What makes a newsletter worth opening?

Your audience's inbox is a battleground.  Every newsletter you send is competing with dozens of others for those precious few seconds of attention.  Understanding what makes people click ‘open’ rather than ‘delete’ isn't just good practice – it's essential for survival.

The opening decision

People decide whether to open your newsletter in about three seconds.  They're scanning subject lines whilst waiting for the kettle to boil or sitting on the train.  What stops them scrolling?  Clarity and relevance.  Your subject line needs to answer one simple question: "What's in this for me?" Vague promises or clever wordplay rarely work.  ‘Three quick tips to cut your invoicing time’ beats ‘You'll never believe what we discovered’ every single time.

What kills open rates?  Inconsistency.  If you promised weekly insights and deliver daily promotions instead, you've broken trust.  Frequency matters too; too often and you're a nuisance, too rarely and you're forgotten.  Find your rhythm and stick to it.

Does ‘friendly’ work in business?

There's a persistent myth that business communications need to be formal to be taken seriously.  The reality is rather different.  A friendly, conversational tone works brilliantly in business newsletters, provided you understand your audience and context.

The key is striking the right balance.  Chatty doesn't mean unprofessional.  You can be warm and personable whilst still demonstrating expertise.  Think of it as writing the way you'd speak to a client over coffee, not the way you'd write a legal contract.  People buy from people and newsletters are no exception.  A bit of personality helps you stand out from the sea of corporate monotone.

That said, know your sector.  A newsletter for creative agencies can be more playful than one for accountants – though even accountants appreciate clear, human language over jargon-heavy copy.

Does your newsletter tick these boxes?

Every successful newsletter, regardless of industry, ticks three essential boxes:

• Value first, always. Every edition needs to give your readers something useful before asking for anything in return.  That might be insight, entertainment, or practical advice, but it must be genuinely valuable.  If someone reads your newsletter and thinks "I'm glad I spent those two minutes," you've won.
• Scan-ability. Most people won't read every word.  They'll skim, looking for what catches their eye.  Short paragraphs, clear subheadings, and bold text for key points make your content accessible.  If your newsletter looks like a wall of text, it won't get read, no matter how brilliant the writing.
• Clear next steps. What do you want readers to do after reading? Visit your website?  Reply with feedback?  Book a consultation?  Make it obvious and easy.  One clear call to action is far more effective than five competing ones.

Get these three elements right, combine them with consistency and respect for your audience's time, and you'll build a newsletter people actually look forward to receiving.  And in today's crowded inboxes, that's no small achievement.

How Social Media algorithms are changing in 2025

The social media landscape is transforming dramatically in 2025, with algorithms becoming increasingly sophisticated and, frankly, more demanding.  If you're a business owner wondering why your carefully crafted posts seem to vanish into the digital ether, you're not alone.  Here's what's actually happening behind the scenes.

LinkedIn: Value over vanity

The days of stuffing your LinkedIn posts with trending hashtags are well and truly over.  LinkedIn's algorithm now factors in ‘dwell time’ – essentially, how long people actually spend reading your content.  The platform has shifted hashtags towards SEO integration rather than standalone discovery, meaning they work as support tools rather than magic bullets for visibility.

The platform's AI is looking for substance. LinkedIn is leaning hard into long-form, value-driven content, prioritising posts that spark genuine conversation over promotional fluff.  Using 3-5 relevant hashtags is still recommended, but they should complement quality content, not replace it.  Think less about gaming the system and more about creating posts that make people stop scrolling.

Instagram: Engagement is everything

The top three ranking signals on Instagram in 2025 are watch time, likes, and sends. The platform has moved decisively towards short-form video, particularly Reels, whilst static posts struggle for visibility unless boosted by advertising or influencer tags.

Instagram's latest update prioritises reciprocal engagement, meaning your content gets a boost when it prompts meaningful back-and-forth conversation.  The ‘post and ghost’ strategy is dead – if you're not replying to comments and DMs, your visibility will suffer accordingly.

Facebook Pages: The visibility challenge

Here's the uncomfortable truth about Facebook business pages: Facebook posts have an average engagement rate of only 0.06 percent.  Your followers won't necessarily see your posts unless they've specifically chosen to prioritise your page or have their feed set to ‘Most Recent’ rather than the default ‘Top Stories’.

Meta is refining its machine learning models to suggest content based on user behaviour, even from accounts they don't follow.  The algorithm favours content that generates meaningful engagement – comments and shares trump simple likes. If you're posting to a business page and hearing crickets, it's not personal; it's just the algorithm prioritising friends and family content unless you've earned your way into users' feeds through consistent engagement.

