How to write good newsletters

Newsletters have been established as a standalone journalistic product in recent years. Through newsletters, media outlets can build their own reach and are not reliant on the algorithms of social media platforms. Organizations like Rums and VierNull offer paid newsletters, while others, such as Bürgerportal Bergisch Gladbach and CORRECTIV, make their newsletters freely available. Bajour from Basel, Switzerland, offers several newsletters, with its flagship “Basel Briefing” landing in the inboxes of nearly 11,000 Basel residents every morning, also free of charge. Samuel Hufschmid, the designer behind Bajour's newsletter, shared with us what he believes makes the “Basel Briefing” so successful.

An Overview of Bajour's “Basel Briefing”

• The “Basel Briefing” is a daily newsletter sent each morning at 7:00 AM. Primarily a press review, it summarizes the day’s most significant news. “That’s our service,” explains Samuel Hufschmid. “We get up early for you, read all the newspapers and online portals, compile the essentials, and occasionally add context.” Ideally, he adds, it’s also written in an engaging style.

• To achieve this, Bajour's newsletter team starts their shift at 3:00 AM to ensure the Basel Briefing reaches subscribers by 7:00. Some elements are prepared the day before though.

• The introduction is crafted to hook readers while incorporating the author’s personal touch. “We want readers to sense that there’s a person here who’s up early, who's reading all the news for them, and who might be in a good or bad mood,” says Hufschmid.

• At the core of the Basel Briefing lies the news segment, spotlighting the top two or three stories of the day. This section draws not only from Bajour's articles but also from other media outlets, with all sources credited and original articles linked.

• The newsletter also includes recurring segments like “Question of the Day,” where readers can vote on a topic, and “Basel Resident of the Day”, a short portrait of people living in the city. Short news pieces and local event tips are also regular features.

• The Basel Briefing always ends with “The useful thing at the end”. This can be almost anything that seems useful: life hacks, a new app, an improved public transport ticket or a list of restaurants which offer children's play areas.

Bajour's Top Tips for Creating Effective Newsletters

• Be Personal, without overstepping: With a personal introduction and touch in the whole newsletter, Bajour builds a strong connection with readers. Hufschmid believes, this increases the likelihood readers will support the publication, for example by signing up for a voluntary membership or participating in crowd-investigation.

• Curate content with your audience in mind: Bajour sees the Basel Briefing not as a marketing tool for their own stories, but as a service for readers. That's why a large part of the briefing consists of news, research and stories from other media. “When selecting articles for the briefing, our own stories have to stand up to those of the competition,” says Samuel Hufschmid, ”otherwise we might not choose them for the newsletter. It's really about what's best for our readers.”

• End on a strong note: A strong ending encourages readers to scroll all the way through, even when they don’t have time to read every word of the newsletter. In the Basel Briefing, “Useful Information at the End” is one of the most-clicked sections, and readers who become accustomed to scrolling to the bottom are more likely to engage with other parts along the way.

• Be consistent with timing: For a daily morning newsletter, punctuality is critical. People enjoy routines, and the goal is for the newsletter to become a daily habit. Many readers read it during their commute or with their morning coffee. If it doesn’t arrive on time, that brief window of opportunity might be lost. “We work hard to be timely,” says Hufschmid. “Every minute we’re late, our opening rate drops significantly.”