WHAT MAKES A NEWSLETTER WORTH OPENING?

Summary from the TLDR Marketing newsletter

Beehiiv's State of Newsletters 2026 report highlights that 28B emails were sent in 2025, yet engagement increased, reinforcing newsletters as a reliable owned channel. Readers favor concise subject lines, straightforward “here's what you need to know” framing, and strong opening sentences that justify the click. Consistency in send time and format builds habit, while misleading urgency language and surprise paywalls actively hurt performance.