SmartLetter.ai

How to Start and Grow a Newsletter in 2025

•15 min read•SmartLetter Team
How to Start and Grow a Newsletter in 2025
Newsletter BusinessContent CreationMonetizationGrowth Strategy

How to Start and grow a Newsletter in 2025

Introduction

Two years ago, I made a life-changing decision: I quit my dream job at Webflow to start my own newsletter business.

  • Was I crazy? Absolutely.
  • Did I almost go broke? Yes, I lost about 80% of my savings in the first year.
  • Was it worth it? For me, 100%—today I earn nearly three times what I did at my old job by running a marketing newsletter with tens of thousands of subscribers and selling content marketing services to B2B SaaS companies.

But it wasn't a walk in the park. I made plenty of mistakes along the way. Fortunately, there were also a few key things I did right that paved the way for success.

Now, I'm sharing everything I wish I had known when I first started. Do you need to quit your job to build a successful newsletter? Absolutely not. In fact, I don't recommend it unless you have a couple of screws loose—like me.

By the end of this guide, you'll have a plan of action on how to start (and grow) your newsletter business in 2025—and well beyond.

Is It Worth Starting a Newsletter?

The truth is, it depends:

  • If you simply love writing and want a creative outlet without any intention of making money, then go for it.
  • If you hope to turn your newsletter into a source of income, pay extra attention to the first few steps of this guide. Your niche, strategy, and positioning will make or break your revenue potential.

I'm not going to tell you yes or no. But I can say that if you spot a gap in the market—content that can genuinely benefit others—and if you have the expertise to deliver that content effectively, then yes, starting a newsletter is absolutely worth it. It's a fantastic way to share your knowledge (and maybe earn a bit of money along the way).

Pro Tip: Email is one of the most powerful marketing channels. You own your audience—no algorithms, no random bans. If you switch email service providers one day, you can simply export your list and move on.

How Profitable Is a Newsletter?

Most newsletter creators rely on sponsorships or ads. Typically, the more subscribers you have (and the more clicks advertisers receive), the more you can charge. However, subscriber quality matters even more than quantity.

Let's look at an example:

  • Newsletter A: 10,000 subscribers, 50% open rate, 15% click-through rate
  • Newsletter B: 30,000 subscribers, 20% open rate, 4% click-through rate

At first glance, Newsletter B looks bigger. But let's break it down:

  • Newsletter B clicks:

    • Open rate = 20% of 30,000 = 6,000 opens
    • Click-through rate (CTR) = 4% of 6,000 = 240 clicks per email

  • Newsletter A clicks:

    • Open rate = 50% of 10,000 = 5,000 opens
    • CTR = 15% of 5,000 = 750 clicks per email

Clearly, Newsletter A packs more punch—750 clicks versus 240 clicks, despite having one-third the total subscribers.

And since advertisers usually pay for clicks, Newsletter A can likely command higher ad rates.

Sponsorships vs. Selling Your Own Products

  • Sponsorships: Depends on audience size, click-through rates, and your niche (e.g., finance or marketing newsletters can often charge higher fees).
  • Sell your own product or services: This could be consulting, courses, or even affiliate marketing. In many cases, owning an offer can be more lucrative than ads alone.

10 Essential Steps to Starting a Newsletter in 2025

Here is the exact framework I used to build my newsletter:

  1. Have an Idea Better Than Anyone Else
  2. Map Out Your Content Production Strategy
  3. Find a Newsletter Platform That Fits Your Use Case
  4. Build Out Your Newsletter Website
  5. Create a Growth Strategy to Get Email Subscribers
  6. Design Your Email Newsletter Template
  7. Set Up Your DNS to Send Emails
  8. Write and Send Your First Newsletter
  9. Monitor Performance and Analytics
  10. Find Ways to Monetize Your Newsletter

Let's dive in!

1. Have an Idea Better Than Anyone Else

If people don't find your newsletter valuable—informative, inspiring, or entertaining—they won't stick around.

Retention is the name of the game. The longer someone stays subscribed, the more likely they'll forward your emails to friends or colleagues. That word-of-mouth fuels steady growth.

