Hey, Grow Newsie reader!

You've built your list. You've crafted your voice. You're seeing those open rates climb.

Then life happens. You skip one week. "My subscribers will understand," you think. "It's just one issue."

Here's what most newsletter creators don't realize: missing a single issue can cost you far more than you think.

Research from El Pais reveals a striking statistic: newsletters reduce subscriber churn by 22% compared to subscribers who don't receive regular communications. But here's the catch—this only works when you maintain consistency.

When you break your publishing rhythm, you're not just missing an opportunity to connect. You're actively triggering the psychological mechanisms that lead to unsubscribes and disengagement.

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Kurt Elster, an ecommerce consultant who built his entire consultancy through newsletters, puts it bluntly: "If someone signed up for your list and they don't have the email for a month, there is a 99% chance they have forgotten who you are."

That person who was excited to subscribe? They're now staring at your name in their inbox thinking, "Who is this again?" And that's when the unsubscribe button becomes very tempting.

Email service providers track engagement patterns. When you publish sporadically:

It's a compound effect. One missed issue leads to lower engagement, which leads to worse deliverability, which makes your next issue perform even worse.

According to data from Retail Gear, brands that maintain consistent communication see engagement increases of up to 300%. But trust works both ways. When you don't show up consistently, subscribers interpret it as a signal that your newsletter isn't a priority—and if it's not a priority to you, why should it be to them?

Studies show that the average email list churns at approximately 30% annually. That's roughly 2.5% of your list disappearing every single month—even when you're doing everything right.

Now imagine what happens when you add inconsistency to the mix:

If you have 5,000 subscribers and normally lose 125 per month to natural churn, skipping issues could easily double that loss. That's an extra 125 people—potential customers, brand advocates, revenue generators—gone.

Josh Spector, who grew his newsletter "For The Interested" to 23,000 subscribers, shares the most important lesson he's learned: "You won't have a successful newsletter unless you have a consistent one."

Here's why consistency matters more than frequency:

When subscribers know exactly when to expect your newsletter (every Tuesday at 9 AM, for example), it becomes part of their routine. They look forward to it. They create space for it. This habit formation is the foundation of long-term engagement.

Think about your favorite TV series. You knew exactly when the next episode would drop. Successful newsletters work the same way. Regular publishing creates anticipation, which drives opens and engagement.

Consistency signals professionalism and commitment. It tells your audience that you're serious about providing value. Sporadic publishing does the opposite—it signals that your newsletter is an afterthought.

Research from Campaign Monitor suggests newsletters should be sent "no more than twice a week and at least once a month." But here's the key insight: consistency beats frequency every time.

Better to send a reliable monthly newsletter than attempt a weekly one that you can't maintain. Here's how to find your sweet spot:

Nicholas Cole, in his writing guide, emphasizes: "Write consistently for 6 months and then make a decision." This gives you time to:

George Kao's newsletter strategy shows how simplicity drives consistency. His newsletters take less than 15 minutes to create because he's built a system. The result? Years of consistent publishing and a 55% open rate with 5,500 subscribers.

Add your publishing frequency to your subscription page. This creates accountability for you and sets clear expectations for subscribers. "Weekly newsletter, every Tuesday" is better than "regular updates."

Always work 2-3 issues ahead. This buffer protects you when emergencies arise. Write during high-energy periods, bank the content, and maintain your schedule even during low-energy times.

Complex newsletters are abandonment magnets. Create a template that you can consistently fill with valuable content. Focus on:

Newsletter creation should be a recurring calendar event, not a "when I have time" task. Block the time, treat it as non-negotiable, and protect it fiercely.

Use scheduling features. Write on your time, but send at the optimal time for your audience. This separates creation from distribution and eliminates last-minute scrambles.

If you've been inconsistent, here's your recovery plan:

Remember: subscribers are remarkably forgiving if you get back on track quickly and deliver consistent value going forward.

Here's the beautiful part about newsletter consistency: the benefits compound.

This week, I challenge you to:

Remember: the newsletter you send consistently is infinitely more valuable than the perfect newsletter that never ships.

Your subscribers didn't sign up for perfection. They signed up for connection, value, and yes—consistency.

Keep growing!

With love,
Nikhil