Newsletters are still absolutely relevant (And here’s how not to mess them up!)

While some might think newsletters have become the dinosaurs of the marketing world, we're here to tell you why they're still essential in 2025 and beyond. But fair warning - you can either use them to build your business or completely trash your reputation. 

Let's look at the hard facts, sharp insights, and brutal truths about making newsletters work. 

Why Newsletters Still Matter in 2025 (The Stats Don't Lie)

Before you dismiss newsletters as outdated marketing tools, consider this: By 2027, there will be an estimated 4.89 billion email users worldwide. That's over 50% of the world's population checking their inboxes daily. Not exactly the "dying platform" some social media “gurus” would have you believe, is it? (PS, we hate the word gurus)

According to the 2025 State of Email Newsletters Report, engagement remains strong across industries, with fitness, mental health, and health showing the highest engagement rates. 

Despite the rise of social media platforms and other digital channels, newsletters offer something increasingly rare: direct access to your audience without the fickle interference of algorithms. 

Consider these recent statistics:

💎 71% of customers expect personalised experiences 

💎 Personalised newsletters show significantly higher engagement rates 

💎 Email delivers an incredible ROI of £42 for every £1 spent 

💎 Open rates average nearly 38% across industries 

Still not convinced? We’ll keep going….

How Can Newsletters Benefit Your Business?

1. Direct Line to Your Audience
   Unlike social media posts that might get lost in crowded feeds or fall victim to the latest algorithm change, newsletters land straight in your subscribers' inboxes. This direct line of communication ensures your message reaches its intended audience, building a sense of personal connection that's often lacking on other platforms. (Ps we’re not hating on social media, we’d be out of a job if we did.🤣)
2. Building Brand Loyalty and Trust
   Regular newsletters serve as a powerful tool for nurturing relationships with your audience. By consistently delivering valuable content directly to your subscribers, you're building trust and reinforcing your brand's presence in their lives. This ongoing engagement translates into increased customer loyalty and, ultimately, better business outcomes.
3. Measurable Results and ROI
   One of the most compelling arguments for newsletters is their trackability. Modern email marketing platforms offer robust analytics, allowing you to measure open rates, click-through rates, and conversions with precision. This data-driven approach enables you to refine your strategy continually, ensuring your efforts yield tangible results.
4. More Personalised Than Ever
   Advanced email marketing tools now allow for sophisticated segmentation and personalisation. From addressing subscribers by name to curating content based on their interests and behaviour, newsletters offer a level of customisation that resonates deeply with recipients.
5. Supporting Your Content Ecosystem
   Newsletters can serve as a central hub for your content marketing efforts. They can drive traffic to your website, promote your latest blog posts or videos, and even generate buzz around upcoming events or product launches. By integrating newsletters into your broader content strategy, you're creating a cohesive ecosystem that supports your overall marketing objectives.

How to Create Newsletters That Don't Get Immediately Binned (Or Worse, Marked as Spam!)

Now for the juicy bit – how to make sure your newsletter doesn't end up in digital purgatory. 

1. Nail Your Subject Line

Your subject line is the make-or-break element of your email. According to recent data, shorter subject lines consistently outperform longer ones, with those under 40 characters showing the highest open rates.

The moment you write more than 40 characters; open rates begin significantly dropping. Keep it punchy, intriguing, and to the point. And for heaven's sake, don't use "Newsletter Issue #42" unless you're actively trying to put people to sleep.

2. Tell People What They're Signing Up For

Be crystal clear about what subscribers will receive from you. Near your signup form, add a section explaining exactly what type of content you'll be sending and how often. If people know what to expect, they're less likely to feel spammed or report you.

Nobody likes a nasty surprise in their inbox. "Oh, I thought I'd get weekly tips but instead I'm getting daily sales pitches? Unsubscribe!"

3. Provide Actual Value (Not Just Self-Promotion)

Keep your newsletter 90% educational/valuable and only 10% promotional. Nobody wants to read a glorified advertisement. Your newsletter should solve problems, provide insights, entertain, or offer genuine value that subscribers can't easily find elsewhere.

Remember: if your newsletter looks like it was written by your sales team during a caffeine binge, you're doing it wrong. People can smell desperation through their screens.

4. Timing is Everything

Data shows that Tuesday, Wednesday, and Thursday have the highest open rates, with Tuesday taking the top spot at 38.25%. The sweet spot for sending times? Late morning, with 11 am showing average open rates of nearly 43%. But just like your social media posts, your times will differ from another. Consider who your audience is and when they’re most likely to be around.

5. Make It Scannable and Mobile-Friendly

With 96.2% of global internet users accessing content via mobile phones, your newsletter must look good on small screens. Use short paragraphs, clear headings, and plenty of white space. Test your newsletter on multiple devices before sending.

