NEWSLETTERS THAT DON’T SUCK

While trends come and go, email remains constant.

Newsletters That Don’t Suck 

We now have more tools than ever to connect with colleagues – instant messaging, video content, town halls, face-to-face and virtual briefings – but one favourite continues to prove its worth: the email newsletter.

While trends come and go, email remains a constant. A 2024 study by Workshop found that 94% of internal communicators use email as their main channel, and a 2025 report showed 85% believe it’s the most effective.

Yet, despite email’s ubiquity, the email newsletter has a poor reputation amongst internal communicators. It’s frequently disparaged and seen as a dumping ground for content. And I get it, stakeholders sometimes expect a newsletter to solve every communication challenge. And while it’s not a magic fix (if only it were that easy!), when done well, newsletters can be a valuable and highly effective channel.

The problem is most newsletters aren’t done well. In my 30 years in communications, I’ve seen a lot of newsletters – and yes, most have been terrible.

With decades of experience consulting across multiple communications fields, I’ve done my fair share of editorial overhauls and content redesigns. Let’s explore what the best newsletters look like and how to unlock your newsletter’s potential.

First, here are three case studies showcasing newsletters I’ve launched or modernised:

Case Studies  

Make it stand out

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Make it stand out

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Make it stand out

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

The Best Newsletters 

When done well, email remains one of the most effective ways to reach a wide, dispersed workforce.

The Best Newsletters Are:

  • Relevant: Tailor content to your audience and cut anything that doesn’t serve their interests - irrelevance is the fastest way to lose readers.

  • Written for the Audience, Not the Approver: Prioritise clarity and usefulness over stakeholder detail - always write with the reader in mind, rather than the stakeholder.

  • Brief: Respect busy inboxes. Keep it short, clear, and focused on what the reader needs to know or do.

  • Consistent: Newsletters delivered on a regular schedule build trust and cut through the noise of random communication.

  • Creative - Use Storytelling to Engage: Use relatable stories, analogies, or humour to make information memorable and meaningful.

  • Build Trust Through Credibility: Back up messages with trusted sources, clear attribution, and credible voices your audience respects.

  • Visually Appealing: Use strong visual design and smart formatting to make key messages stand out and invite engagement.

I explore each of these points in more detail – along with tips on titles, asking questions and using calls to action – in my Newsletter Writing Guide, which you can find here. If your newsletter includes actions for readers, my INSPIRE case study on Using Behavioural Insights in Written Communication and corresponding Guide [here] may be helpful.

Cut Through the Noise 

Cut Through the Noise

In today’s digital world, people don’t want more information – they want content that feels relevant and worth their time. The best newsletters balance personalisation with connection: tailoring content to individual needs while preserving a sense of shared experience. With hybrid working now the norm, newsletters play a unique role – not just delivering targeted updates, but uniting teams and reinforcing collective culture, no matter where employees are

Maximising the Potential of Your Newsletter

Creating a successful digital newsletter takes time, effort and thought. Before making changes, reflect on what’s working – and what’s not.

Ask yourself:

  • Is your current newsletter achieving its true potential or is it just following old patterns?

  • Have you assessed whether your content resonates with today’s readers and reflects evolving expectations? Look at data and survey your audience if needed.

  • Is it clear who the newsletter is for and why it exists? Many newsletters fail because they try to be everything to everyone or serve stakeholder agendas instead of reader value. Go back to basics: Who is your primary audience? What is the purpose? Why should your readers care? If you can’t answer those questions clearly, your readers won’t be able to either.

  • How can you better leverage technology to deliver personalised, engaging content that resonates with your audience’s specific needs? Consider smart segmentation, dynamic content blocks, smart tags, behaviour-based recommendations, reader preferences or AI-driven tools to personalise content and ensure relevance.

  • How can you cut through the noise and deliver content that genuinely connects beyond simply standing out? Aim to create real value, inspire action, and build stronger connections.

  • Is a newsletter the right channel? Sometimes they fail because they’re no longer fit for purpose (or never did!). Could a Teams post, or a live briefing deliver messages better? Don’t be afraid to kill or radically reimagine your newsletter.

Starting with reviewing your current newsletter format, email etiquette, and communication model. Define what’s truly useful and relevant – and what isn’t. Create clear content guidelines and share with contributors. Remember, cutting through the noise is not just about being heard; it’s about making your content resonate.