The Newsletter Playbook
Most newsletter creators know the basics: write compelling subject lines, maintain consistency, and segment your audience.
Nothing new here.
But there’s a world of lesser-known techniques that can (sometimes dramatically) improve your newsletter’s performance.
Here are some ideas.
The Psychology of Preview Text
While everyone obsesses over subject lines, the preview text (that grey text visible in the inbox) is often neglected.
On Substack, this will also overlap with the subtitle you can give your posts. But it works for introductory paragraphs as well.
Here’s the idea: instead of letting it default to your first sentence, craft it as a „second subject line“ that creates intrigue or offers additional value.
For example:
Subject: „5 AI Tools I Used This Week„
Preview: „…including the one that saved me 6 hours of work (and it’s free)„
See what that does? It adds a very important detail to the mix.
Next…
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The „Velocity Opening“ Technique
Rather than the conventional slow build-up, start with your second-best point.
You know… not linear. People like that sometimes.
Save your best for the middle, and end with your third-best.
This creates a fast-paced opening that hooks readers immediately, while avoiding the anticlimax that comes from leading with your strongest material.
Strategic Incompleteness
This is a crucial skill I am trying to develop myself at the moment.
Here’s how it works: Deliberately leave small gaps in your explanations – not to be manipulative, but to encourage reader engagement.
Instead of „Here’s how to fix your website’s loading speed,“ try „Here’s how I fixed my website’s loading speed (and why it might work differently for yours).“
This subtle shift invites readers to contribute their experiences.
The „Callback Loop“ Method
You might have already written a lot of stuff. Leverage that!
Create continuity between issues by referencing previous content in unexpected ways.
If you wrote about productivity apps last month, casually mention how one of them helped you research this week’s topic.
This builds a sense of ongoing narrative and rewards loyal readers.
Typography as a Reading Guide
Most platforms allow basic formatting, but few writers use it strategically.
Create visual hierarchies by:
Using bold text not just for emphasis, but to create „skim paths“ through your content
Breaking long paragraphs after emotionally resonant sentences, not just logical breaks
Creating white space around key insights to give them room to breathe
One-sentence paragraphs are awesome!
The „Response Trigger“ Framework
This is something I heard recently and I haven’t tried yet, but I am thinking about ways to incorporate it, because it sounds fantastic!
The idea:
Instead of ending with a generic call to action like most of us do in our newsletter issues or blog posts, embed specific response triggers throughout your newsletter, as well as at the end. And mention a use case for responses to this!
Example:
„If you’ve tried this approach, reply with ‚Method A worked‘ or ‚Method A failed‘ – I’m building a database of results.“
Time-Zone Awareness
Most platforms let you schedule your content.
And that’s a no-brainer setting. But it’s not easy to figure out the perfect time, especially for those of us who have subscribers and readers from all over the globe.
Here are some ideas to find the best time:
Experiment: publish at different times in the beginning and see how this affects analytics
Analyze: check your backend stats to find out where most of your readers are located
Think about multiple time aspects: not just time of day, but also the day of the week, and frequency of the issues or blog posts.
The „Content Palette“ System
Create a consistent but flexible template using content types as if they were colors on a palette. (If you fancy such things).
Each issue could include:
One primary insight (your „red“)
Two supporting ideas (your „blues“)
One practical tool or tip (your „yellow“)
One personal anecdote or behind-the-scenes glimpse (your „green“)
Mix these in different ways while maintaining the overall balance.
Hidden Analytics Optimization
Beyond open rates and click-throughs, track these lesser-known metrics:
Time to first click (indicates if people are actually reading or just scanning). You won’t find this metric on all platforms, though.
Reply-to-open ratio (measures true engagement better than open rates)
Forward rate (shows viral potential)
Unsubscribe timing (when during the email people leave)
The „Micro-Launch“ Strategy
Treat each issue like a mini product launch.
Create anticipation by:
Dropping hints about next week’s content in your social media
Using countdown timers in email footers (many platforms support this)
Creating „seasons“ of content with clear themes
Building „previously on…“ style recap sections for complex topics
The Double-Open Technique
Design your newsletter to encourage second opens by. This could take so many forms, but here are some ideas for different kinds of newsletters:
Including a „P.S.“ that references content at the top
Adding time-sensitive elements that become more relevant later
Creating „morning“ and „evening“ sections within the same issue
Using curiosity gaps that are resolved in different sections
Platform-Specific Optimizations
You know, I am a Substack man. Love the platform and use it as my main writing outlet at the moment. So, my tips are usually written with Substack in mind.
But here, I’ll try to include different ideas.
Substack Specific
Use the notes feature for behind-the-scenes content
Leverage the audio feature for key quotes or summaries
Create thread-style posts that mirror Twitter’s engagement pattern
Use the recommendation system strategically by building relationships with complementary writers
General Platform Features
Test different content blocks for email vs. web viewing
Create platform-specific footers that leverage each tool’s unique features
Use blocks and design elements to your advantage, i.e. not just for looks, but to visualize change, a new topic, or a different theme
if possible, talk to the reader like a friend, and even mention their name if supported by your newsletter platform of choice
The Bottom Line
Newsletters are still booming. Crazy to see, right?
Substack is growing like crazy. Writing on the internet was never as popular as right now. And the potential to grow a huge readerbase and make money is immense.
But everything needs a little work. Knowing the details and finding relevant tips is crucial for success.
That’s why I love new ideas and tricks for my newsletter and blog.
Tell me what you loved the most here. Which tips are you going to incorporate?
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