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Most people start a newsletter with excitement.
They pick a name, set up an account, write a few issues, and hit publish.
Then reality kicks in.
No one subscribes. Open rates are low. Growth is slow.
And after a few months, the newsletter fades into obscurity.
Sound familiar?
The truth is, most newsletters fail because of a few common mistakes. Mistakes that can be avoided.
Here’s what I’ve learned from studying successful newsletters and the biggest reasons most don’t make it.
1. Writing to Everyone
A vague newsletter is a dead newsletter.
If your content is all over the place, one day about marketing, the next about personal development, readers won’t stick around.
People subscribe because they want content on a specific topic.
If they can’t tell what your newsletter is about, they won’t stay.
When you try to cover too many subjects, you dilute your authority and make it harder to attract a loyal audience.
Readers should immediately know what to expect when they subscribe to your newsletter.
A lack of clarity leads to confusion, and confusion leads to unsubscribes.
So how do you fix this?
Pick a niche you’re genuinely interested in. Passion and expertise will keep you going.
Focus on a specific audience with a clear problem. The more specific your audience, the easier it is to provide value.
Be known for something, not everything. A focused newsletter stands out in a crowded space.
2. Publishing When You Feel Like
Imagine following a show that airs randomly.
One episode today, another in three weeks, then silence for months.
That’s how many creators treat their newsletters. They publish inconsistently, and as a result, their audience forgets about them.
Inconsistency kills momentum.
If readers don’t know when to expect your emails, they’ll lose interest and eventually unsubscribe.
A sporadic publishing schedule also hurts your credibility. Subscribers want to follow creators they can rely on.
Here’s how to fix this:
Commit to a schedule that works for you—weekly, biweekly, or even daily.
Treat your newsletter like a job, not a hobby. If you take it seriously, others will too.
Plan. Use a content calendar to stay on track and avoid last-minute scrambling.