Newsletters people read: a playbook
As a standalone product, newsletters can reach new readers, build trust and retain existing communities. In the Newsletter Playbook, Hanah Stauch, Nele Geiger, Nele Husen and Jil Wrieden explore which formats are suited to which goals and what matters when putting them into practice. The playbook was developed as part of an eight-week practical project at Hamburg Media School (HMS) in cooperation with the Media Forward Fund.
What makes a good newsletter? Which formats are suited to which goals? How can success be measured, and which factors actually make a difference?
These are the questions the four HMS students explored. For the playbook, they reviewed current research and best practices from the DACH region, the UK and the US, and analyzed newsletter data from several Media Forward Fund grantees.
The result is a Newsletter Playbook with concrete recommendations for anyone looking to develop or rethink journalistic newsletters. As the Media Forward Fund and a partner of Hamburg Media School, we are happy to share the project results and make them accessible to the media industry.
Which format fits the goal?
The research identified four key newsletter formats, each serving a different purpose:
- The news briefing: concise news and information, with a particular focus on reach
- The topic briefing: focused on a specific topic, with greater potential for engagement
- The thematic deep dive: more in-depth content that can, among other things, contribute to conversion
- Column: a regular personal perspective that can help build long-term engagement
The playbook also describes a behind-the-scenes format as a possible bonus format. Which format is the right fit depends not only on the content, but also on the role of the newsletter within the overall product portfolio.
Newsletters as part of the business model
When it comes to monetization, the playbook distinguishes, among other things, between conversion into a paid main subscription, paid subscriptions, memberships and donations, as well as advertising and sponsorship. In practice, different models can be combined.
Referral programs can also be a lever for growing the number of subscribers.
How can success be measured?
Which metrics are relevant depends on the newsletter’s goal. The playbook looks at delivery and bounce rates, open and click rates, unsubscribes and subscriber growth, among other metrics. The important thing is not to look at metrics in isolation, but to observe how they develop over a longer period of time.
What makes a good edition?
The playbook then moves from strategy to practical implementation. Sender name, subject line and preheader form the entry point, followed by the header, main content, call to action and footer. It covers aspects such as scannability, clear structures, short paragraphs, consistency and a personal tone.
The same applies here: The design should fit the newsletter’s goal and format. An edition does not need to contain as much as possible, but should clearly serve its purpose.
Which tool is the right fit?
The playbook looks at different newsletter platforms: Ghost, Beehiiv, Kit and Substack. For each tool, it outlines key strengths and limitations.
This means the playbook covers everything from the strategic question of the newsletter’s role to very practical decisions about design and the right infrastructure.
The full playbook
in German
Last updated: September 28, 2026
