I Hate Most Newsletters. Here’s Why I Still Send One.

There was a time when getting email was exciting.

You installed AOL from a free trial disc, listened to the modem hiss and squeal, and waited to connect. Then came that familiar voice: “You’ve got mail.”

Somebody had written to you. You wanted to see what they had to say.

Today, I’m more likely to wonder what somebody wants to sell me.

I find about 99% of the newsletters I receive annoying. That’s an awkward admission from someone who produces one, but it also shapes how I approach the Woodruff Media newsletter. I know how easily an invitation into someone’s inbox becomes a reason to hit unsubscribe.

Give People Something Worth Opening

A business needs a reason to send a newsletter, and readers need a reason to open it. Those reasons should meet somewhere.

For Woodruff Media, a monthly newsletter helps us stay connected with previous clients and show potential clients what we do. But a monthly reminder that we exist would get old quickly.

Each issue includes two blog articles and an infographic. One article usually focuses on marketing. The other might explore history, pop culture, psychology, or media. We’ve also added a fun section because sometimes a short distraction at work is welcome.

Readers won’t care about every subject. Giving them some variety increases the chance that something will interest them.

The same applies to sharing our projects. A finished video or a client’s new website gives people a concrete example of our work. It belongs in the newsletter. It doesn’t need to become a lengthy speech about how wonderful we are.

Toot your own horn, then put the trumpet down.

Respect the Inbox

Some organizations send me several emails a week, most of which don’t apply to me. Eventually, I stop opening them—even when something relevant might be inside.

A few senders have inspired me to create keyword rules just to filter their messages. That’s quite an accomplishment: they’ve contacted me so often that I’ve built a system to avoid them.

Woodruff Media sends one newsletter a month. That schedule makes us choose what deserves space rather than send an email every time something happens.

We also limit calls to action. Read this. Watch that. Book now. Download something. After a while, opening an email feels like accepting homework.

And if someone hasn’t engaged for four months, we remove the address from our active list. There’s little value in continuing to send messages someone consistently ignores.

Deliver What You Promised

Frequency isn’t my only complaint.

If I give a business my email address because it promises a guide, coupon, or download, I expect to receive it. Finding another form on the other side is irritating.

You already have my email. Give me the &^%#! thing you promised.That’s something I’ve actually said. If the business still doesn’t deliver, I unsubscribe. Sometimes I mark the message as spam. Whatever relationship it hoped to build has already taken a hit.

A newsletter starts with an expectation. Whether you promised useful advice, local updates, entertainment, or special offers, the contents should give people a reason to feel that subscribing was a good decision.

Pay Attention to the Response

Across six recent Woodruff Media newsletters, 786 emails produced a reported 53% open rate, 33 website sessions, and 10 unsubscribes.

Those numbers give us something to review. Clicks help us see which subjects attract attention, although interest in a video or branding article doesn’t automatically mean someone wants to hire us.

A subscriber recently told me they enjoy our monthly newsletter. That matters too. Someone took the time to say they appreciate what we send.

That’s the response I want to earn more often.

Email has lost the novelty it had when a modem connected us to a mysterious new world. But there’s still an opportunity to send something people are glad to receive.

I still send a newsletter because I believe we can do that. My dislike of most newsletters is a useful reminder to keep trying.

If your business needs help producing a newsletter worth opening, Woodruff Media would be happy to help.