With inboxes becoming more overloaded as the days pass, PR pros must rethink their newsletter strategy. Venelize de Lange from media update explores how publicists can keep newsletters relevant — from designing for AI summarisers to creating authentic, human-focused content that earns attention.
In 2025, launching and sustaining a newsletter feels like walking a tightrope. Inboxes are overflowing, attention spans are shrinking and AI tools are increasingly mediating what readers see.
Yet, several industry experts argue that newsletters are not obsolete — they just need to evolve.
Is the Newsletter Dying?
Today, there are more newsletters going out than there are people consuming its content, which begs the question: is it even worth sending out?
While newsletters may have lost their novelty, they remain a powerful communications tool. Rather than signaling a decline, this shift marks a move towards smarter, more intentional communication. Instead of chasing high volumes and daily dispatches, success now depends on relevance, brevity and a distinct voice that feels human.
So, yes: newsletters still have a place in communications… but only if you have something valuable and specific to say. The ones that provide clarity or expert perspective continue to build loyal readerships, even in an era of attention scarcity.
And, the new currency of email engagement? Personalisation and trust. Newsletters that sound authentic — not automated — are the ones readers still look forward to opening.
Five Ways Publicists Can Adapt to the Changing Culture Around Newsletters
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Design for AI Mediation: Structure your content clearly so it's readable and easily summarised.
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Less Is More: Choose quality over frequency. Fewer, sharper editions always stand out.
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Repurpose Strategically: Share snippets or highlights on LinkedIn or in thought-leadership pieces to broaden reach.
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Build Relationships, Not Lists: In saturated markets, readers subscribe to people, not only trending topics. Speak directly to your audience's needs rather than pushing generic updates.
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Track Meaningfully: Look at engagement depth (replies, link engagement and reading time) rather than just open and click rates alone.
The newsletter isn't dead — but the old rules are. For PR professionals, that means shifting from volume to value and rediscovering the art of meaningful, human centered communication.
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*Image courtesy of Canva
**Information sourced from Inbox Collective, Newsletter Operator and PR Daily