Wait... I Thought Newsletters Were Dead?

Written By Cyan LeMoal

We all know the feeling… It’s Sunday morning, you’re sipping your coffee and scrolling through your inbox, only to be bombarded by ten+ emails from brands you only subscribed to for a free shipping discount.

The subject lines are all the same:

SUMMER SALE!
50% OFF—Today Only
New Arrivals Just Dropped

If you’re anything like me, you don’t even open them. You just hit delete. Why? Because we've become desensitized to messages like this. When every brand is shouting the same thing, no one stands out.

Newsletters Aren’t Dead, They Just Need to Evolve

Despite what you might think, newsletters aren’t outdated. In fact, they might be more powerful than ever. Unlike social media, newsletters give you direct access to your audience, you don’t have to hope the algorithm shows your content. And better yet, you own your email list. It’s not subject to platform shutdowns, policy changes, or disappearing reach.

That said, if your emails are only about discounts and product drops, you’re missing the mark.

Your Audience Wants More Than Just a Deal

I believe that marketing shouldn’t be about pressuring someone to make a purchase right now. It should be about building trust so that when the time comes, your brand is the obvious choice.

Today’s consumers are looking for more than just a coupon code. They want:

  • Insights

  • Inspiration

  • A sense of connection

They want to feel like they know your brand, your values, and the people behind it and newsletters are a powerful way to create that relationship.

What to Try Instead

In your next newsletter, try sharing a small personal detail, something behind-the-scenes, something real. Show your audience the human side of your business.

Yes, you can still announce new products or promos, but balance those updates with something thoughtful or relatable.

For example:

  • Instead of a subject line like “FREE Shipping”, try:
    “A Gift From Our Founder to You”

  • Rather than just showcasing new arrivals, share the story behind them. What inspired this launch? Who helped bring it to life?

Think of your newsletter like a mini-magazine: share a story, a thought, and a deal - in that order.

And don’t forget visuals! Photos break up blocks of text and make your email more inviting to read. Whether it’s a behind-the-scenes shot, a product in use, or a mood-setting image, pictures help tell your story in a way that words alone can’t. People don’t just want to read—they want to see.

Newsletters Work for More Than Just Retail

Don’t think newsletters are just for clothing boutiques. I’ve worked with:

  • Restaurants sharing weekly specials and kitchen tips

  • Influencers sending personal updates and favourite finds

  • Actors connecting with fans behind the scenes

  • Wellness brand offering fermentation tips and recipes

In every case, the newsletters that got the most engagement were the ones that felt personal.

Ready to Rethink Your Newsletter?

If you already send newsletters, take a look at your most recent one. Was it just a sales pitch? Or did it offer your audience something meaningful?

If you’re not sending newsletters yet, or you’re not sure how to make them better, I can help.

📩 Let’s work together to create email content your audience actually looks forward to. Whether you're a small business, a creative, or a service provider, there's a way to use newsletters that feels human and gets results.

Cyan LeMoal