The cultural significance of newsletter marketing in the digital age for brands

New Delhi: In India, people have always loved their newsletters. If you walk through Mumbai, you’ll see street vendors rolling out fresh newspapers, primarily for older generations who have been reading them for years. Occasionally, you’ll spot a young person reading one too. Why is that? It’s simple: people crave depth, not just entertainment. They want to read something that keeps them informed about what’s happening, rather than information curated by an algorithm. And that’s precisely why people are turning to newsletters.

Once brands realise this, they’ll understand that newsletters are not something they can afford to overlook.

The numbers don't lie

When it comes to marketing, brands often prioritize social media and advertisements. If someone suggests using a newsletter during a meeting, many might laugh and say, ‘I ignore those emails too.’ However, the reality is quite different. From my experience working with clients, I see people not only opening and replying to newsletters but also eagerly anticipating them every week.

To understand it better, let’s break it down from two perspectives:

1. The creator and brand perspective
2. The audience perspective

The only common thread is that they are both tired of algorithms.

Creators and brands: A love-hate relationship with algorithms

Creators and brands are getting tired of the constant whims of algorithms and rising ad costs.

Social media ads are becoming more expensive, and platforms keep changing the rules. Creators are forced to come up with viral campaigns that sometimes clash with their values. Plus, there’s always the fear of being booted off the platform without warning and the unpredictable income that comes with it.

Newsletters, on the other hand, offer a breath of fresh air. Creators can be authentic and build a real connection with their audience. They're not getting lost in the noise of viral trends and attention-grabbing reels.

With newsletters, creators enjoy more predictable growth and income. And most importantly, they build an audience that will likely buy from them later given they own their data and attention span (even if it’s for a few minutes versus seconds on reels). For brands, newsletters are a great way to educate customers, especially in industries like nutrition, where everyone seems to have a different opinion. It’s serious and trustworthy compared to the exaggerated content you see on social media. The best part is that the audience is choosing to receive these emails. They could easily unsubscribe, but they don’t. That means they actually care about what’s being shared. With AMP technology, creators and brands are making emails fun with features like quizzes, polls, and even direct sales—all within the email.

The consumer side: Tired of the noise

As consumers, we’re all growing tired of algorithms. The mental exhaustion from endlessly scrolling through reels is real. Social media often becomes a massive time drain, and it’s difficult to truly learn anything meaningful from it. Can you even recall the last Instagram video you watched?

Newsletters, on the other hand, offer a curated space where only the most valuable content gets through. It’s content we’ve actively chosen to engage with, and over time, it becomes a habit to read them regularly. This habit enhances our thought process because we’re not just consuming the most viral content available. The signal-to-noise ratio is significantly better.

And for Gen Z? They especially love interactive features like quizzes and games. These features allow them to engage with the content, sometimes win rewards, and even purchase products directly from the email—no need to search elsewhere. Newsletters also foster a sense of exclusivity. Consumers feel like part of a unique community. When they receive something valuable from a creator or brand, they’re eager to share it on social media.

The trend is growing

Tier 1 is embracing newsletters, and over time, each tier in India will follow suit. You can easily see this happening as the Indian audience, who previously didn’t pay for anything, begins to consider paying their favourite creators—provided they’re offering value. Tier 1 has the disposable income to do so, which is easy to understand. But now tier 2 is joining in, and soon enough, tier 3 will recognise the value as well.

We haven’t changed much

From newspapers to newsletters, we’ve come a long way. But really, all we want is to kick back on a Sunday morning, grab our phone, check our emails, and read something meaningful. Something that makes us feel good—not more viral videos that leave us confused and drained. And of course, a nice cup of chai or coffee in hand.