How to Create an Email Newsletter People Actually Want to Open!

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“Do I really need a newsletter? Isn’t everyone’s inbox already overflowing?”

Yep. It is. But here’s the thing: newsletters aren’t dead; bad newsletters are.

Well, Ron Burgundy, you should believe us. The reality is that a good newsletter can quietly become your most profitable marketing channel. It’s the difference between being another voice in the algorithm and showing up directly in someone’s inbox, where real connection still happens.

Let’s dig into why email still matters, what makes a newsletter worth opening, and how to build one your audience actually wants to read.

Why newsletters matter more than ever

Email isn’t dead.

It’s personal, powerful, and still one of the most profitable ways to grow a business. Unlike social media, you own your list. You don’t have to hope your followers see your post or that the algorithm’s feeling generous today. Email is the only channel where your readers have actively chosen to hear from you. You get a direct line to your audience and their precious attention.

And that line is worth a lot.

A strong email strategy drives sales, builds trust, and keeps your business top of mind. Whether you’re announcing a new offer, sharing a helpful resource, or giving people a peek behind the scenes, your newsletter is a space where your audience actually pays attention.

The trick is to make it about them.

No one wants another corporate “update.” They want something that makes their day better, whether that’s a tip, an insight, or a story that hits home.

What makes a newsletter actually good

A newsletter that works doesn’t just shout “news.” It delivers value.

That could mean practical advice, a quick mindset shift, a behind-the-scenes story, or even a funny observation that makes your audience feel seen. The best ones have consistency, personality, and a clear purpose.

Think of it like a conversation, not a broadcast. Write like you’re talking to one person who cares about what you do. Use a friendly tone, keep paragraphs short, and skip the filler.

You don’t need a fancy template, either. Clean and clear always beats flashy and confusing. What matters most is that it feels human and that every send gives readers a reason to open the next one.

If you’re not sure where to start, try structuring each issue with three pieces:

  1. A personal intro or story

  2. One actionable insight or idea

  3. A call to action (visit, reply, buy, read more, choose the thing that will move your needle)

Just these three pieces can form the basis for your very first newsletter.

How often should you send it?

There’s no magic formula for how frequently to post on various marketing channels, and the same applies to email. Whether you send weekly, biweekly, or monthly, what matters most is that you stick with it. A sporadic newsletter disappears fast; a steady one becomes part of your reader’s routine.

We’re big fans of a monthly rhythm. That’s why the Big Bad Marketing newsletter hits inboxes on the first-ish of every month. It’s a simple cadence that keeps things fresh without overwhelming us (or you).

Sending less often but more consistently builds credibility. It also gives you time to create something worth reading. Once you find a rhythm that works, protect it like your favorite morning coffee, because consistency beats frequency every single time.

A simple rule of thumb: write when you have something to say, not just because your calendar says you should.

Growing your list without being annoying

Everyone says “build your list,” but few explain how to do it without sounding desperate.

Start with a good reason for someone to subscribe. Offer a lead magnet that’s genuinely helpful, like a checklist, a guide, or a short resource that solves a specific problem. Then make the signup process quick and visible. Don’t hide it in your footer; feature it where your audience already engages with you (your homepage, social bios, or woven nicely into a blog post, like the opt-in below!).

Once people are on your list, keep it clean and organized. Segmentation helps if you serve different groups (like prospects vs. clients), but you don’t need to overcomplicate it right away. Focus first on delivering value consistently; that’s what keeps people subscribed.

And don’t forget referrals. Encourage your readers to forward your newsletter to a friend who’d love it. Word-of-mouth still works super well, especially when your content is actually useful!

Boosting opens and clicks

Getting people to open your emails is part art, part psychology.

Start with a subject line that earns attention. Pick something super clear (your brand name), a little curious (when’s the last time you ate this superfood?), or emotionally resonant (this month we honor our fallen brothers).

“The mistake every small biz makes before launch” will always beat “October Newsletter #4.”

Then, make your content easy to skim. Use:

  • Short paragraphs (2-4 sentences max)

  • Headers

  • Images/Videos (we love a good meme, but for your sanity, we cap our newsletters at two memes each!)

  • Bullets

  • Bolded text

  • Plenty of white space

People read emails on their phones, and whether we like that or not, we have to respect it.

End every newsletter with one clear next step. Whether it’s clicking through to your latest post, replying with feedback, or checking out your offer, never leave people wondering what to do next.

If you track your data (and you should), aim for around a 25–40% open rate and 2–5% click-through rate. But focus less on the numbers and more on improving over time. If readers consistently open, click, and reply, then by golly, you’re doing something right.

Picking a platform that won’t drive you nuts

You don’t need to overthink your email platform. As we always say, use all the free things first. So if you already have the free version of Mailchimp or Kit (formerly ConvertKit), then go with that. Don’t pay to send an email until you have enough subscribers to make it worth it.

Any email platform works. Just pick one and start sending. Don’t let tech analysis paralysis keep you from building momentum.

Same, girl, same. Don’t let it stop you!

Can a newsletter actually make you money?

Yep, and it’s not just through direct sales (though we do love it when that happens).

Sure, you can use your newsletter to promote offers, share affiliate links, or launch new products. But the real magic happens in the long game. A strong, consistent newsletter builds trust, and trust drives sales, even when you’re not selling.

Some of our Big Bad Marketing clients have used newsletters to fill advisory programs, promote free online education tools, or stay top-of-mind with clients who eventually come back for more.

Whatever your goal, track how your newsletter performs. The biggest mistake you can make is to keep sending emails and never look at the data. Specifically, check out the open rate and click-through rate of your emails. Those are good indicators if your subject line and copy are working well!

Your quick-start checklist to create a newsletter that slaps

Now that you know the ins and outs of the email newsletter game, here’s your quick checklist to get going!

✅ Give it a name (Even if that’s just {Your Brand Name} Newsletter!)
✅ Pick a cadence you can actually sustain (Monthly has always felt good for us, but if you have more time and more to say, maybe weekly is achievable)
✅ Create 2-3 consistent sections readers will come to expect (We feature Tiny Levers, Fresh Out the Big Bad Oven, and Non-Biz Non-Sense every month)
✅ Write like a human, not a headline generator
✅ Include one clear CTA (feel free to pepper it a few times throughout the newsletter)
✅ Hit send, the most imperfect newsletter is better than one that doesn’t get sent

👯‍♀️Big Bad POV: Newsletters still work because they’re personal. They remind people why they trust you and what you stand for. They keep your business human in a world that’s increasingly automated.

If you want an example of a newsletter that’s actually fun to open, sign up for the Big Bad Marketing newsletter.

It’s free. It’s human. And it’s here to help you build marketing momentum one email at a time.

Brooke Joly

Brooke Joly is a Charleston, SC-based digital marketer with a diverse background in quality assurance, content strategy, and writing. She loves putting the customer at the heart of every strategy and is relentlessly looking for ways to improve the end-user experience.

https://bigbadmarketing.com/
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