Should you have an email newsletter? (Myth vs. Reality)

Everyone seems to be starting or thinking about starting an email newsletter these days.

It’s a common question I get from readers of this newsletter and people in my community.

Should I start a newsletter?

If you’re considering this question, here’s a slightly different question to ponder: Is an email newsletter really worth my time?

That’s what you want to know before you commit to such a big project.

So today I’ll share the the pros and cons of starting and managing a newsletter, so you can make the best decision for your brand and your business. We’re going to cut through the noise and look at some facts.

Let’s dive in.

The Numbers Don't Lie (And They're Not Pretty)

First, let's talk open rates.

The average email open rate across all industries is about 21.3%. That means for every 100 people on your list, only 21 are actually opening your emails.

That’s depressing. And it gets worse.

Click-through rates average 2.6%. So out of those 21 people who opened your email, less than 1 person is likely to click on any of your links.

Sounds pretty bad, I know. But there's more to the story than industry averages.

Despite the low numbers, I’ve found that email marketing still greatly outperforms social media content when it comes to converting readers to customers.

And when email marketing is done right, you can outperform industry standards. My newsletter averages a 50% open rate and a ~3.5% click-through rate.

Why is email marketing so powerful?

Because email is personal.

It lands directly in your reader’s inbox, instead of competing with an endless stream of content on social media. Just look how loud and busy X and LinkedIn have become.

And as a bonus, you own your email list. You don’t have to worry about those constantly changing algorithms that so many creators fear, mistrust, and complain about. That was a big reason I started my newsletter. I wanted to own my real estate, so to speak.

The Real Work Behind Newsletters

Before you run off to start your newsletter, let's talk about some of the work involved with a newsletter. Because it’s a lot more than sending an email once a week.

When you decide to launch a newsletter, here's what you're actually committing to:

1. Consistent Content Production: First of all, you have to actually produce your newsletter. That means consistently producing valuable content, week in and week out.

You’ll need interesting topics with unique insights, practical tips, and entertaining stories that keep your readers engaged and subscribed. You’ll have to format your message and edit for clarity. You’ll want images to add visual interest and break up your text. You’ll need email subject lines that stand out, and so on.

‍This is all before you promote your newsletter.

2. List Building: Building an email list is harder than I expected, and probably harder than you expect.

You'll have to create lead magnets, optimize your landing pages and sign-up forms, and maybe even run paid ads to attract subscribers.

It’s not as simple as posting to your social media accounts that you’ve launched a newsletter and watching subscribers flood in.

‍With so many newsletters out there, why should someone let yours into their already-filled-to-the-brim inbox?

3. Email Design and Deliverability: Your newsletter needs to look good and be easy to read on both desktop and mobile. And it needs to actually land in your reader’s inbox!

This means choosing a great email service provider and incurring the costs associated with it. My spend on email marketing is the largest business expense I have every year.

Most (not all) email service providers are pretty expensive relative to other operating costs, especially as your list grows.

4. Analytics and Optimization: Lastly, you'll need to keep a close eye on your open rates, click-through rates, and unsubscribe rates. Not to mention your spam rates with Google’s new inbox changes.

And you’ll want to read all the replies to your newsletters to see what’s resonating and what isn’t.

It’s a constant process of iteration and improvement to make your newsletter better.

When I Think a Newsletter Makes Sense (And When It Doesn't)

So, the big question — should you start a newsletter?

Honestly, it depends on your goals. Here are some scenarios where I think a newsletter makes sense:

1. You're Playing the Long Game: You won’t be successful overnight because you launched a newsletter. The more likely outcome is that it will take you months to get your first few hundred subscribers. This play is all about building a relationship with your audience over time. If you're willing to put in consistent effort for years, a newsletter can be incredibly powerful. (If that doesn’t feel right to you, tune in to that, and move on.)

2. You Have Specialized Knowledge: If you have unique insights or expertise that your audience can't find somewhere else, a newsletter is an awesome way to share that knowledge and position yourself as an authority. If that’s you, I think a newsletter is one of the best ways to build your 1,000 true fans.

3. You Sell Products or Services: If you have something to sell, like a digital course, a service, or consulting/coaching - a newsletter will likely be your most effective sales channel. Especially if you have specialized knowledge. I sell more of my products on Saturdays than any other day because that’s when I get to show off my specialized knowledge and then position the right product that goes deeper on the topic.

On the flip side, a newsletter might not be the best use of your time if you're not in a position to create deep weekly content (it’s harder than you might imagine), don't have a clear niche or audience in mind yet, or don’t have any products or services to sell.

If you’re looking to simply be a thought leader or enhance your career on social media, a newsletter probably isn’t the best tool for you to do that. It could amount to a lot of work that yields no positive result.

The Bottom Line

Starting a newsletter is hard. It’s one of the hardest things I’ve done for my business.

It's a tool that requires a ton of effort to make it work, and deep strategic thinking to be effective.

But if you're willing to put in the work, a newsletter can be one of the most powerful ways to convert readers into customers.

You’ll have an opportunity to gain direct access to your audience, build authority in your niche, and drive significant revenue over time.

So, just remember: like anything worth doing, it's not about how fast you can be successful with it. It's about showing up consistently, providing specialized value, and playing the (very) long game.

So what do you think?  Are you ready to start your newsletter? Or are you better off focusing your energy in a different place?

Only you can answer that question. But now, at least you have the facts to make an informed decision.

And that’s all for today.

See you next week.