I subscribe to dozens of newsletters.

Some are for my hobbies, others for professional research into email marketing.

And one thing constantly bewilders me: newsletters often look clunky and uninspired — especially when compared to the slick, polished marketing emails sent by the very same companies.

It’s not a matter of skill. The creative ability is clearly there.

So why the drop in quality?

The Purpose May Be the Same, But the Execution Isn't

At their core, both newsletters and marketing emails have the same goal: a return on the investment of time and money.

The difference lies in how each tries to achieve that.

• Marketing emails are heavily tested, refined, and optimised. Split tests determine what design, copy, and offers work best. Every pixel is questioned because conversions are on the line.
• Newsletters, on the other hand, often feel like afterthoughts. The design is crude, personalisation is minimal, and testing seems rare. It’s almost as if companies think: “We’re giving content away for free. If readers don’t like it, tough.”

That mindset leaves results on the table.

Where Newsletters Fall Flat

1) Lack of Purpose

Too many newsletters exist just to “send something out.” There’s no clear CTA, no subtle tie-in to products, and no sense of progression. Done right, a newsletter should inform and gently guide subscribers toward the next step — whether that’s checking out a product, signing up for a webinar, or simply building trust.

2) Weak Targeting

Beyond a first name in the header, most newsletters are one-size-fits-all. That’s not targeting. Imagine buying a printer, then receiving a generic newsletter about unrelated products. A little personalisation — for instance, a tailored offer on the latest model in your product range — could push someone already interested into making the purchase.

3) Uninspired Design and Copy

Some newsletters look like they were built a decade ago. Walls of text, stock imagery, no real hierarchy. Compare that to an engaging marketing email, which entertains, informs, and persuades in just a few seconds. A newsletter should do the same — but many don’t.

What an Effective Newsletter Should Do

A newsletter isn’t just filler. It’s a chance to sell without shouting.

When done right, it should:

• Inform readers about what’s new and relevant to them.
• Encourage action with subtle nudges.
• Entertain and engage, so opening the next issue feels exciting.
• Educate by showing your expertise and authority in the field.

Above all, it should reflect your company’s ethos. A newsletter full of bland design and slapdash copy doesn’t just look bad — it tells subscribers that quality isn’t a priority.

The Bottom Line

Newsletters cost time and money to create. If they’re going to be worth it, they need to be treated with the same seriousness as any other marketing email. That means targeting, testing, and continual improvement.

Because here’s the truth: a well-designed, engaging newsletter doesn’t just share updates. It builds loyalty, reinforces your brand, and keeps customers coming back for more.