Launching a Newsletter to Grow Your Startup

As a founder, you’re likely already creating content – blog posts, LinkedIn updates, you name it. But is it actually reaching the people who matter?

That’s the exact challenge we faced. Our solution was to launch our own newsletter, “The Next Move,” to cut through the noise. We see it as one of the most effective and cost-efficient growth channels a startup can have. It gives us a direct line to founders and teams across Southeast Asia, letting us build real connections without getting lost in algorithms.

More importantly, it keeps us top-of-mind. Many companies we talk to aren’t actively hiring today, but a newsletter ensures we’re the first call when their needs change. It’s a powerful tool for building a community, establishing trust, and creating a direct path to your most engaged users.

If you’ve been thinking about starting one, this guide is your sign to begin.

Step 1: Define Your Goal and Your Audience

Before you write a single word, answer two questions:

1. Why are you doing this? What is the number one goal? Is it to generate leads, build an engaged community, reduce churn, or establish yourself as an expert? Pick one primary goal.
2. Who is it for? Be specific. “Everyone” is not an audience. For our newsletter, we chose: “Early-stage tech startups (fewer than 50 employees) in Singapore and Malaysia, focusing on founders and leadership.” Knowing your audience this clearly dictates your content, tone, and style.

Step 2: Choose Your Content Pillars

Don’t try to cover everything. Choose 2-3 core topics, or “pillars,” that you will consistently write about. These pillars should sit at the intersection of your audience’s interests and your startup’s expertise. For us, this meant focusing on tactical advice for building a startup specifically within the Southeast Asian ecosystem.

Step 3: Pick a Simple, Powerful Format

Your newsletter’s format is its personality. A consistent structure makes it easy for you to create and for your audience to read.

Let’s use our own newsletter, “The Next Move”, as a real-world example.

• Target Audience: Early-stage tech founders and leaders in Singapore, Indonesia and Malaysia.
• Goal: Build an engaged community by providing tactical resources, establishing trust so we’re top-of-mind for hiring and scaling support.

Here’s the format we designed to be a go-to, interactive resource rather than just a news roundup:

• Editor’s Note: A personal, conversational note to build a connection with the reader.
• Builders Playbook: The core content. A founder-focused playbook or case study with a link to the full article on our website, amplifying our SEO efforts.
• Founder Spotlight: An interview with a founder, highlighting a real-world success story or challenge.
• Let’s Hear From You: Interactive elements like polls and discussion prompts to make it a two-way conversation.
• This Week’s Pick: A curated tool or resource recommendation, providing immediate value.
• Key Takeaways: A quick summary of actionable insights.
• Call-to-Action: An invitation to book a consultation.

This format is tactical, interactive, and regionally focused—our unique value propositions. It provides immediate value and directly supports our goal of becoming a trusted resource in the SEA startup community.

Step 4: Remember That Content is King

This is the most important step. No tool, format, or growth hack can replace high-quality, valuable content. Your primary focus should always be on creating the best possible content for your audience. If you solve their problems, answer their questions, or provide unique insights, they will not only read your newsletter but also share it. Everything else is secondary.

Step 5: Choose Your Tools

You don’t need a complex or expensive tech stack to start. The key is to pick tools that let you get started quickly.

• For Sending Emails: Platforms like Substack or Beehiiv are excellent for beginners. They are often free to start and handle everything from writing to sending. As you grow, tools like ConvertKit or Mailchimp offer more powerful features like automation and detailed analytics.
• For Engaging Visuals: To make your content more engaging, consider using a design tool like Canva to create custom graphics. A subscription to a stock image platform can also be a great asset.

Step 6: Launch and Get Your First 100 Subscribers

You don’t need a huge list to start.

• Personal Network: Email 20-30 friends and contacts in your industry and ask them to subscribe.
• Social Media: Post about your new newsletter on LinkedIn. Announce what it’s about and who it’s for.
• Website: Add a simple, clear sign-up form to your homepage and blog.
• Email Signature: Add a link to your newsletter sign-up in your email signature.

Step 7: Stay Consistent

Consistency builds trust. Whether you choose to send your newsletter weekly, bi-weekly, or monthly, stick to the schedule. Your subscribers will learn to expect it and make time to read it. This is how you build a loyal audience.

Step 8: Measure What Matters

To treat your newsletter as its own product, you need to track its performance. But don’t just rely on numbers.

• Quantitative Metrics: Don’t get lost in vanity metrics. Focus on these three to start:
  • Open Rate: What percentage of subscribers open your emails? This tells you how effective your subject lines are.
  • Click-Through Rate (CTR): Of those who opened, how many clicked a link? This shows if your content is compelling.
  • Subscriber Growth: Is your list growing steadily? This is the ultimate health check.
• Qualitative Feedback: The numbers tell you what is happening, but talking to your readers tells you why. Encourage replies and occasionally reach out to your most engaged subscribers for a quick chat. This is the best way to get feedback and ideas for future content.

The Real Benefits of a Newsletter

• You Own the Audience: Social media platforms can change their algorithms overnight. Your email list is an asset that you control.
• It Keeps You Top-of-Mind: A newsletter nurtures relationships with potential customers who aren’t ready to buy yet, ensuring they think of you when the time is right.
• It Builds Authority: By consistently sharing valuable, tactical content, you become the go-to source in your niche.
• It’s a Direct Feedback Channel: Readers will reply to your emails with questions and ideas, giving you priceless insights into their needs.

Lastly, your journey as a founder is unique, and the lessons you’re learning are incredibly valuable to others in the ecosystem. Don’t underestimate the power of your story and expertise. A newsletter is more than just a marketing channel; it’s a platform to share that value directly with an audience that wants to hear from you.

So, don’t wait for the perfect moment. Start simple with a clear goal and a focused audience. Commit to providing genuine value in every send, and above all, be consistent. That is how you build an audience, earn trust, and create one of your startup’s most powerful assets.