6. Keep It Consistent (But Not Boring)

Consistency builds trust, but repetition breeds boredom. Maintain a regular schedule and consistent voice while varying your content formats and topics to keep subscribers engaged.

It's a bit like dating - be reliable enough that they know you'll show up, but unpredictable enough that they're excited to see what you'll do next. Nobody wants to date (or read newsletters from) someone who tells the same stories over and over again.

7. Optimise for Dark Mode

Most people now use dark mode on their devices, which can wreak havoc on your carefully designed newsletter. Test how your newsletter appears in dark mode and adjust accordingly.

How to Absolutely Tank Your Brand with Newsletters

Want to destroy your reputation through email? Here's how to make a right mess of it:

1. Email Bombardment

Nothing makes subscribers hit 'unsubscribe' faster than receiving multiple emails per day. Even daily newsletters need to provide exceptional value to justify their frequency. 

Remember: just because you can email someone doesn't mean you should.

There's a fine line between "regular contact" and "digital stalking." Don't cross it.

2. Terrible Subject Lines

Misleading or clickbait subject lines might boost your open rates once, but they'll destroy trust immediately. Similarly, boring subject lines like "Monthly Newsletter - Issue #42" guarantee your email stays unread.🥱

3. Inconsistent Sending Patterns

Disappearing for months then suddenly flooding inboxes with content creates an impression of disorganisation and desperation. Your subscribers will have forgotten who you are and why they signed up.

4. Ignoring Mobile Optimisation

With most emails now opened on mobile devices, sending newsletters that require horizontal scrolling or feature tiny, unreadable text is marketing suicide.

If your subscribers need a magnifying glass and the finger dexterity of a surgeon to read your newsletter on their phone, you've already lost them. And they won't be coming back.

5. Outdated Design

Newsletters that look like they were designed in 2010 signal that your brand is behind the times. Keep your design clean, modern, and aligned with current visual trends.

Nothing screams "we don't invest in our marketing" like a newsletter that looks like it was cobbled together in Microsoft Word 97. Sure, it was good enough for your mum's Christmas letter, but not for your business.

2025 Newsletter Trends You Simply Can't Ignore

💎 Hyper-Personalisation Takes Centre Stage

Generic newsletters no longer cut it. Hyper-personalisation means tailoring content to match the unique preferences and behaviours of each subscriber. 

💎 Interactive Content Enhances Engagement

Incorporate elements like polls, quizzes, and dynamic images to create an immersive experience. This transforms passive reading into active participation, significantly boosting engagement rates.

💎 AI-Driven Automation for Smarter Campaigns

AI tools can now optimise send times, segment audiences, craft effective subject lines, and even predict future subscriber actions. This allows you to focus on strategy while automation handles the tactical implementation.

💎 Sustainable and Ethical Email Practices

With growing concerns about data privacy and digital carbon footprints, sustainable and ethical email practices are gaining traction. Be transparent about data collection, honour preferences, and optimise email sizes to reduce environmental impact.

💎 Storytelling Enhances Brand Connection

Weaving narratives into your emails creates a more compelling and memorable experience. Stories humanise your brand and make your communications more relatable, fostering a deeper emotional connection with your audience.

Here’s some tips on how you can repurpose your newsletters -visual edition! 😎

Newsletters in 2025 and Beyond

Far from fading into obscurity, newsletters have evolved into sophisticated marketing tools that provide direct access to your audience in an increasingly noisy digital world. When done right, they build trust, nurture relationships, and drive business results like few other channels can.

The key is to respect your subscribers' time and attention by providing genuine value, personalised experiences, and content that serves their needs rather than just your marketing objectives.

As 2025 continues to unfold, the most successful newsletters will be those that combine thoughtful strategy, creative content, and technical optimisation to create experiences that subscribers genuinely look forward to receiving. And isn't that what we all want? To create content people actually get excited to see in their inbox!📩

So go on, give your newsletter the love it deserves! Your subscribers (and your bottom line) will thank you for it.

We Can Help with Your Newsletters!

Struggling to create newsletters that actually get read? Finding yourself staring at a blank screen wondering what on earth to write? SocialJems can help! Our team specialises in crafting engaging, personalised newsletters that build your brand and drive real results. No more pulling your hair out or sending newsletters that make you cringe.

Don't let your newsletters fade into inbox obscurity. Contact us today to discuss how we can transform your email marketing strategy and help you connect more effectively with your audience.

Get in touch with us to see how we can help!

Oh and just one last reminder….if you’re on LinkedIn, are you posting your newsletters?🤔