The Harsh Truth: Why Newsletters Only Work When They’re Newsworthy
Let’s get real: if your newsletters aren’t working, the problem isn’t the channel—it’s your content.
Too often, I see rural marketers quick to blame the platform when results don’t meet expectations. It’s never their content’s fault; it’s always the channel that gets the blame.
But here’s the truth: the channel is only as good as the content you put into it. And when it comes to newsletters, the content has to be newsworthy.
The Newsworthy Test
If you want your newsletter to be read, it needs to be worth reading. Sounds obvious, right? Yet so many newsletters miss the mark because they’re generic, self-serving, or just plain boring.
Think about it:
- If your newsletter doesn’t offer anything useful, why would someone open it?
- If your content is all about you and not your reader, why would they care?
The key is to flip the focus. Stop thinking about what you want to say and start thinking about what your audience needs to hear.
What Makes Something Newsworthy?
Newsworthy content is:
- Unique: It stands out because it’s different.
- Relevant: It’s tailored to your audience’s specific interests or pain points.
- Actionable: It offers something your readers can use right away.
If your newsletter ticks these boxes, it has a fighting chance. If it doesn’t, you might as well be talking to yourself.
Lessons from Media and Conferences
Think about how journalists operate. When you pitch a story to an editor, it has to serve their readers. If it’s not relevant, useful, or unique, you’ll be directed to the advertising department.
Or consider conference presentations. The best ones don’t just talk at the audience—they serve them. They leave the crowd with tools, insights, or ideas they can take back and use immediately.
Your newsletter is no different. Ask yourself:
- Does your content serve your readers or just your own interests?
- Have you researched what your audience cares about most?
- Would you take action if you received this newsletter?
Measuring Your Newsworthiness
How do you know if your newsletter is hitting the mark? Start by looking at the data:
- Open rates: Aim for 25-35%.
- Click-through rates: 3% is a solid benchmark.
Good metrics are a sign you’re on the right track. Poor results? That’s your cue to test and tweak.
Split-test everything:
- Time of day
- Day of the week
- Subject lines
- Headline length
- Word count
- Calls to action
- Offers
The goal is to keep experimenting until you find what resonates with your audience.
The “News You Can Use” Rule
The simplest way to make your newsletters work? Fill them with “news you can use.”
This applies to more than just newsletters. Whether it’s a blog, email, or social media post, the same rule applies: be useful.
- Teach your audience something valuable.
- Share insights they can act on immediately.
- Help them solve a problem or seize an opportunity.
Final Thought
The best newsletters don’t just inform—they serve. They focus on the reader, not the sender. They’re relevant, actionable, and—most importantly—useful.
So next time you’re putting together a newsletter, ask yourself: Is this newsworthy? Is this something I’d want to read and act on?
If the answer is yes, you’re on the right track. If not, it’s time to go back to the drawing board.
Because when you focus on being useful, you’ll win much more. Every time.
