Minisode: Email Newsletters that Actually Get Read

mgraziano45
Oct 6
2 min read

In this mini-episode of Adventures in Business, Amani and Mandi chat about email newsletters for business owners (or, as Mandi prefers to call them, anti-newsletters). From frequency to style, to using the word “newsletters,” this conversation breaks down what works (and what doesn’t) when it comes to staying connected with your audience.

Why Email Newsletters Matter More Than Social Media

Here’s the truth: social media platforms don’t belong to us. Algorithms change, platforms come and go (remember MySpace?), and relying on them alone is risky.

Email, however, is something you own. That’s why Amani puts a big focus on growing his email list using lead magnets. His favorite is a fun quiz called “Which R&B Group Are You?”

What to create your own lead magnet? Here’s a tip: a lead magnet is something valuable you give away for free (like a quiz, guide, or checklist) in exchange for someone’s email address.

Newsletter or Anti-Newsletter?

Here’s where Mandi threw in a twist. While Amani doesn’t mind the word “newsletter,” Mandi hates it. To her, it feels outdated and uninspired, and definitely not in line with the innovative, memorable experiences she wants to create in her business.

She even ran a LinkedIn poll to help rename hers. The winning title for her new “anti-newsletter” will be revealed soon, but in the meantime, she’s encouraging everyone to rethink how they present their email communication. After all, words matter.

H2: Frequency vs. Consistency

When it comes to sending emails, should you be consistent or frequent? Mandi and Amani explored both sides:

Amani’s take: He sends his once a month and hopes to bump that up to twice. He’s also a fan of short, easy-to-read emails that don’t overwhelm.

Mandi’s take: Frequency is more important than consistency. She doesn’t send hers on a strict schedule but focuses on value-packed, meaningful updates. Her once-a-year “life updates” actually get higher open rates than some of her shorter, snappier emails.

The takeaway here is that there’s no one-size-fits-all answer. The right frequency depends on your content, your audience, and your goals.

What Makes People Actually Open Your Emails

Amani and Mandi agreed on a few essentials for emails that actually get read:

Catchy subject lines
Clear, concise content
Good visuals
Calls to action

As Mandi put it, too many business newsletters miss the mark with cluttered designs, unclear fonts, and no clear call to action. It’s a wasted opportunity.

Whether you call it a newsletter or an anti-newsletter, what matters is that you’re showing up in your audience’s inbox with something worth their time. Keep it short, keep it valuable, and most importantly, make sure it reflects you and your brand.