The bar for a good newsletter has gone up significantly. Readers get hundreds of emails. They have developed a fine-tuned sense for what is going to be worth their time in the first three lines and what is not. The ones that survive and grow are the ones that give something -- a genuine insight, a useful piece of information, a perspective the reader has not heard before.
We write newsletters that treat subscribers as intelligent adults who have better things to do than read marketing copy dressed up as content. The writing is direct, reasonably short, and includes at least one thing the reader will actually want to pass along or think about after they close the tab.
For brand newsletters, the goal is usually a combination of staying visible and building trust. For lead nurture sequences, it is moving someone from aware to considering over a series of sends. For thought leadership, it is building a reputation that opens doors. We write for all three, and the approach is different for each.
Formats we work in include long-form single-topic issues, curated roundups with commentary, personal update newsletters, and product-focused newsletters that keep commercial intent honest rather than pretending it is not there.
SaaS companies building subscriber relationships. E-commerce brands staying visible between purchases. Consultants and professionals maintaining their professional network.