Most newsletters never get read.
They land in the inbox (or the junk folder), sit there, and die.
And if you’re reading this, I’m guessing yours might be one of them.
A great newsletter doesn’t just “share value”—it grabs attention, builds loyalty, and turns readers into customers.
That requires more than just good writing.
Below are seven steps I use myself to create a newsletter that’s impossible to ignore. I’ve included real examples for every step so you can apply them instantly.
1. Your First Sentence Decides If They Read or Leave
Most newsletters start with: “In today’s email, I want to talk about…”
Every time I see a variation of this, I die a little inside.
This is your one shot to hook your reader. What the hell are you doing?
Your first line needs to be so compelling that it could stand alone as a social post and get engagement.
Example:
Instead of: “Hey everyone, for this newsletter, I wanted to talk to you about what makes a great email.”
Try: “Your emails aren’t being ignored because of bad subject lines—they’re being ignored because they’re predictable.”
Test this: If your first sentence wouldn’t stop you from scrolling on social media, it’s not good enough.
2. Keep Them Reading Like a Netflix Binge
Ever lose track of time binge-watching a show?
That’s because every episode ends with a cliffhanger (AKA an open loop) that forces you to keep watching.
Your newsletter should do the same.
How to Create Open Loops in Your Emails:
- “I made a huge mistake last month… but it doubled my business. Here’s why.”
- “Most people think they know how to write a great email… but almost everyone makes this one mistake.”
- “Even if your open rates double, there’s one fatal mistake that will kill your conversions every time. More on that next time.”
If your email is easy to close without finishing, it’s forgettable.
Pro copywriters chain two, three, even four sentences together to keep readers on the edge of their seats.
TikTok creators do this too. Watch how they use multiple hooks within 30 seconds to keep people watching the entire video.
3. Pick a Side—No One Respects a Fence-Sitter
The highest-performing newsletters, brands, and thought leaders don’t try to please everyone—they take a stand.
Alex Hormozi said it best: “If you’re making content that no one disagrees with, you’re making content no one cares about.”
Your goal isn’t to be liked by everyone—it’s to build a loyal audience that aligns with your beliefs.
If your audience doesn’t know where you stand, you’re being too passive with your content.
The Contrarian Framework:
Find a popular belief → Flip it → Defend it with data or logic.
Example:
Popular belief: “Bigger email lists are better.”
Flip it: “Smaller lists convert better—here’s why removing 30% of your audience can make you more money.”
Defend it: “A list of 10,000 unengaged subscribers costs you more in ESP fees and skews your data. A 3,000-person list of hyper-engaged readers? That’s where the real money is.”
Test this: If your email doesn’t challenge at least one common belief, it’s probably forgettable.
4. Write Like a Human, Not a Corporate Robot
The easiest way to tell if your email sounds human?
Read it out loud.
If you wouldn’t say it to a friend over coffee, rewrite it.
We’ve all seen that obvious AI-generated corporate copy:
“Unlock this tool to maximize advanced profits and master optimization!”
It’s generic.
It’s forgettable.
And worst of all, everyone knows it came straight from ChatGPT.
Example:
Corporate-Speak: “Let’s discuss the key differentiators that drive consumer engagement.”
Human: “Why do some brands make people obsessed while others get ignored? Let’s break it down.”
Test this: If your email doesn’t sound like something you’d actually say in real life, rewrite it.
5. Get to the Point—Fast
Most emails take too long to get to the good stuff.
My Editing Rule for Emails:
- First Draft: Write your email in full.
- Second Draft: Cut the first 20%—because it’s probably unnecessary setup.
- Third Draft: Trim another 20% of fluff words.
You should have seen how long this article was before I cut half of it.
Bloated: “Many entrepreneurs struggle with crafting compelling subject lines, which leads to lower open rates.”
Edited: “Boring subject lines kill your open rates.”
If you can say the same thing in fewer words, do it.
This not only improves your copy—it keeps readers engaged longer.
6. Call to Action? Make It Actionable
If you don’t tell readers what to do, they’ll do nothing.
Instead of just asking for action, pre-frame it.
Instead of: “Click here to check out my new product.”
Try: “Most people reading this will ignore this link and stay stuck. But if you’re serious about fixing [pain point], go here.”
This subtly challenges the reader, making inaction feel like missing out.
Also, pain points help relate to your reader and show that you understand them.
I’m a big believer in giving away freebies.
If your CTA doesn’t create urgency, reframe it.
7. Keep Testing, Keep Tweaking, Keep Winning
Most people think they optimize, but they’re not tracking the right data.
Instead of just looking at open rates, track:
- Reply rate: Are people engaging with your content?
- Open rates: Are you split-testing subject lines?
- Scroll depth: Are readers actually finishing your email?
- Time of day patterns: Are your best readers opening at a specific time?
If your optimization strategy is just guessing, it’s not really optimizing.
BONUS: The 15-Minute Challenge
It’s easy to read an article and feel like you’ve accomplished something.
Don’t do that.
Here are five quick action items to test in your next newsletter—you can apply all of these in under 15 minutes.
- Include a table of contents at the top.
- Add an estimated read time (“Estimated Read Time: 4 min 23 sec”).
- Make it skimmable. Space out text, remove large blocks.
- Bold key words to help readers skim quickly.
- Set up an automated welcome email that:
- Sets expectations.
- Asks readers to move your email out of spam.
- Includes a freebie to build trust.
Final Thoughts
Make an email people miss when they’re gone.
A great newsletter isn’t just an email—it’s a habit.
If your readers don’t feel like they’re missing something when they skip yours, it’s not strong enough.
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