Why I Delete 35 Newsletters a Week
I subscribe to about 40 newsletters. I actually read maybe 5 of them. The ones I read have something in common: they do not feel like newsletters. They feel like emails from a friend.
The Problem with Polished
The rest — the ones I delete without opening — all follow the same formula. Clean template. Perfect grammar. Optimized CTA. They are so polished that they have no soul.
What Makes a Newsletter Unforgettable
The best newsletters are unpredictable. They start with a personal story, go on a tangent, make you laugh, then hit you with something profound. They use imperfect language. They have opinions.
Be Human
Think about the newsletters you actually look forward to. They probably come from individuals, not companies. They have a voice, not a brand. Stop trying to be professional. Start trying to be human.