The Power of Email: Lessons from Our First Newsletter

Many digital marketers say, “email is the only digital channel you truly own.” But what does that really mean?

Unlike social media platforms, digital newsletters aren’t controlled by algorithms that decide who sees your content and when. While organizations do own their websites, the relationship is different. A website waits for someone to visit it. A newsletter, on the other hand, lands directly in someone’s inbox. It’s a permission-based connection — one you’ve earned — allowing you to share your message on your own terms with a targeted audience.

Of course, newsletters aren’t perfect. Not every email gets opened, and sometimes people unsubscribe. Those are factors you can’t fully control. What is in your control is the content itself. When a newsletter is relevant, timely, and valuable, readers are far more likely to open it, engage with it, and return for more.

Sullivan & LeShane Public Relations (SLPR) launched our first-ever digital newsletter in June 2025. A lot of planning went into it long before the first issue landed in inboxes. As a team, we brainstormed names, refined the header design, and focused on creating content that would be genuinely useful to our readers. The goal wasn’t just to send another email — it was to create something people actually wanted to read.

Once the foundation was set, we defined roles across the team. Every issue is a collaborative effort, allowing our different perspectives and voices to shine through while keeping a consistent, cohesive message.

Consistency is key. We set a schedule and stick to it. For SLPR, that means sending our newsletter on the third Wednesday of each month. Deadlines for content and internal reviews ensure every issue goes out on time and maintains quality.

Each month, we also review our key performance indicators (KPIs) — metrics that track what is and isn’t working in our newsletter. KPIs help us understand how our audience is engaging, whether our communications are reaching the right people, holding attention, and driving action. Tracking these key metrics gives insight into audience behavior, not just activity, and helps us make every newsletter better than the last (HubSpot: 8 Email Marketing Metrics You Should Track)

Even with KPIs, each month looks different. Seasonal factors can impact open rates — subscribers may be distracted, traveling, or inundated with promotional emails. At SLPR, we’ve noticed dips in December and January, with a slight dip in July. These fluctuations are normal and part of the digital newsletter cycle, and tracking industry benchmarks can provide helpful context (MailerLite: Email Marketing Benchmarks & Metrics)

Digital newsletters are a powerful way to keep your audience informed about your business and provide them with valuable insights. For us, they’re also a way to stay connected with the clients, partners, media, and supporters who continue to engage with SLPR. Keep producing content consistently, make small adjustments when needed, and over time the results will speak for themselves.