Episode 503: Your Newsletter Isn't a Headline: Why Sounding Like a Person Gets More Opens

You're sending newsletters faithfully, but it feels like they're disappearing into a black hole. No opens. No responses. Just silence. If you've ever wondered whether anyone actually reads what you write, this episode is for you.

Kathi Lipp and Tenneil Register dive into the real reason people aren't opening your emails—and it's probably not what you think. Spoiler alert: it's not about clever tricks or urgency-driven headlines. It's about something much more fundamental.

What You'll Discover in This Episode

• Why newsletters matter more than ever for writers (hint: it's about owning your audience)
• The truth about why people actually open emails—and it's not the subject line alone
• How to write subject lines that feel like a thought, not a headline
• The "text a friend" test that will transform your subject lines
• Why over-editing can strip your authentic voice right out of your newsletter
• The generic opening lines that are costing you readers

Key Takeaways

Your email list is your owned audience. Unlike social media platforms that can change algorithms or shut down accounts, your newsletter subscribers belong to you. Publishers and agents are paying attention to this.

People open emails from people they trust. Before worrying about clever subject lines, focus on building genuine relationships with your readers. Do they believe you actually care about them?

Your voice isn't just a style choice—it's a signal. When readers open your email, they should hear YOU, not a polished, over-edited version that sounds like a research paper or a performance.

The text test works. If your subject line would feel weird to text a friend, it'll feel weird in their inbox too. Keep it personal and genuine.

If you're ready to transform your newsletter from something you dread writing into something your readers look forward to receiving, this conversation will give you the foundation you need to get started.