How to Build a Newsletter

If you follow my content on LinkedIn, you’ll know that I’m always talking about the importance of building a newsletter.

Today, more than ever, it’s important because of how much competition there is for attention. And let’s not even get started on the ever-changing algorithms!

Delivering a high-quality newsletter is one of the best ways to build trust and authority with your audience. It’s also an incredibly powerful tool for growing your business.

But let’s be honest, starting a newsletter can feel overwhelming.

What platform should you use?

How do you get subscribers?

What should you even write about?

And how do you make sure people actually open and read your emails?

I’ve spent years figuring this out.

I’ve tested different formats, subject lines, and strategies to grow an audience and keep them engaged. Some things worked brilliantly. Others? Not so much.

For context, I write three newsletters for myself across different platforms, and I also ghostwrite and manage email newsletters for my clients. It means I spend a crazy amount of time thinking about what works, what doesn’t, and how to keep people coming back for more.

This article distils the biggest lessons I’ve learned so you don’t have to make the same mistakes I did.

Whether you’re just starting out or looking to level up, here’s exactly how to build a newsletter that people actually want to read (and share).

Tech: Setting Up Your Newsletter System

Before you start sending emails, you need the right tech stack. Without it, your newsletter won’t even reach inboxes.

This is what you need:

Email Engine: Choose a reliable email platform like Kit or BeeHiiv. There are plenty of others, but having tried and tested them, these two stand out above the rest. These platforms make it easy to manage subscribers, automate emails, and track performance.

Landing Page: You need a simple page where people can sign up. The email platforms I mentioned offer built-in landing pages. Keep it clean, highlight the benefits of subscribing, and include a clear call to action ("Get weekly insights straight to your inbox").

Welcome Message Automation: The moment someone signs up, they should get a warm welcome email. Introduce yourself, set expectations, and maybe even share your best content. Make them feel like they’ve made the right choice.

Email Template: Design a simple, easy-to-read format. Avoid clutter. A basic header, a short engaging introduction, and clear sections work best. Make sure it looks good on mobile since most people read emails on their phones. I avoid using lots of colour blocks. Simplicity always wins.

Get this set up first so you can focus on the real work: getting subscribers and sending great content.

Build Your Subscriber List

A newsletter without subscribers is just an email to yourself.

Here are six ways to get people on board:

1. Invite People You Know: Start with your network. Think of current clients, and other people doing similar work to you first. They are the most likely to subscribe.
2. Optimise Your LinkedIn Profile: Attach a sign-up link to your featured section and headline link so it is top of mind for visitors to your profile.
3. Announce Your Launch: Create a post explaining what your newsletter is about and why people should join. Be excited and give people a reason to sign up!
4. Plug Your Newsletter Weekly: Don’t just announce it once. Mention it in your social posts regularly. You can even do a teaser post talking about what’s inside and why it’s valuable.
5. Create a Lead Magnet: Give people a reason to subscribe. Offer an Educational Email Course or a template giveaway.
6. Ask for Referrals: When people sign up, ask them to share it with someone who’d love it too. A simple “Know someone who’d enjoy this? Forward it to them!” can work wonders. People overlook this step but it makes a huge difference.

Your subscriber list won’t grow overnight, but consistent promotion and high-value content will make people want to join.

Publishing Content: Make It Worth Reading

Once you’ve got subscribers, your job is to keep them engaged. Create content they’ll actually look forward to by:

? Always Staying Ahead: Have at least two or three articles written before you launch. This way, you’re never scrambling for content.

? Focusing on High-Value Topics: Write about what people care about. Look at what’s performing well on social media—likes, impressions, and meaningful comments are great indicators.

? Going Deeper: Surface-level content is everywhere. Stand out by offering detailed insights, step-by-step guides, and real-world examples.

? Not Selling Too Often: People didn’t sign up for endless promotions. Add value first, build credibility, and when you do sell, make it feel natural.

? Making It Conversational: Your newsletter should feel like a one-on-one conversation, not a corporate memo. Write like you talk. Keep it casual, engaging, and easy to read.

Get Started Today

You don’t need a massive audience to start a newsletter.

You just need valuable content, the right tools, and a plan to grow. Set up your email system, start promoting, and focus on writing high-quality content.

Take the first step today. Pick your email platform, create a landing page, and start inviting people to subscribe.

The sooner you start, the sooner you’ll see results.

If we haven’t already met, I’m Mohammed and I ghostwrite content for Coaches so they spend less time marketing and more time coaching.

Here are 3 ways that I can help you:

?

1. Newsletter Management - I can build, manage and write your email newsletter. Click here to book a meeting.
2. Free Course - If you prefer to do it yourself, I've created a free course for coaches showing you how. Get access here.
3. Newsletter - My weekly newsletter written by a coach for coaches. Subscribe here.