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