Wait… Are Newsletters Cool Again?

Honestly, I didn’t think I’d say this, but newsletters are kind of making a comeback. Yeah, the same email format that felt stale just a few years ago is getting people’s attention again.

If you’re wondering whether newsletters in email marketing are making a comeback in 2025, you’re not alone. A lot of marketers, creators, and small business owners are revisiting the old-school email model — and it’s not just for nostalgia.

So, is this just a trend, or are newsletters back for good?

Let’s break it down.

Why Newsletters Faded for a While?

Before we talk about why they’re coming back, it’s worth looking at why they dipped in the first place.

1. Too many brands started sending boring sales emails.
2. People got tired of spammy content clogging their inboxes.
3. Social media took over. Everyone thought email was dead.

Back then, newsletters felt robotic. No personality. No real value. Just blocks of promotions pretending to be “updates.”

So people stopped opening them. Can’t blame them.

But Then… Something Shifted

Fast-forward to 2023–2024.

Twitter (sorry, X) changed a lot. Instagram’s algorithm? Kind of exhausting. Facebook’s reach? Invisible unless you pay.

Creators, small business owners, and even big brands — all started looking for a direct way to reach people again. And guess what was still around?

Yep. Email.

But this time, newsletters didn’t just repeat old habits. They came back smarter.

What’s Different About Newsletters in 2025?

People expect more now. And honestly, that’s a good thing.

Here’s what’s making newsletters in email marketing make a comeback in 2025:

1. Personal Touch is Back

This isn’t about “Hi {First Name}” automation. It’s about the actual voice. A tone that feels human.

Creators are writing as they talk. Brands are telling real stories. You open an email, and it feels like someone wrote it — not some robot with a marketing degree.

2. People Want Less Noise

Social feeds are overwhelming. Constant scrolling. Ads everywhere.

Emails? Way quieter. You get to pause and read. No distractions. Just you and the content.

A good newsletter respects your time. That matters in 2025 more than ever.

3. Better Tools, Simpler Formats

You don’t need to hire a designer to build a newsletter anymore. Platforms like Beehiiv, Substack, and ConvertKit make it super easy.

Plain-text emails work just fine — sometimes better.

Less design, more connection.

Real Reasons People Are Opening Emails Again

Okay, here’s the part where things get interesting. Why are people opening and reading newsletters again?

A few reasons:

1. They trust the sender- If someone subscribes to your list now, they want to hear from you.
2. The content feels curated- It’s not another blog link dump. It’s value-packed, short, and focused.
3. Emails aren’t just about selling anymore- They’re sharing thoughts, tools, insights, and readers love that.

Example? James Clear’s newsletter (yes, the Atomic Habits guy) is just three links every week. That’s it. But it’s consistently one of the most opened newsletters out there.

People love consistency and simplicity.

Who’s Using Newsletters Successfully in 2025?

It’s not just creators anymore.

Here’s who’s jumping back into the game:

1. E-commerce brands are sending weekly tips, not just product promos.
2. Coaches and freelancers are using newsletters to build trust and show expertise.
3. Podcasters are turning episodes into mini-digest emails with takeaways.
4. Local businesses are updating regulars with short, value-first emails.

Even B2B marketers (the serious crowd) are warming up their tone and creating newsletters that feel less like reports and more like actual updates from a colleague.

What Makes a Newsletter Work Now?

If you’re thinking of jumping back into email marketing or starting fresh, don’t overthink it.

Here’s what a good newsletter looks like in 2025:

1. Simple subject lines (nothing spammy or clickbait)
2. A clear voice — don’t sound like ChatGPT, be yourself
3. Real content — tips, thoughts, links, something useful
4. Consistent delivery — weekly or bi-weekly is common
5. Light design or plain text — either is fine, just don’t overdo it

It’s not about fancy design or huge word counts. It’s about keeping it real.

How to Start (or Restart) Your Newsletter in 2025?

Thinking of giving newsletters a shot again?

Here’s a super simple plan:

Step 1: Choose Your Platform

1. Beehiiv for creators and writers
2. ConvertKit for lead capture + email sequences
3. Substack for community-focused content
4. MailerLite for small business owners on a budget

Pick one. Stick to it.

Step 2: Decide Your Angle

What’s your newsletter actually about?

1. Weekly tips?
2. Behind-the-scenes updates?
3. Curated links?
4. Personal stories?

Don’t try to cover everything. Choose one clear direction.

Step 3: Make a Simple Template

Don’t overthink design. Keep it clean.

Example format:

1. One main thought or tip
2. A helpful link or two
3. A casual sign-off (like you’re texting a friend)

Step 4: Send it Every Week (or Two)

Consistency beats perfection.

Even if only 10 people read it at first, it’s fine. You’re learning. Keep going.

So Are Newsletters in Email Marketing Making a Comeback?

Short answer? Yeah, they are.

But not in the way they used to be.

The big shift is in how they’re written and received. Less spam. More soul. Less selling. More sharing.

If you’re tired of chasing algorithms and want a way to talk to your audience again, newsletters might be your best move in 2025.

And hey — if you’re reading this, maybe it’s time to send your first one again?

Your people might want to hear from you.

1. Newsletters in email marketing are making a comeback in 2025.
2. People crave real content, not just sales pitches.
3. Simpler formats and personal tones are winning.
4. You don’t need a big list — just start.
5. Platforms like Beehiiv and Substack make it easy.
6. Consistency builds trust, which leads to results.

Want to give it a go? Write something short. Share one idea. Hit send.

See what happens.

That’s how the comeback begins.