Recently, I signed up for a newsletter because I loved the tips the writer shared on her blog. However, the newsletter was quite a bit different. Okay…a lot different. Her blog posts are fun and energetic, and packed with great tips. Her newsletter? Not so much. It was packed with tips, but that’s it. I felt like it was a chain letter (remember those?) sent to everyone with only one person in mind—herself. I didn’t feel like she knew me or why I was even reading her newsletter to begin with. And I didn’t know her on a personal level. I didn’t feel any connection at all.
The secret to a great newsletter is connection.
Newsletters that create genuine connection are treated as a conversation, not a broadcast.
Your readers don’t want more content thrown at them.
They want connection.
They want to be seen, heard, and valued.
And when you shift your mindset from “sending a newsletter” to “building a community,” that’s when things change.
In this blog post, I’m going to teach you how to turn readers into community. You’ll learn how to build community with newsletters, how to connect with readers through newsletters, and all about building relationships with readers. Let’s go!
Three Steps to Turn Readers Into Community
If you want to build community with newsletters, you’ll have to know how to connect with readers. Here are three steps to start experimenting with:
- Write to one person, not at everyone.
Pretend you’re writing to a friend or imagine the face of one reader you’d love to connect with. Write your email as if it’s just for them. Readers can feel that intimacy. - Ask a real question.
Not a poll, but a question that makes people pause and want to reply. For example: “What’s the biggest challenge you’re facing right now?” - Make space for replies.
When someone takes the time to write back, respond. A short, thoughtful reply can be the seed of a relationship and a possible long-lasting friendship.
Ten minutes of genuine connection often matters more than hours of perfectly polished content.
My Top 5 Tips for Building Relationships with Readers
1. Welcome the opportunity for connection.
Seth Godin tells us that, “Marketing is no longer about the stuff you make, but about the stories you tell.” I love this quote because it reminds us that email is a great tool for connecting with people about what excites you. Think of your newsletter as a way to express authenticity and excitement. Excitement is contagious!
Share your story with your readers. Don’t just give tips—let them know why something matters to you. Then ask them to reply with their own experiences. Simple questions like, “How do you handle this in your writing?” or “What’s your biggest challenge here?” open the door for connection.
2. COPE: Create Once, Publish Everywhere.
After you’ve sent your newsletter to your subscribers, publish bits and pieces of it everywhere your audience is. Repurpose the content across all your social media channels.
- Start a conversation around the content on LinkedIn
- Share snippets on Instagram
- Turn your newsletter into a Facebook post
This way, you can get the most out of your content without having to start from scratch every time. It also gives your audience more than one chance to connect with your message.
3. Stay true to your voice.
If you’re the type of person who loves to tell stories, then tell stories in your newsletters. If you prefer shorter, snack-sized tips that your readers can read through quickly, that’s okay, too! No matter which type of person you are, remember to stay true to your voice and your audience. The trick is to find what feels most natural to you and stick with it! People can spot a fake a mile away!
3. Respect your reader’s time.
Your readers are giving you their time, which is one of their most valuable resources. Respect it by making sure every email you send offers something worthwhile. That could be a helpful tip, an encouraging word, a useful resource, or even just a little joy to brighten their day. They’ve invited you into their inbox, so make sure you earn that spot every single time.
Before you hit send, ask yourself: How is this serving my audience? Am I solving a problem, encouraging them, or adding something meaningful to their day? When your emails consistently provide value, readers will want to stick with you for the long haul.
And please give your email a good proofread. My favorite trick is reading it out loud before sending. (I catch about a dozen little fixes just by doing that!) (PS – I proofread newsletters, too!)
4. Feature your readers.
Share subscriber wins, stories, or questions (with permission). It shows you value your audience and encourages others to engage. This is also a great way to introduce readers to each other, building relationships with readers and turning readers into a community.
5. Create ways for readers to talk to each other.
A community isn’t just about you connecting with them. It’s also about readers connecting with each other. Link to a private Facebook group, Slack channel, or even host a Zoom coffee chat.
Final Thoughts
Your newsletter isn’t just about sending information and selling. It’s about creating connection. When you write with one reader in mind, invite genuine replies, and make space for real conversation, you begin to turn readers into community. That shift is what takes your newsletter from “just another email” to a place where your readers feel seen, valued, and eager to engage.
If you keep showing up authentically, respecting your readers’ time, and giving them opportunities to connect with you (and with each other), you’ll find that your newsletter becomes more than a tool—it becomes a gathering space. And that’s when the real magic of community begins.
Your Turn
What’s one way you’d like to create more connection in your own newsletter? Let me know in the comments!
And if you’d like a second pair of eyes on your newsletter before it goes out, that’s where I come in. As a proofreader, I help writers polish their words so their message shines—free of distractions. Because when your newsletter is clear and engaging, it’s even easier to build the kind of community you’re dreaming of.
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