Newsletters have moved from “nice-to-have” to a critical owned-media channel for brands, experts and executives alike. But with so many to choose from, what practices garner real success?
According to beehiiv’s State of Newsletters 2026 report, publishers sent an estimated 28 billion emails in 2025, reaching roughly 255 million unique readers, with average open rates hovering around 41% (on the beehiiv platform). But even if it seems like a new newsletter is launching everyday as inbox competition increases, newsletter engagement remains strong, reinforcing email’s reputation as one of the continuously best-performing communication channels.
In fact, according to the beehiiv report, open rates increased from 37.98% in 2024 to 41.24% in 2025, a sign that audiences continue to commit to and engage with newsletters.
For marketers, the report’s data points to a clear shift in how audiences want to consume — and connect with — content. Weekly newsletters dominate, desktop reading remains prevalent and shorter subject lines (less than 20 words) win opens (41.56%), while longer subject lines (80-100 words — yes, they do exist!), generate the highest click-through rates (7.78%).
As social platforms grow more unpredictable due to algorithm changes, newsletters are increasingly serving as an anchor for audiences through building community and long-term brand trust.
What Readers Want
But what exactly makes someone open a newsletter? What makes them click through a link on the inside? What makes a newsletter popular?
Data is great, but first person accounts make it that much more comprehensible. We posed these questions to experts in the marketing and communications industry. If you are a maestro of newsletters for your organization, or someone that manages that strategy, these suggestions are for you.
Shunning Urgency and Showing Respect
Grace Daughtry, a Public Relations Account Executive at JDPR, says she’s far less likely to open newsletters that manufacture urgency.
“‘Urgent,’ ‘Attention required,’ ‘Time sensitive’… is not warranted,” Daughtry says. “As comms professionals, we’re already consuming an extraordinary amount of news to stay informed for our clients, and false alarm language only adds to the overwhelm of the constant news cycle. While I understand that negativity and panic drive clicks, I search for updates delivered in a measured and respectful way.”
She notes that newsletters that earn her open also respect her time, with clear subject lines, concise formatting and proven credibility.
“I’m a big fan of the ‘Here’s what you need to know’ approach,” she says. “It’s direct, specific, timely and fully visible in the subject line of my email. When a newsletter consistently prioritizes clarity, it builds trust, and trust keeps me coming back (Axios, Morning Brew and AP do a fantastic job with this).”
Creative Content
Joseph Gallo, Director of Communications at PayPal, gives a newsletter five chances to grab and sustain his attention. After five issues he decided if it’s worth keeping the subscription.
“The stories [that make me click] either have to be super interesting (like the CIA losing a nuke in the Himalayas) or a pretty funny/unique situation,” Gallo says. “There’s also the ‘Oh I didn’t think of that angle,’ or something I find personally interesting (GEO, personal branding, etc.) [that keeps me reading].”
Compelling Writing You Don’t Have to Dig For
A majority of professionals commented on the subject line and interior titles for sections and articles.
Nicole Yelland, Principal at Grit PR, is obsessed with a newsletter just getting to the point.
“My lizard brain is all about that lede,” Yelland says. “TheSkimm does a great job appealing to my base need for entertainment.”
Diana Kowalsky, a strategic internal communications expert, says the subject line should reflect the inside content.
“[I need] a tantalizing subject line that makes the stories inside appealing,” Kowalsky says. “For example: Who’s America’s favorite Simpsons’ character? Find out inside. And once I’m in, [I need] a well-crafted teaser (that isn’t just a lift of the first paragraph of the article).”
Cat Colella-Graham, an internal communications lead and coach, says two strong themes came out of a recent creative workshop she attended that applied to newsletters.
“We need to work on our titles (compelling titles of each article, not just the facts) and our first sentence of the copy,” Colella-Graham says. “Consider famous first sentences of any book or movie, and you can tune your writing to invite the reader to want to know more.”
Consistency Breeds Loyalty
Showing up every week for your readers makes a big difference and strengthens your community.
Michelle Garrett, a PR consultant for B2B, says she watches out for her favorite newsletters.
“The ones I’m most likely to open come from those who send them *religiously* on the same day/time,” Garrett says. “It becomes a habit to read them (I’ve sent mine out the same day/time each month for 10 years now).”
Nicholas Budler, Senior Manager, Technology at Weber Shandwick, says he lives for predictability when it comes to his newsletter content consumption.
“It needs to not deviate from what it is,” Budler says. “I sign up for specific newsletters and when they change the format or the content or try to get fancy with it, I’m usually out.”
An Instant Turnoff
Kowalsky also felt very strongly about a subject many others may agree on: paywalls, which are sure to lower CTR. It’s important to think about your user’s experience.
“For all that is good, PLEASE don’t link to something behind a pay wall/requires log in, or at minimum — warn me!” she says.
Nicole Schuman is Managing Editor at PRNEWS.
