Your audience’s inbox is a battleground. Every newsletter you send is competing with dozens of others for those precious few seconds of attention. Understanding what makes people click ‘open’ rather than ‘delete’ isn’t just good practice – it’s essential for survival.
The opening decision
People decide whether to open your newsletter in about three seconds. They’re scanning subject lines whilst waiting for the kettle to boil or sitting on the train. What stops them scrolling? Clarity and relevance. Your subject line needs to answer one simple question: “What’s in this for me?” Vague promises or clever wordplay rarely work. ‘Three quick tips to cut your invoicing time’ beats ‘You’ll never believe what we discovered’ every single time.
What kills open rates? Inconsistency. If you promised weekly insights and deliver daily promotions instead, you’ve broken trust. Frequency matters too; too often and you’re a nuisance, too rarely and you’re forgotten. Find your rhythm and stick to it.
Does ‘friendly’ work in business?
There’s a persistent myth that business communications need to be formal to be taken seriously. The reality is rather different. A friendly, conversational tone works brilliantly in business newsletters, provided you understand your audience and context.
The key is striking the right balance. Chatty doesn’t mean unprofessional. You can be warm and personable whilst still demonstrating expertise. Think of it as writing the way you’d speak to a client over coffee, not the way you’d write a legal contract. People buy from people and newsletters are no exception. A bit of personality helps you stand out from the sea of corporate monotone.
That said, know your sector. A newsletter for creative agencies can be more playful than one for accountants – though even accountants appreciate clear, human language over jargon-heavy copy.
Does your newsletter tick these boxes?
Every successful newsletter, regardless of industry, ticks three essential boxes:
- Value first, always. Every edition needs to give your readers something useful before asking for anything in return. That might be insight, entertainment, or practical advice, but it must be genuinely valuable. If someone reads your newsletter and thinks “I’m glad I spent those two minutes,” you’ve won.
- Scan-ability. Most people won’t read every word. They’ll skim, looking for what catches their eye. Short paragraphs, clear subheadings, and bold text for key points make your content accessible. If your newsletter looks like a wall of text, it won’t get read, no matter how brilliant the writing.
- Clear next steps. What do you want readers to do after reading? Visit your website? Reply with feedback? Book a consultation? Make it obvious and easy. One clear call to action is far more effective than five competing ones.
Get these three elements right, combine them with consistency and respect for your audience’s time, and you’ll build a newsletter people actually look forward to receiving. And in today’s crowded inboxes, that’s no small achievement.