X (Twitter): A slow decline

X is experiencing what can only be described as a steady exodus.  The platform lost approximately 8 million users compared to last year, and in the 12 months leading up to January 2025, X experienced a decline of 33 million users, representing a 5.3% decrease in its global active user base.

Despite projections of advertising revenue growth, the platform faces fundamental challenges.  Real-time updates, trending topics and hashtags drive X's algorithm, but many users – particularly progressives, younger demographics, and minorities – have migrated to alternatives like Bluesky and Threads.  It's not dead yet, but it's certainly not the powerhouse it once was.

Threads: The business professional's surprise

Threads has emerged as an unexpected contender for professional conversations.  Threads hit 275 million active users in November 2024, growing rapidly whilst maintaining a more conversational, less polished atmosphere than LinkedIn.

The platform's audience skews younger – mainly adopted by Gen Z – but professionals are increasingly finding it valuable for authentic industry discussions. Threads' median engagement rate sits at 6.25%, compared to 3.6% for X posts, suggesting audiences are more willing to interact.  However, business adoption remains modest compared to established platforms, making it more experimental territory than essential real estate. 

In 2025, social media algorithms reward authenticity, engagement, and value above all else.  Hashtags alone won't save you.  Posting regularly to a business page won't guarantee visibility.  The platforms are demanding that you earn attention through quality content that genuinely resonates with your audience.  It's harder work than it used to be, but for those willing to adapt, the opportunities for meaningful connection are still there – just in different forms than we've been used to.

The bottom line

In 2025, social media algorithms reward authenticity, engagement, and value above all else.  Hashtags alone won't save you.  Posting regularly to a business page won't guarantee visibility.  The platforms are demanding that you earn attention through quality content that genuinely resonates with your audience.  It's harder work than it used to be, but for those willing to adapt, the opportunities for meaningful connection are still there – just in different forms than we've been used to.

How content marketing shapes your reputation

Your reputation isn't built by what you say about yourself—it's built by the value you consistently deliver and, ultimately by what other people say about you.  To influence your audience positively content marketing is an essential factor.

Every piece of content you publish is a reflection of your expertise, values, and commitment to your audience. Whether it's a blog article, an email campaign, or a social media post, each touchpoint contributes to the narrative people create about you and your business.

Blog articles: The foundation stone

When I write blog articles, I'm not just filling space on a website.  I'm demonstrating my knowledge, sharing insights and solving problems for my readers.  Over time, these articles become a library of expertise that positions me as a trusted authority in my field.  Potential clients often tell me they've read multiple articles before ever reaching out—they already trust me because I've proven my competence through consistent, valuable content.

Website Content: Your digital handshake

Your website content is often the first impression someone has of your business.  I've seen how clear, professional, and helpful website copy immediately elevates perceived credibility.  Helping your audience to get the information they want quickly and easily is a key point.  On the other hand irrelevant or outdated copy says ‘I don’t understand my customer’ and ‘I can’t be bothered’.  The way you present yourself on your own platform sets expectations for everything else.

Email Campaigns: Build relationships

Email campaigns nurture relationships in a more personal space—someone's inbox. When I send valuable insights rather than endless sales pitches, I strengthen my reputation as someone who genuinely cares about helping, not just selling. The consistency and quality of these campaigns directly influence whether people see me as a trusted adviser or just another marketer.

Social Media: Show up authentically

Social media has transformed how reputations are built.  They’re a great place to share quick insights, engage in conversations, and showcase your personality.  It's where people see the human behind the business.  Choose the right platforms for your audience and post regular, authentic content to stay visible and relevant, whilst also demonstrating that you’re active, current, and engaged with your industry.

Newsletters: Your direct line

My newsletter subscribers are my most engaged audience. They've explicitly asked to hear from me, so I take that responsibility seriously.  Delivering consistent value through newsletters reinforces trust and keeps my reputation top-of-mind.  It's a privilege to land in someone's inbox, and I treat it as such.

Lead Magnets: Prove your worth

Lead magnets, like guides, templates, or resources, showcase your expertise. When someone downloads your content, they're identifying they’re interested.  If that lead magnet delivers genuine value, it transforms their perception immediately.  It's the moment where a stranger can turn into someone who believes you can help them.

The Long Game

Content marketing isn't about quick wins.  It's about consistently showing up, delivering value, and building trust over time.  Every piece of content either strengthens or weakens your reputation.  The choice is yours to make with every publish button you press. 

Your reputation is your most valuable asset.  Protect it, nurture it, and build it through content that genuinely serves your audience.