Burn your email list: Why newsletters are overrated for publishers

Newsletters have long been a cornerstone of digital publishing. Publishers tout them as a direct line to readers, a way to bypass social media algorithms, and a cornerstone of audience engagement strategies. But are they really as indispensable as everyone claims? Or are newsletters an overrated relic of a bygone digital era? Here’s a controversial take on why it might be time to rethink—or even abandon—your email marketing efforts.

The Overhyped Promise of Newsletters

Newsletters promise a lot: loyalty, engagement, and a steady stream of conversions. But the reality often falls short. Here’s why:

1. Low Open Rates: Average open rates for newsletters hover around 20-30%. That means the vast majority of your carefully crafted emails go unread. Despite the effort poured into design and content, most newsletters fail to capture attention in crowded inboxes.
2. Inbox Fatigue: Readers are bombarded with marketing emails every day. Even the best newsletters can get lost in a sea of promotions and spam. This constant influx of messages leads to apathy, where even high-quality newsletters are overlooked.
3. Declining ROI: While newsletters can drive revenue, the cost of maintaining a robust email marketing strategy—from designing templates to writing content and managing lists—often outweighs the benefits for smaller publishers. Email marketing platforms, list segmentation tools, and professional writers add to the expense without guaranteed returns.
4. Misaligned Metrics: Success metrics like open rates and click-through rates don’t necessarily translate into meaningful engagement or revenue. Vanity metrics can create a false sense of accomplishment, masking the true performance of your email campaigns.

The Risks of Overinvesting in Newsletters

1. Resource Drain: Crafting compelling newsletters takes time and talent. Overinvesting in email marketing can divert resources from more impactful initiatives, such as SEO, video content, or social media. Teams often find themselves stuck in a cycle of producing newsletters at the expense of exploring innovative strategies.
2. Reader Alienation: Aggressive email strategies—like sending too many newsletters or overly promotional content—can lead to unsubscribes and damage your brand reputation. Once readers feel bombarded, regaining their trust becomes an uphill battle.
3. Over-Reliance on a Single Channel: Putting too much emphasis on newsletters leaves publishers vulnerable to shifts in email deliverability policies or changes in reader behavior. Algorithm updates by major email providers can significantly impact how many people see your messages.

When Newsletters Work

To be fair, newsletters aren’t entirely without merit. For some publishers, they remain a valuable tool under specific circumstances:

1. Niche Audiences: For highly targeted, niche audiences, newsletters can foster strong community bonds and drive engagement. Readers with specific interests often value direct updates that cater to their passions.
2. Exclusive Content: Offering subscribers premium or exclusive content via email can create a sense of value. Whether it’s behind-the-scenes insights or first access to new stories, exclusivity keeps readers engaged.
3. E-Commerce Integration: Publishers with an e-commerce component can use newsletters effectively to drive sales through personalized product recommendations. Well-timed promotions tailored to user preferences can boost conversions.
4. Strong Personal Brands: Newsletters authored by well-known personalities or experts can command high loyalty and engagement. Readers often subscribe for the voice and insights of a trusted figure.

Alternatives to Newsletters

If newsletters aren’t delivering results, consider these alternative strategies:

1. Social Media Communities: Build and engage with your audience directly on platforms like LinkedIn, Discord, or Facebook Groups. These spaces allow for real-time interaction and foster a sense of community.
2. Push Notifications: Use browser or app-based notifications to alert readers about new content instantly, without cluttering their inboxes. Push notifications have high visibility and can reach users in moments of downtime.
3. Content Personalization: Invest in AI-driven tools to deliver personalized content directly on your website, creating a tailored experience without relying on email. Dynamic content recommendations keep users engaged without additional effort.
4. Targeted Ads: Use retargeting and native advertising to reach your audience where they’re already spending their time. Smart ad placements can re-engage users who’ve interacted with your site.
5. Mobile Apps: For publishers with the resources, apps can provide a direct, controlled channel to readers, offering notifications and content without competing for inbox attention. Apps also allow for advanced analytics and user behavior tracking.

Reimagining the Role of Email

Abandoning newsletters doesn’t mean giving up on email altogether. Instead, rethink how you use this channel:

1. Event-Driven Emails: Focus on timely, high-impact emails for specific events, like webinars, exclusive reports, or limited-time offers. These messages feel more relevant and less like routine noise.
2. Transactional Emails: Use email for essential communications like receipts, account updates, or subscription renewals. These interactions build trust and provide value.
3. Occasional Highlights: Instead of regular newsletters, send periodic digests of your best content or major updates. Highlighting only top-performing or highly relevant content ensures every email has impact.
4. Interactive Elements: Add features like surveys, polls, or quizzes to emails to encourage active engagement and collect valuable reader feedback.

The Bottom Line

Newsletters may still have a place in some publishing strategies, but their effectiveness is often overestimated. For many publishers, the time and resources spent on email marketing would be better allocated elsewhere. The digital landscape is evolving, and so should your approach. It’s time to question the conventional wisdom, burn the email list, and explore new ways to connect with your audience.

Instead of clinging to outdated practices, embrace modern tools and strategies that align with reader behavior. By focusing on what truly engages your audience, publishers can build stronger connections and unlock new opportunities for growth.