Newsletters are often mislabeled as marketing tools … vehicles to push links, promote content or chase clicks.

That framing misses their true value.

At their best, newsletters are editorial products: curated, intentional experiences that reflect judgment, voice and trust. They don’t just distribute content. They shape relationships.

Across newsrooms and institutions, I’ve seen firsthand how treating newsletters as editorial work, not promotional output, changes everything from engagement to loyalty.

Editorial Judgment, Delivered Directly

A strong newsletter answers a simple question for the reader: Why does this matter to me today?

That requires the same skills as good journalism:

• Clear news judgment
• Audience awareness
• Context and prioritization
• A distinct, consistent voice

At the Mercury News, managing breaking news, sports and entertainment newsletters meant making fast but thoughtful decisions about what audiences needed most — often during moments of urgency or emotional investment. The goal wasn’t to replicate the homepage. It was to provide clarity and relevance in a crowded information environment.

Breaking news newsletters emphasized verification and updates. Sports newsletters leaned into analysis and anticipation. Entertainment newsletters focused on discovery and delight. Each had its own editorial purpose and readers responded accordingly.

Design and UX Are Part of the Story

Newsletters live in constrained, personal spaces: inboxes, mobile screens, moments between meetings.

That makes UX and layout editorial decisions, not cosmetic ones.

Across organizations, I’ve focused on:

• Scannable structure that respects limited attention
• Clear hierarchy that guides readers through content
• Visual restraint that supports comprehension
• Consistent formatting that builds familiarity and habit

At KRON4 News, refining the newsletter strategy meant aligning design and content more closely with audience behavior. Small changes in structure, timing and clarity led to measurable growth, not because we added more content, but because we made it easier to engage.

Growth Comes From Trust, Not Tricks

At ABC 10News, expanding newsletter audiences required treating newsletters as a destination, not an afterthought.

That meant:

• Broadening content beyond breaking news to include explainers, lifestyle and community-focused stories
• Using newsletters to surface original reporting, not just promote it
• Thinking intentionally about how different audiences encountered and returned to content

Subscribers grew because the newsletters delivered consistent value, not because of aggressive promotion or gimmicks.

Building Connection at Scale

That philosophy carried into higher education at San Diego State University, where newsletters served a different — but equally important — role.

Relaunching SDSU’s newsletters involved:

• A new look and feel that reflected the university’s identity
• Expanded content that spoke to students, alumni, faculty and staff
• Cross-departmental collaboration, especially with technology teams
• New access points that helped readers feel connected to the broader campus ecosystem

The goal wasn’t just information delivery. It was belonging.

When newsletters feel intentional, readers recognize the care behind them … and reward it with attention and loyalty.