How to Create Engaging Newsletters That Keep Local Readers Hooked

Author

Reginaldo Osnildo

Learn how to craft and send high-impact newsletters on Substack to grow your audience, boost engagement, and keep your local readers coming back.

Craft Killer Newsletters That Keep Local Readers Hooked

Hey, it’s Reginaldo Osnildo again!You’ve got your Substack site running. Categories set. Editorial calendar locked. Now it’s time to talk about one of your most powerful tools:

The newsletter.

This isn’t just a nice “extra” to have—it’s your direct line to your readers. While social media plays games with algorithms, newsletters go straight to the inbox.

If you want to grow your local audience, build trust, and eventually convert readers into paying subscribers, then keep reading. I’m going to show you how to write and send newsletters that actually work.

1. Define the Purpose of Your Newsletter

Before you even hit “New Post,” ask yourself:

Am I trying to inform, engage, or convert?
Who is this for?
What kind of action do I want my readers to take?

Different types of newsletters, different goals:

Weekly roundup? Keep your audience informed.
Breaking news alert? Deliver fast, essential updates.
Opinion column? Build thought leadership and voice.
Exclusive subscriber content? Strengthen loyalty.

Knowing your intent = writing with purpose.

2. Structure Your First Newsletter Like a Pro

Let’s build your very first email. Substack makes it simple.

Here’s a solid format to follow:

1. Eye-Catching Subject LineKeep it short, punchy, and clear.Examples:

“This Week in [City Name]: Top 5 Stories You Shouldn’t Miss”
“Breaking: New Safety Measures in Town Square”

2. Engaging IntroductionStart with a personal note, a local insight, or a teaser. Let them know you’re human—and that this newsletter was made for them.

3. Main Sections (2–3 tops)Organize your content into blocks:

Top news story
Local event highlights
Quote of the week or reader feedback

4. Call to Action (CTA)Invite your readers to:

Click to read more
Share the newsletter
Reply with feedback
Subscribe or upgrade

5. Clean VisualsAdd a few images or icons, but keep it clean. One good photo per story is usually plenty.

3. Choose the Right Frequency

How often should you send newsletters?

Here’s a cheat sheet:

Daily: Only if you’re covering fast-changing news (and have the team to do it)
Weekly: Perfect sweet spot for most local news projects
Monthly: Ideal for deep dives or exclusive premium content
Occasional: Use for urgent announcements or pop-up editions

Pro Tip: Pick a day/time and stick with it. Consistency builds trust.

4. Segment Your Audience for Better Engagement

One of Substack’s secret weapons? Subscriber segmentation.

You can send personalized newsletters to:

Sports fans
Political junkies
Cultural event seekers
Paid subscribers only
Breaking news alert recipients

Ask your readers what they care about when they subscribe—or track engagement and create lists based on their behavior.

More relevant newsletters = higher open rates = more loyal readers.

5. Use Breaking News Emails to Stay Top-of-Mind

Substack is amazing for real-time updates.

When something major happens in your community (election results, emergencies, public statements), send a short, fast, informative newsletter:

Bold headline
1–2 paragraphs
Link to the full post or ongoing updates
Clear CTA (e.g. “Follow the live story here”)

Timely content builds trust. If readers know they’ll hear it from you first, they’ll never unsubscribe.

6. Make Your Newsletters Interactive

Want to really stand out? Get your readers involved.

Here are 3 ideas:

Polls: Ask what they think about a new city law or upcoming event
Reader Quotes: Feature community responses to big issues
Collaborative Columns: Let readers submit their own local stories or opinions

You’re not just informing your audience—you’re building a relationship.

7. Keep Improving With Analytics

Substack provides basic but powerful stats:

Open Rate: Are your subject lines working?
Click Rate: Are people engaging with your links?
Unsubscribes: Is your frequency or tone off?

Review your numbers weekly or monthly. Test different formats, sending times, or CTAs. Don’t be afraid to experiment!

8. Examples of Great Local Newsletter Ideas

Need some content inspiration? Try these:

“5 Things Happening This Weekend”
“Local Voices: What [City] Residents Are Saying About…”
“Spotlight on a Local Hero”
“Behind the Scenes of This Week’s Big Story”

Get creative, stay relevant, and always think local first.

Ready to Become Your Community’s Favorite Inbox?

Newsletters are the heartbeat of your Substack site. Done right, they drive traffic, deepen trust, and turn casual readers into superfans (and paying supporters!).

Want my full system for building a sustainable, local news project from scratch?

Get the full e-book:👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll find: