In today’s fast-paced world, staying informed is key to professional success, especially for budding business leaders. From an idea in a student dorm to a widely read newsletter, the journey of creating a successful newsletter is one that’s filled with lessons and insights. Here’s a look at the path to building a beloved newsletter.
Back in my senior year at the University of Michigan, I realised that many students were struggling to connect with traditional business news. Publications like The Wall Street Journal were often described as dense and dry. That feedback sparked a thought; could I make business news engaging and easy to understand?
With no prior tech infrastructure, I started by manually developing a PDF newsletter. Mornings were spent going through publications like The Wall Street Journal, CNBC, and The Economist, and summarising the key stories into short, digestible pieces for aspiring business students. Despite these rudimentary beginnings, our subscriber list swiftly grew.
The initial challenge of subscribers having to email directly to join illustrated the value people found in the content. Within a short span, our base at Michigan’s business school expanded from 750 to over 1,500 eager subscribers. This led to formalising the project, transitioning to an email platform, and eventually launching what became known as Morning Brew in March 2015.
Creating a newsletter that resonates isn’t merely about filling inboxes; it requires strategy and a distinct approach. To build a successful newsletter, consider these top tips:
1. Dive into a Specific Niche
A common early mistake is aiming too broadly. General newsletters on topics like global business or politics face fierce competition and lower engagement. Instead, focus on a niche where you’re passionate or knowledgeable. For instance, instead of tackling broad “marketing,” consider areas like “account-based marketing.”
2. Tackle a Tangible Problem
The true key to a successful newsletter is solving pressing issues for your readers. For Morning Brew, it was overcoming the dull, dense nature of traditional business news and providing quick, meaningful insights. Identify a problem that links directly to your audience’s goals, saves them time, or addresses a knowledge gap.
3. Develop a Unique Voice
Your newsletter’s style and tone are crucial. It should be authentic, keeping readers engaged from start to finish. For Morning Brew, a blend of information and wit ensured readers stayed glued. The balance varied with audience needs, prioritising entertainment in our daily editions and actionable insights in industry-specific emails.
4. Let Demand Drive Growth
Before channelling funds into marketing, ensure there’s a natural demand. If readers aren’t organically sharing your newsletter, reconsider the product-market fit. Morning Brew’s initial growth was entirely organic, focusing on refining content and understanding reader preferences before entering paid marketing.
5. Track Meaningful Metrics
Metrics play a vital role in understanding your newsletter’s impact. Focus on those that matter. Initially, engagement metrics such as open rates and clicks are paramount. As subscriber counts rise, retention and conversion take precedence to maintain sustainable growth.
The path to building a successful newsletter isn’t about perfection from the start. It’s about beginning with clear intentions, adapting, and evolving. Over time, consistency and responsiveness to reader needs will transform your effort into a valued resource.
Conclusion Learn, Adapt, and Persisting for a Successful Newsletter
Creating a successful newsletter starts with understanding what your audience wants and incrementally adapting to meet those needs. The journey is one of constant learning and adjustment. Whether you’re starting small or already scaling, maintain focus on your readers’ needs and adjust your strategy accordingly. Remember, the key to sustainability is consistent quality and relevance to your audience’s evolving preferences.
For more insights, visit our blog. Contact us via email at info@07hm.co.uk or call us on 01702 410663.
