“Sign up for the newsletter” is a common invitation. In June 2013, I wrote that it says little about what a subscriber will actually receive. People do not give you an email address for the name of a channel. They do it for content that helps or interests them.
Describe the benefit
An accountant could write “Get monthly bookkeeping tips for freelancers”. A museum could say it sends information about new exhibitions and events. The invitation should match what is really sent. A useful promise followed mainly by sales messages damages trust.
Say how often you write. “One practical tip every Tuesday” sets a clearer expectation than “Never miss out”. Not every list has a fixed rhythm, but you can still describe roughly when people will hear from you and on which subjects. A sample of a previous edition may help them decide.
A free gift is not enough
The old article suggested a free digital product as a reason to subscribe. That can be a good introduction when the product is genuinely useful. It should not be a way to collect an address for something else. Explain whether people receive only the download or also sign up for recurring mail. Applicable consent rules depend on the situation and audience.
After signup, the content still has to fulfil the promise. Write about readers’ and customers’ questions, not every office update by default. An employee story can be interesting, but it needs a reason to belong in this mailing.
The word “newsletter” is not forbidden. The lesson is to be more specific: tell people which knowledge, examples or updates they will receive and then deliver exactly that.