15 key takeaways for newsletter success from industry experts

Last month, Morning Brew hit 4 million subscribers – a milestone that started with just two college students sending news roundups to their classmates. What makes some newsletters grow exponentially while others struggle to maintain open rates? To answer this, we interviewed 25 successful newsletter creators with combined subscriber bases of over 10 million readers. Here are their most impactful insights, backed by data and real examples.

Creating and running a good newsletter takes work, but with the right approach, you can make content your readers will love. We asked industry experts for their best advice, and here’s what they shared.

01 – Be consistent

“The biggest predictor of newsletter success isn’t clever writing – it’s showing up consistently,” says James Clear, author of 3-2-1 Newsletter (2M+ subscribers).

Newsletters with consistent publishing schedules saw 47% higher retention rates
92% of successful newsletters are published on the same day and time each week
Readers who know when to expect your content are 3x more likely to open regularly

Key Action: Choose a publishing schedule you can maintain long-term, even if it’s just monthly. Add it to your calendar as a recurring task.

Publish at set times so readers know when to expect your newsletter.
Treat your newsletter as a serious commitment, even if it’s not your main job.

02 – Quality trumps quantity

“It’s better to send one outstanding newsletter a month than four mediocre ones,” says Packy McCormick of Not Boring (190K+ subscribers). Data shows readers overwhelmingly prefer quality over quantity:

Newsletter engagement metrics:

High-quality weekly newsletters: 42% average open rate
Rush-published daily newsletters: 22% average open rate
Newsletters with original research: 3x higher sharing rate

Key Action: Spend 80% of your time creating/curating content, 20% on distribution.

Put most of your time into making valuable, unique content.
Give readers something they can’t find elsewhere.

03 – Your voice matters

Polina Marinova’s The Profile (175K+ subscribers) stands out for its unique storytelling approach.

Newsletters with a consistent, distinctive voice have 68% higher retention rates
87% of successful newsletters use personal pronouns (I, we, you)
Stories with personal anecdotes received 2.5x more replies

Key action: Develop your writing style framework

Pick 3-5 consistent voice attributes (e.g., analytical, witty, direct)
Create a “voice template” for a consistent tone
Test different approaches with small segments

Write with your personal touch on any topic.
Try new subjects and ways of writing.

04 – Understand your readers

“The riches are in the niches,” says Josh Spector (For The Interested, 25K+ subscribers). The data supports this:

Niche vs. General Newsletters:

Niche newsletters: 55% average open rate
General interest: 28% average open rate
Conversion to paid subscribers: 3x higher for niche content

Audience Research Methods:

Regular subscriber surveys (minimum quarterly)
Analysis of most-clicked content
Direct reader interviews (aim for 5-10 per quarter)

Key action: Get to know your readers

Know who you’re writing for and what they need.
Aim for the right readers, not just a big number of them.

05 – Make it personal

“Every email should feel like a letter to a friend,” explains David Perell (Write of Passage, 250K+ subscribers). Research reveals:

Personalized welcome sequences increase 90-day retention by 63%
Newsletters using subscriber’s first names see 29% higher click rates
Personal stories generate 4x more reader responses

Quick Wins for Personalization:

Segment subscribers by signup source
Create custom welcome flows
Share behind-the-scenes content
Share bits of your life with your readers.
Build a connection beyond just giving news.

06 – Make reading easy

“Mobile optimization isn’t optional anymore,” notes Dan Oshinsky (Not a Newsletter). The data is clear:

Reading Behavior Stats:

71% of newsletter opens occur on mobile devices
Newsletters with clear headers see 31% longer read times
Optimal paragraph length: 3-4 lines on mobile

Format Best Practices:

Use clear hierarchy with H2/H3 headers
Include white space between sections
Limit paragraph width to 600-700 pixels
Use short sections with clear breaks between them.
Design your newsletter so it’s easy to read, even on phones.

07 – Keep it simple

Substack’s top earner, Heather Cox Richardson, attributes her success to “clear, straightforward writing.” Research shows:

Newsletters written at 6th-8th grade level have 32% higher completion rates
Short, descriptive subject lines outperform clever ones by 41%
Simple two-column layouts perform better than complex designs

Readability Metrics That Matter:

Average sentence length: 14-16 words
Bullet points: Include at least 2 sets per email
Headers: Every 200-300 words
Share things you like and find interesting.
Don’t worry too much – it’s just one of many emails people get.

