How to write emails people want to read.

Whether that's on Substack, or to your email list on another platform.

In 2010, I was living in Hackney, doing a Masters in print and online journalism and writing for local newspapers.

Back then, ‘online’ wasn’t such a big deal. It was all about print.

But I remember in one of our classes, the tutor asked us who had a blog.

I put my hand up and so did one other person.

A room full of writers and only two of us were creating online content.

He then taught us a bunch of rules about writing online and one of them has always stayed with me.

This rule is crucial, with online content, including email newsletters.

And yet hardly anyone does this.