Your Newsletter Might Be Boring (And That’s Why It’s Getting Ghosted)

Let’s be honest: no one sets out to write a boring newsletter.

You don’t pour time into a clever subject line, drop in a few updates, press send, and think, “Wow, can’t wait for this to be immediately archived by 73% of our list.”

But it happens. A lot.

And I say this as someone who’s been in the email marketing trenches for over three years — testing, tweaking, and sometimes totally bombing. I work with a B2B finance company, where the audience is highly strategic (and skeptical) brokers, investors, and other decision-makers who do not have time to waste.

When I started, our average open rate hovered around 28%, and that was on a good day. Today, we’re consistently hitting 45%, and our subscriber base has grown from just over 6,000 to nearly 8,000 — not by shouting louder, but by writing smarter.

So if you’ve been feeling like your email efforts are disappearing into the void, let’s talk about why—and how to pull your newsletter out of archive purgatory.

1. You’re Writing Like a Corporation, Not a Human

Here’s a wild idea: write like you talk.

This doesn’t mean dropping emojis every other word (unless that’s your brand—go off, ✨) but it does mean ditching jargon and sounding like a real person. The fastest way to make someone skip your email? Sound like a robot trying to explain “solutions” for “stakeholder synergies.”

Instead, say something real:

• "Here’s what we’ve been thinking about this week."

• "This one change helped a broker close 3 deals faster."

• "This stat made us stop and go… wait, really?"

When we leaned into more straightforward, conversational tone, replies started rolling in. Yes—replies. From busy, no-nonsense professionals.

2. The Subject Line Isn’t the Hook You Think It Is

Subject lines are not just for summarizing—they’re for seducing.

Think less “Quarterly Insights Newsletter” and more “The Mistake That’s Quietly Costing You Thousands.”You’ve got 50 characters to earn a click. Make it count.

One thing that worked for us: pattern interrupt. Instead of always sounding “professional,” we dropped in curiosity, unexpected language, and even the occasional joke. That contrast helped our emails stand out in the inbox noise.

3. You’re Giving Updates, Not Value

This one stings—but needs to be said.

No one cares that your team went to a conference, or that you added a new page to your website... unless it solves a problem or reveals something useful.

Every email should answer one of these:

• What’s in it for the reader?

• What insight will they walk away with?

• How will this help them get better/faster/smarter?

In our case, we started highlighting broker success stories, rate trend breakdowns, and tactical deal structuring tips—and suddenly, people started forwarding our emails to colleagues.

4. You’re Not Formatting for Skimmers

Here’s how most people read email:👉 Subject line.👉 First sentence.👉 Scroll-scroll-scroll.

That’s it.

So make it easy: short paragraphs, bolded key lines, bullet points, and clear CTAs. No one wants to decode a wall of text at 8 a.m. between client calls.

We introduced “tl;dr” intros and bolded insights. Engagement shot up almost immediately.

5. You Forgot That Email Is a Two-Way Street

The inbox is intimate. If someone lets you in, respect their time—but also invite them to talk back.

When we started ending emails with lines like:

“What’s been your biggest marketing win this month? Hit reply—I read every one.”

We actually started getting responses. Which turned into leads. Which turned into deals.

TL;DR: Don’t Just Send Emails—Start Conversations

If you’re a founder, marketer, or service provider who’s tired of seeing your emails disappear without a ripple, know this: it’s not that email is dead. It’s that boring email is.

Put care into your copy. Respect your audience’s time. Talk like a human. Be generous with insights. And don’t be afraid to shake things up.

Because the best email isn’t the one that ticks a box.

It’s the one that makes someone say:

“Wait—this is actually good.”

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Want help making your newsletter one people look forward to? That’s my jam.