A favorite quote of mine about newsletters is from the Queen herself, Ann Handley:
“An email newsletter is not a distribution strategy, it’s a relationship-builder.”
And if your B2B newsletter isn’t getting traction, the tough truth is that you’re probably treating it like more of a distribution strategy.
Instead, try the relationship building approach.
That’s exactly what the Monday.com team set out to do with “Monday Insights,” their thought leadership newsletter that’s hit a 55% open rate with 3.7 million subscribers.
Here’s how they got it off the ground, kept the strategy simple, and let the value speak for itself.
1. Why launch a thought leadership newsletter?
The vision behind Monday Insights was straightforward: no sales pitch, no product plugs—just pure, relevant insights that would make readers better at their jobs.
The CEO wanted something that professionals could depend on, knowing they’d get a boost of relevant trends, tips, and timely guidance.
Takeaway: If you’re going to do thought leadership, go all in on value. Show up in your readers’ inboxes with something they need to know, and that’s how you build loyalty.
2. Building a strong, repeatable structure
To keep things digestible and create a consistent reading experience, they landed on a clear structure with familiar sections:
- Workplace Trends: From the latest research to headline-worthy happenings in the work world.
- AI in Action: A breakdown of how AI is reshaping the future of work, specifically for leaders.
- Manager’s Corner: Real talk on topics like team motivation, conflict resolution, and communication.
- Fun with “Water Cooler” Chatter: Something lighthearted or surprising to bring up in team conversations.
- Weekly Humor: A cartoon from a New Yorker artist to lighten the workday.
Each section keeps readers informed, engaged, and entertained without overwhelming them—especially helpful for leaders scanning for info they can use right away.
Takeaway: Structure your thought leadership content in a way that’s consistent but never static. Help your readers find their go-to sections and give them something unique they’ll actually look forward to every week.
3. Execution and scale
For Monday’s team, getting consistent, timely content every week was all about research and responsiveness. Arielle, the lead writer, dives into workplace reports, industry news, and, more importantly, real-life conversations. Topics come straight from what professionals are facing, whether it’s feedback woes, “quiet quitting,” or managing hybrid teams.
They gauge success with a simple metric: engagement. With some readers opening the newsletter multiple times, they know the content is hitting home. When a specific topic resonates, they’ll repurpose it into video content on LinkedIn or blog posts to amplify its reach.
Takeaway: Make your thought leadership newsletter a source of info your audience doesn’t want to miss. And don’t overthink measurement. If your open rate, shares, and reopens are strong, you’re doing something right.
4. It's all about long-term trust
Monday Insights isn’t just a one-off newsletter; it’s a way to build trust. The consistency, the timely insights, and the familiar tone have turned it into the most-read email Monday.com sends. And because they’re focused on long-term engagement, they’ve seen a compounding effect where each edition reinforces the value of the next.
Final Takeaway: Trust takes time, but if you stick to adding value and delivering on your promise, it will pay off.
P.S. What are some of your favorite newsletters in B2B? I’ve always got an eye out for new ones to subscribe to and check out. Any brands doing this well? Individuals?
Also let me know if you want the interview with Dave/The Monday.com content team! Just reply to this email – I read (and cherish) every one :)
