Top 9 Tips to Build a Newsletter That Connects

The other night I was talking with a friend about all the great sessions in store at the Thrive Summit.

“I’ve recruited the smartest people I know to run sessions on topics I want to learn more about. If I weren’t already hosting the thing, I’d be signing up for every one,” I told her.

“Ooh! Do you have one on newsletters and email lists? Because I need that! I know I should be doing it, but haven't gotten around to it.”

“We don’t, but I can help! Stay tuned and watch your inbox next week. I’ll get meta for you and write a newsletter about newsletters, so you can get set up and keep it simple.”

Snag your free seat now, and stay tuned for next week when we release the official schedule!

Here it is! My top 9 tips to build a newsletter that actually connects. Ready?

1. Embrace the opportunity for connection.

Seth Godin says, “Marketing is no longer about the stuff you make, but about the stories you tell.” I love this because it reminds us that email isn’t just a transactional tool—it’s a way to connect with people about what excites you. Whether you’re sharing your latest product, a personal story, or valuable insight, think of your newsletter as a medium to convey excitement and authenticity.

People want to feel that excitement when they open your emails—so focus on building relationships, not just selling. Ask yourself: what stories do I want to share with my audience, and how can I make them feel as excited as I am?

For me, sometimes that means including silly photos of me in a swim cap 🙈, other times, I share tools my clients find most transformative.

2. Your email list is gold

While it’s tempting to pour your energy into building a social media following, the algorithms will always have the final say. Social media platforms come and go, and trends shift faster than you can say “Reels.” But your email list? That’s yours. It’s direct access to the people who’ve raised their hand and said, “Yes, I want to hear from you.”

Bottom line? Don’t build your house on rented land. When it comes to fostering long-term relationships with your audience, email wins every time. So prioritize growing your list and treating it like the precious asset it is.

3. COPE: Create once, publish everywhere

Start with your newsletter, yes—but then push that message everywhere your audience is! When I worked in marketing and communications for a $4B nonprofit, we would often remind each other to COPE: Create Once, Publish Everywhere.

Take that amazing content you just crafted and repurpose it across your social media channels. Share snippets on Instagram, start a conversation around it on LinkedIn, or turn it into a Facebook post. Wherever your people are, make sure your content shows up there too.

This approach helps you maximize the impact of your content without reinventing the wheel every time. Plus, it offers multiple touchpoints for your audience to engage with your message.

(This was, of course, sent to my list before being published here.)

4. Consent is sexy

Nobody likes being added to a list without their permission. That’s a surefire way to make people hit “unsubscribe” faster than you can say “spam.” The golden rule of email marketing? Ask first. This isn’t just about legality (although, you know… GDPR and all that)—it’s about respecting your people.

Want engaged subscribers? Make sure they actually want to be there. People who voluntarily opt into your list are far more likely to engage with your content and become loyal followers. So skip the sketchy tactics—get consent, and give people a reason to be excited about joining your list.

5. Incentivize signups

Your newsletter should feel like an exclusive VIP club, and one way to do that is by offering your subscribers something extra. Create a super-helpful freebie, let them have first dibs on new offers, early access to content, or even subscriber-only discounts. By creating a sense of exclusivity, you give people a reason to sign up—and stay subscribed.

When people know your list is where they’ll hear the latest and greatest first, they’re more likely to hit that subscribe button. Remember, your email list is your most engaged audience, so make them feel special!

6. Stay true to your voice

There’s no one-size-fits-all template for a newsletter. Some people love to write long-form essays that dive deep into a topic, while others prefer to keep it short and sweet—like a quick snack of insight. Neither is “right” or “wrong”—I subscribe to newsletters in both camps and everything in between. What matters is that you stay true to your voice and your audience.

If you’re someone who loves to tell stories, go ahead and write that 1,000-word piece. If you prefer to send bite-sized tips that people can read in two minutes, that works too! The trick is finding what feels natural to you and sticking with it.

7. Respect your reader’s time

Your readers are giving you one of their most valuable resources: their time. So make sure you’re respecting it by offering value in every email. Whether it’s insight, advice, a resource, or even just a bit of entertainment, make it worth their while. They’ve invited you into their inbox—earn your spot there every time.

Ask yourself: How am I being of use to my audience with this content? What problem am I helping them solve, or what joy am I adding to their day? If your emails are valuable and engaging, your audience will stick around for the long haul.

Go ahead and give it an extra proofread while you're at it. My most reliable proofing method is to read the whole thing aloud before sending it your way. I made about a dozen small corrections doing that with this one!

8. Regularity > frequency

You don’t have to email your list every day (in fact, probably best not to), but you do need to be consistent. Whether you’re sending out weekly updates or a monthly deep dive, the key is picking a cadence that works for you—and sticking to it. Frequency matters less than consistency.

If your subscribers know to expect your newsletter on, say, the first Monday of every month, they’ll start to look forward to it. In a world full of unpredictable noise, consistency can help people trust your brand.

9. The more you write, the more ideas flow

Did you know that Dolly Parton wrote “I Will Always Love You” and “Jolene” in the same day?! The more you write, the more you open the idea faucet. Trust me, you won’t run out of things to say! Many of the best ideas come from everyday conversations with clients, peers, or just while you're on a walk. (Case in point: this email!) So start writing, and you'll be surprised at how inspiration flows in.