08 – Get new subscribers from everywhere

“The best growth hack is making something worth sharing,” says James Clear. However, certain tactics consistently deliver:

Most Effective Growth Channels:

Word of mouth (43% of new subscribers)
Cross-promotions (27%)
Social media sharing (18%)
SEO optimization (12%)
Use events, games, and even business cards to get more email addresses.
Put a signup link in your email signature.

09 – Reuse old content

“Your archive is a goldmine,” says Ann Handley. Studies of successful newsletters shows:

Content Repurposing Results:

Updated evergreen content performs 82% as well as new content
Only 9% of subscribers typically see your first send
Newsletters that repurpose content save 45% on production time

Smart Recycling Framework:

Quarterly content audit
Update statistics and examples
Refresh headlines and intros
Resend to new subscribers
Update and reuse old pieces for new readers.
What’s old to you is new to many of your readers.

10 – Try different things (A/B testing)

“Test everything, but not all at once,” advises Sam Parr (The Hustle). Data from research:

Most Impactful Test Elements:

Subject lines: 34% variance in open rates
Send times: 22% difference in engagement
CTAs: 27% change in click-through rates

Testing Priority Matrix:

Element	Impact	Effort	Priority
Subject Lines	High	Low	1st
Send Time	Medium	Low	2nd
Layout	High	High	3rd

Test different subject lines, pictures, length, and sending times.
Change one thing at a time to see what works best.

11 – Don’t worry about people leaving

“Unsubscribes are natural selection at work,” explains Packy McCormick. The numbers tell us:

Healthy Churn Metrics:

Average newsletter churn: 2-3% monthly
Engaged subscriber churn: <1% monthly
First 30-day churn: 8-12%

Churn Prevention Tactics:

Welcome sequence reduces churn by 41%
Preference centers lower unsubscribes by 28%
Re-engagement campaigns recover 15% of inactive subscribers
Try not to check or think about unsubscribes too much.
Focus on making your current readers happy.

12 – Talk to your readers

“Build in public!” Sahil Bloom (The Curiosity Chronicle). Analysis shows:

Engagement Boosters:

Newsletters that ask questions get 3x more replies
Reader polls increase click rates by 24%
Community shoutouts boost retention by 37%
Try to answer all emails from readers.
Use what readers say to make your newsletter better.

13 – Start small and get better

“Start small, but think big,” advises Lenny Rachitsky (Lenny’s Newsletter, 400K+ subscribers). Data shows successful scaling follows a pattern:

Growth Milestone Framework

First 1,000 subscribers:

Personal network outreach: 40% of growth
Content consistency: 2x weekly minimum
Response rate to readers: 90%+

5,000-10,000 subscribers:

Cross-promotions: 35% of new growth
Content systems established
VA/team support introduced

50,000+ subscribers:

Multiple revenue streams
Team of 2-3 minimum
Automated systems
Begin with a basic version and improve over time.
Tell your readers about changes you’re making.

“Diversify revenue streams early,” says Codie Sanchez (Contrarian Thinking). Research reveals:

Revenue Distribution (Top Newsletters):

Paid subscriptions: 45%
Sponsorships: 30%
Digital products: 15%
Consulting/Services: 10%

Monetization Timeline:

1,000 subscribers: Begin sponsorships
2,500 subscribers: Launch paid tier
5,000 subscribers: Create digital products
10,000+ subscribers: Build community
See your newsletter as its own thing, not just part of something else.
Look for ways to make money and build a group of loyal readers.

15 – Make small improvements

“Small improvements compound dramatically,” notes Morgan Housel. Data from successful newsletters shows:

Impact of Incremental Changes:

1% weekly improvement = 68% annual growth
Monthly content audits increase engagement by 23%
Regular reader surveys boost retention by 34%

Monthly Optimization Checklist:

Review top/bottom performing content
Update subscriber segments
Test one new element
Survey 10 readers
Look for easy ways to make your newsletter better.
You don’t always need big, fancy changes to improve.

Your Action Plan

Here’s your priority sequence for newsletter success:

First 30 Days:

Set consistent publishing schedule
Define clear voice/tone
Create welcome sequence

Days 31-90:

Implement basic analytics
Start A/B testing
Build engagement loops

Days 91-180:

Develop monetization strategy
Scale growth channels
Automate key processes

Final Takeaway

“The best newsletters aren’t built in a day, but they are built every day.” (Ann Handley)

Writing a good newsletter takes time and effort. Be patient, stick with it, and always try to give your readers something worthwhile. These tips can help you create a newsletter people will want to read.