Key Insight: Create a newsletter you'd personally love to read. If there's a gap in the market—some angle or topic nobody is covering well—fill that gap.

Your content should be:

  • A gift to your audience.
  • Also a gift to your younger self, helping you keep going when the early days are tough.

Example: Mark Manson wrote The Subtle Art of Not Giving an F because he felt most self-help books were terrible. That book went on to become a massive best-seller.

2. Map Out Your Content Production Strategy

Burnout is real. Consistency is crucial.

  1. Define your goals:

    • Hobby project?
    • Potential business venture?
    • Or a mix of both?

  2. Define your audience:

    • Who do you want to help or entertain?
    • What are their roles, hobbies, daily challenges?

  3. Create content pillars:

    • For a marketing newsletter, that might be: email marketing, copywriting, growth tactics, etc.
    • For a sustainable living newsletter: zero waste, sustainable fashion, green tech.

  4. Set a publishing cadence:

    • Weekly? Monthly? Bi-weekly?
    • Start slow, then ramp up as you get the hang of it.

  5. Use simple tools (at first):

    • A single Google Doc or Notion board can do wonders to keep you organized.
    • Don't overcomplicate it in the early days—just start creating.

3. Find a Newsletter Platform That Fits Your Use Case

Your content matters more than the platform. But the right platform can make sending and designing newsletters easier and more fun.

  • Mailchimp: Good deliverability, basic tools.
  • ConvertKit: Great for creators who want automation and integrations with a separate website.
  • Substack: Easy to launch, built-in "blog" style pages, popular with individual writers.
  • beehiiv: New-ish, fast-growing, specifically built for newsletters (with some great referral features).

I currently use beehiiv because:

  • It has a simple drag-and-drop email builder.
  • It's affordable (even free to start).
  • The built-in referral program is handy for growth.

Caveat: beehiiv's website builder is somewhat limited if you want a fully custom site. For maximum design flexibility, consider a separate site on Webflow (or WordPress) and embed beehiiv's signup forms there.

4. Build Out Your Newsletter Website

If you plan to only focus on the newsletter, you can use the default landing pages provided by beehiiv, Substack, or ConvertKit.

But if you're aiming for more of a media company approach with SEO-driven blog posts or additional pages, you'll want a separate website. I recommend:

  • Webflow: Unlimited design freedom and great for SEO.
  • WordPress: Also powerful for SEO if you use fast, reliable hosting.

Pro Tip: Pairing Webflow + beehiiv is a common combo:

  1. Build your main site in Webflow for full control over design and SEO.
  2. Embed beehiiv signup forms or pop-ups to collect subscribers.

Either approach can work—just make sure your site clearly prompts visitors to subscribe (with CTAs, pop-ups, or embedded forms).

5. Create a Growth Strategy to Get Email Subscribers

Publishing great content is just half the battle. Distribution is the other half. How do you get people to read your newsletter?

Here are popular strategies:

  1. SEO (Search Engine Optimization)

    • Write helpful, high-ranking blog posts.
    • Use pop-ups or embedded forms to convert blog visitors into subscribers.

  2. Influencer Marketing

    • Sponsor creators (e.g., YouTubers) relevant to your niche.
    • Negotiate a 30-second ad read promoting your newsletter.

  3. Paid Ads

    • Platforms like LinkedIn, Meta (Facebook/Instagram), Twitter, or Pinterest.
    • Can get pricey ($1–$3+ per subscriber, depending on your niche).

  4. Referral Programs

    • Tools like beehiiv offer built-in referral systems.
    • Incentivize subscribers with perks (merch, exclusive content) for referring friends.

  5. Social Media Content

    • Platforms like LinkedIn and Twitter (X) are especially effective for B2B or professional niches.
    • Create engaging posts or threads that link to your newsletter.

  6. YouTube Videos

    • YouTube is essentially a video search engine.
    • Offer valuable video content, then direct viewers to your newsletter.

Important: If you're on a tight budget, pick one channel, go all-in, and master it. Don't try everything at once—laser-focus on a single strategy first.

