How to Grow an Email Newsletter from Scratch - The Prospector by Seamless.AI

This isn’t my first rodeo writing email newsletters, but it is the first time I’ve built one from the ground up, with no pre-warmed audience waiting to hit "Subscribe."

Spoiler: It’s been a mix of furrowed brows, trial-and-error, and more than a few “Why am I doing this again?” moments.

Here’s what I’ve learned in so far, plus a few tips for you if you’re also a content marketer looking to get scrappy (not crappy) and start from scratch in 2025.

Why I started a newsletter:

If you’re a content marketer who’s only focused on writing great content but not actually promoting it, you’re basically that person who throws a party but forgets to send out invites.

Here’s the deal: content is king, but if people don’t see it, you’re just shouting into the void.

People need a reason to care. They want to feel connected to you, like you’re texting them a meme because you just knew they’d laugh.

Newsletters are one of the best ways to build that connection. They’re not just a distribution channel—they’re your chance to slide into your audience’s inboxes and make them actually look forward to hearing from you.

For me, starting a newsletter wasn’t just about pushing Seamless.AI’s content (although, hey, that’s a nice bonus). It was about giving our brand some personality—beyond the SEO-optimized blog posts and sales tips.

I wanted to create something that felt like a conversation, not a lecture.

Lesson #1: Figuring out what resonates with your audience.

Here’s the thing about newsletters: they should feel like opening a gift on Christmas morning. You might kind of know what’s inside, but the excitement is in the surprise and the value.

The best newsletters make people feel like they just scored the perfect gift. Whether it’s:

A killer discount (financial value)
The funniest memes of the week (entertainment value)
Or simply a “wow, this person gets me” vibe (emotional value)

It all comes down to delivering something that resonates. If your newsletter doesn’t bring value, your audience will ghost you faster than a bad first date.

Value is your currency. The more you give, the more your audience grows.

The less you give, well...enjoy staring at your open rates and wondering what went wrong.

Pro tip: You can use Intent Data by Seamless.AI to help understand customer needs and find the right prospects.

Lesson #2: Treat your newsletters like an application.

Sending a newsletter these days is like DMing your favorite celeb on Instagram. Your chances of standing out? Slim. But not impossible.

Email inboxes are a mess—mine has 5,000+ unread emails, and I’m not proud of it. Your newsletter has to be the one that makes someone stop scrolling and actually open it.

Think of it like applying for a job:

You’re competing with a ton of other candidates (or in this case, emails).
You need to know exactly who you’re talking to.
And you have to deliver something so good they can’t ignore you.

Start by asking yourself:

Who do I want reading my newsletter?
What do they care about?
How can I make their day better, easier, or more fun?

Once you’ve nailed that, you can tailor your content to cut through the noise.

Pro tip: The new Seamless Connect is a great way to send and track email campaigns.

Lesson #3: The Google Foobar Playbook

Here’s my biggest inspiration for the newsletter: Google Foobar. If you’re a coder or have a techie friend who won’t stop talking about Easter eggs, you might’ve heard of this.

Google Foobar explicitly spoke to the interests of their audience. No frills. Just relate-ability.

Here’s the gist: Google created a super-secret coding challenge that only pops up for developers searching specific keywords. It’s like a surprise party for your browser.

Google Foobar coding challenge invitation screenshot from Pratik Roy in his article “My Google Foobar Journey”

No job ads, no flashy promos—just a sneaky challenge that screams, “Hey, you’re smart. Wanna prove it?”

Coders love it because it’s exclusive, unexpected, and perfectly tailored to their problem-solving brains. Google didn’t just know their audience; they spoke their language.

And guess what? It worked.

How I Foobar’d My Newsletter

Inspired by Google’s approach, I thought about what B2B SaaS and sales professionals (our target audience) actually care about. The usual suspects? AI, money, streamlining workflows, tech news, and tools that make life easier.

But here’s the thing: everyone is already writing about those topics. So, I had to find a way to stand out—something that made people pause mid-scroll and think, “Okay, I’ll open this.”

Cue memes, pop culture, and trending tech stories.

Example #1: ChatGPT Roasts

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Remember when everyone was asking ChatGPT to roast their Instagram profiles? It was peak social media humor for a hot minute.

I hopped on the trend and gave it a SaaS twist, creating a newsletter that felt relevant, funny, and useful.

Was it groundbreaking? Maybe not. But it was entertaining—and that’s half the battle when you’re competing with 5,000 other emails in someone’s inbox.

Example #2: Kendrick vs Drake

A few months ago, the internet was buzzing about Kendrick Lamar and Drake’s (alleged) diss tracks. Instead of just saying, “Hey, we wrote a blog about sales objections,” I tied it to the beef.

The result? A newsletter headline that grabbed attention and still drove traffic to our blog.

GA4 screenshot of the peak of organic traffic to my sales objection blog article by promoting it through the email newsletter

Bottom line: Foobar your email content. Learn what kind of content resonates with your target audience. Lean into those topics and find engaging ways to deliver your content.

Lesson #4: Don’t skimp on your EMS, seriously.

Let’s talk tools. Picking the right email platform is like choosing your Hogwarts house—it’s going to define your entire journey. And trust me, the wrong choice will haunt you.

Here’s what I wish I knew:

Plan for Growth
Some platforms are free at first but hit you with hidden costs as your subscriber list grows. Do your future self a favor and pick one that scales without breaking the bank.
Test the UI
A clunky email builder is the ultimate time-suck. Look for a platform that makes designing emails seamless (pun intended).
Prioritize Interaction
Want to add memes, GIFs, or interactive buttons? Make sure your platform supports it without needing a PhD in coding.

The Bottom Line

Building a newsletter from scratch is equal parts strategy, creativity, and trial-and-error. It’s like being on the latest season of Love Island US—you’re crafting your best moves, testing your connections, and hoping your audience doesn’t “get the ick” and vote you off the island.

Be the hot new bombshell that makes it to the end, and hopefully win the hearts of viewers all over the world.

Here’s the TLDR summary:

Give people a reason to open your emails; deliver value that cuts through the noise.
Treat your email content like a job application.
“Foobar” your newsletter, AKA package your content in a way that resonates and engages.
Choose an EMS that will support your newsletter’s growth.

Stay true to your vibe, keep it relevant, and don’t be afraid to bring a little drama (or humor) to keep things spicy.

And if you’re still looking for more help, here are some of my favorite publications, articles, and resources to get inspiration for my email newsletters:

I’ve got big plans for The Prospector Pulse in 2025, but until then, I’d love to hear your tips, tricks, or even just a “Hey!” Drop a comment or say hi.