Written by: Joel Crampton

Michael Kitces's data shows newsletters are widely used by financial advisors but generate very little directly-attributed revenue.

That may say more about how firms measure their impact than what newsletters actually accomplish.

ONE BIG IDEA — Attribution Misses The Middle

A client forwards an article to a friend. A CPA shares an issue with a client. A prospect reads for six months before scheduling a meeting.

When revenue follows, the referral, introduction, or final conversion usually gets the credit. Everything that helped build familiarity along the way gets lost.

Kitces plans to update the research later this year. The numbers may shift, but I suspect the pattern will remain.

Newsletters Fill the Communication Gap

Many advisors speak with clients only once, twice, or three times a year. Even firms aiming for quarterly conversations leave long stretches between direct contact.

A useful monthly newsletter can:

  • Reinforce the value of the relationship
  • Nurture prospects who aren't ready to meet
  • Keep the firm visible to COIs
  • Prompt conversations and referrals
  • Give readers something worth forwarding

The impact may be difficult to isolate, but that doesn't make it insignificant.

ONE FRAMEWORK — The 5-Part Newsletter

A strong newsletter shouldn't feel like a collection of leftovers from the firm's website and social media. It should feel useful, current, and human.

1. Lead With Something Worth Reading

Give readers one substantial reason to open the email. That might be:

  • A timely planning article
  • A short video from the founder
  • A practical checklist
  • Commentary on a question clients are asking
  • A recent webinar, podcast, or published article

One strong feature is usually better than five weak links.

2. Add Timely Perspective

Help readers understand what deserves attention without turning the newsletter into a market report. Sections like these work well:

  • What We're Watching
  • Planning Opportunity
  • Tax-Smart Reminder
  • Trend Worth Knowing
  • One Question to Consider

Keep it brief. Use plain language. Explain why it matters to the client.

3. Show the People Behind the Firm

Newsletters should sound like they came from an actual firm, not a content factory. Include occasional updates about:

  • Team members
  • Community involvement
  • Client events
  • Firm milestones
  • Personal observations
  • What the team has been working on

The update should help strengthen the relationship, not become an internal company bulletin.

4. Make It Easy to Consume

Good content can still fail inside a dense, poorly designed email. Use:

  • Clear section headings
  • Short paragraphs
  • Strong images
  • Plenty of white space
  • One primary call to action
  • A layout that works on mobile

The design should support the content, not compete with it.

5. Build a Reliable Distribution Habit

Tuesday through Thursday mornings remain sensible starting points, but there's no universal best time.

Consistency matters more.

Send it monthly. Track opens, clicks, replies, forwards, and conversations. Then adjust based on what your own readers do.

Links to social channels and recent media appearances can live near the bottom. They're useful supporting elements, but they shouldn't distract from the main reason the newsletter was sent.

ONE RESOURCE — Build and Send Newsletters With HighLevel

I've shared HighLevel before as an all-in-one marketing platform, but it's worth revisiting specifically for newsletters.

HighLevel gives firms one place to:

  • Create a reusable, branded newsletter template
  • Organize and segment clients, prospects, and COIs
  • Schedule each issue in advance
  • Track opens, clicks, and other engagement
  • Trigger follow-up actions based on reader behavior

HighLevel supports reusable email templates, scheduled campaigns, centralized reporting, and automated workflows based on actions such as opening an email or clicking a link.

The software won't make an unhelpful newsletter interesting. But it can make creating, distributing, measuring, and improving a strong one much easier.

ONE NEXT STEP — Is Your Newsletter Worth Opening?

Before sending your next issue, run it through this quick checklist:

  • Does it lead with something genuinely useful?
  • Is the content written for clients rather than industry insiders?
  • Does it sound like your firm?
  • Is there a timely point of view or planning takeaway?
  • Is the design easy to scan on a phone?
  • Is there one clear next step?
  • Would a client or COI consider forwarding it?
  • Does it reinforce who you help and how you think?

If the answer is no to several of these, the problem probably isn't that newsletters don't work. The newsletter itself may need more work.

Related: Six Ways Advisors Can Build More Tax-Efficient Portfolios