6. Design Your Email Newsletter Template

Every platform mentioned (beehiiv, ConvertKit, Mailchimp, etc.) has some form of drag-and-drop or WYSIWYG editor to design your emails.

  1. Sketch It Out:

    • Use a paper or a tool like Figma for a rough layout.
    • Decide on sections (intro, main content, images, calls to action, etc.).

  2. Look for Inspiration:

    • Find newsletters you love.
    • Borrow design elements or formatting that appeals to you.

  3. Keep It Simple:

    • Avoid clutter—emails with too many images or complex layouts can get cut off in certain email clients.
    • A straightforward design often works better (and is easier to maintain).

7. Set Up Your DNS to Send Emails

If you want to send emails from a custom domain (e.g., [email protected]), you need to configure a few DNS records to ensure good deliverability and protect your sending reputation:

  • SPF (Sender Policy Framework)
  • DKIM (DomainKeys Identified Mail)
  • DMARC (Domain-based Message Authentication, Reporting, and Conformance)

Most newsletter platforms have their own instructions and tutorials. For example, beehiiv will guide you step-by-step on how to add these records where you purchased your domain (e.g., GoDaddy, Namecheap, Google Domains).

Tip: This can feel intimidating at first, but it's typically a quick 10–15 minute process. Ensuring your domain is properly authenticated can also help prevent your emails from landing in spam.

8. Write and Send Your First Newsletter

This is the fun part—writing content your audience wants to read!

A few quick tips from my own experience:

  • Open with a warm, personal greeting. Subscribers love a relatable story or anecdote.
  • Keep subject lines short. Experiment with emojis, but don't go overboard.
  • Avoid link overload. Too many external links can hurt deliverability.
  • Mid-week sends often work best. But always test for your audience.
  • Emails over ~98KB get cut off in Gmail. Keep your email content concise.
  • Unsubscribes happen. Don't panic. It's normal!

Remember: Consistency beats writing talent. Many talented writers never stick with it long enough to see success. If you keep showing up, you're already outpacing most of the competition.

9. Monitor Performance and Analytics

Experimentation is the lifeblood of any successful newsletter. Review your metrics consistently:

  • Open rate: How compelling are your subject lines?
  • Click-through rate (CTR): How engaging are your calls to action?
  • Unsubscribes: Are you delivering on expectations?
  • Conversion sources: Where are new subscribers coming from?

Tools like beehiiv or ConvertKit offer detailed dashboards so you can see exactly how many people opened, clicked, or unsubscribed. Use these insights to refine your approach:

  • Tweak subject lines.
  • Alter send days/times.
  • Experiment with new content formats or topics.

10. Find Ways to Monetize Your Newsletter

If making money is your goal, here are some methods to explore:

  1. Sponsored Ads or Sponsorships

    • Contact brands relevant to your niche.
    • Use platforms like Paved or beehiiv's ad network to connect with advertisers.

  2. Affiliate Marketing

    • Promote products or services you genuinely recommend.
    • Earn a commission for each sale or lead.

  3. Sell Your Own Product or Service

    • Courses, ebooks, coaching, or consulting.
    • Having a trusted relationship with your readers makes selling more natural.

  4. Premium Memberships

    • Offer a free version + a premium paid version with bonus content.
    • Substack, Patreon, and others facilitate this model.

Conclusion

Starting a newsletter can feel daunting at first. But with the right approach, it can become a fulfilling creative outlet—or even a serious business.

  1. Start with a solid idea—something you would read.
  2. Choose a platform that suits your needs (beehiiv, ConvertKit, Mailchimp, etc.).
  3. Build or set up a simple website if you want custom branding and SEO benefits.
  4. Grow your audience strategically (SEO, referrals, social, paid ads—pick one first!).
  5. Stay consistent, sending value-packed content on a regular schedule.
  6. Analyze, iterate, and monetize in a way that aligns with your brand and audience.

If you're serious about writing online or starting a media business, a newsletter is one of the best ways to own your audience and share your voice. I hope this guide gave you clarity and the confidence to jump in.