We’re signed up to dozens of newsletters produced in-house by advisers and planners, and we regularly see the same 10 mistakes damaging engagement.

So, whether you DIY your newsletter or outsource it, here are the top mistakes, along with simple ways to fix them.

Mistake #1. Using “October 2026 Newsletter” or “Our latest newsletter” as your email subject line

Using the same formula for every newsletter subject line makes them blur into one, and it tells your audience nothing about why they should open this particular edition.

Instead, think of your subject line as the sizzle and the articles inside as the sausage. Use the headlines from the articles you think will appeal most to your audience as your subject line.

That way, every edition looks different, tells recipients what they’ll find inside, and gives them a compelling reason to open it.

Mistake #2. Poor headlines, quickly written that are unlikely to engage

Even if you change your subject lines in the way we recommended above, the headlines themselves still need to be compelling.

Unfortunately, too many advisers/planners who produce their own newsletters treat the headline as an afterthought, often adding it at the last minute.

To fix this, remember why your headline matters: if it doesn’t encourage people to read the article, you’ve wasted the time you spent writing it.

Then, for each article, don’t settle for the first headline that comes to mind.

Instead, write a list of possible headlines, building on them and refining so each version is stronger than the last. Once you have a headline you’re happy with, ask your preferred AI platform to suggest improvements and finally, check how your strongest options rank using a tool such as Headline Studio.

Mistake #3. Sending from a company name, not a person

Our research shows people are more likely to open an email newsletter if it comes from someone they recognise than from a company name.

Every email platform, including Mailchimp, HubSpot, and Dotdigital, lets you change the “friendly from” name recipients see in their inbox.

So, instead of sending your newsletter from “ABC Financial Planning”, use a format such as: “Jane Smith | ABC Financial Planning”.

That way, recipients see a familiar person first, with the company name adding context and reassurance without losing the personal connection.

Mistake #4. Using random images instead of a picture of the sender

Many adviser/planner newsletters use random stock images that serve no purpose.

Instead, if your newsletter comes from a named person (as we recommended above), include their picture near the top of the email.

Some recipients will recognise the person straight away, which can make the email feel more familiar, personal, and human.

That familiarity matters. People are more likely to engage with someone they recognise than with a generic image that means nothing to them.

Mistake #5. Writing articles with no subheadings

We saw one article from a financial planner that was 1,200 words long, which had no subheadings.

Long blocks of text are hard to read, so plenty of people won’t bother.

Use subheadings to break the article into manageable sections and help skim readers get the gist. As we explain in this blog, an article might be 528 words long, but reading just the 13 words used in the subheadings will give you the main points.

If your article is more than a few paragraphs long, subheadings shouldn’t be optional. They’re essential.

Mistake #6. Including links to other people’s content

There’s a growing trend among some advisers/planners to pack their newsletters with links to other people’s content.

That’s a mistake.

If you want to be known as a librarian, promote other people’s content by linking to it in your newsletter. If you don’t, keep the links focused on your own articles and content.

And, while we’re on the subject, the same applies to sections explaining what you’re watching, reading, and listening to. Sure, they might look cool in an influencer’s newsletter, but our research shows almost nobody clicks those links.

So, unless there’s a very good reason to include someone else’s work, leave it out and keep the attention where it belongs: on your own expertise.

Mistake #7. Inconsistent send dates and times

We see advisers and planners sending newsletters at random times, usually right after they’re built.

That’s a mistake because consistent send days and times show reliability and build confidence.

The right choice will depend on your audience. What works for a B2B newsletter might be very different from what works for a B2C audience, so think about when your recipients are most likely to have the time and inclination to read it.

Once you’ve chosen your slot, stick with it; don’t let anything knock you off track.

Talking of which…

Mistake #8. Missing or skipping editions

Over the past few weeks, we’ve seen various excuses for missing a monthly newsletter edition, including holidays, illness, and compliance.

The person responsible, or the business, might think, “Ah, it’s just one month; it doesn’t matter”.

But it does.

Hundreds, perhaps thousands, of people haven’t heard from the firm simply because they didn’t prioritise the newsletter or have a contingency plan. At the same time, if you’ve trained people to expect your newsletter on a certain day, missing an edition breaks the habit you’ve worked hard to create. Finally, someone else will fill the silence.

To avoid that, plan ahead and build in some slack, or make sure more than one person can build your newsletter.

Consistency matters. Your audience shouldn’t notice when life gets in the way, and you certainly shouldn’t let them down.

Mistake #9. Not resending to non-openers

Not everyone will see your newsletter the first time you send it. So, set up an automatic resend three or four days later to anyone who didn’t open the original email.

You can even change the subject line on the resend to give recipients another reason to open it.

Done properly, this can increase engagement by 10–15% without increasing unsubscribe rates, helping you squeeze more value from content you’ve already spent time creating.

Same newsletter. More readers. Almost no extra effort.

Mistake #10. Mortgage brokers only talking about mortgages

Newsletters matter especially for mortgage brokers because they usually don’t have the annual touchpoint with clients that financial advisers/planners do.

However, the person receiving your newsletter might not need another mortgage for three, four, or even five years. Until then, their interest in mortgage rates, product transfers, and lender criteria will be pretty limited.

Yet what do many mortgage brokers fill their newsletters with?

Mortgages!

Instead, give people other reasons to open your emails.

Talk about property, moving home, renovations, household finances, protection, local market trends, common mistakes buyers make, or anything else that’s useful and relevant to homeowners. If you also offer financial planning/advice, or work with affiliated firms that do, talk about those topics too.

That way, you stay visible and useful between mortgage events, rather than disappearing until they need to borrow again.

Mistake #11. Hiding the unsubscribe button

People may want to unsubscribe for many reasons, so make it easy for them to leave. Hiding your unsubscribe link, not including one at all, or adding unnecessary friction to the process will only annoy them.

Let them leave easily, and you might preserve the relationship. Make it hard, and you’ll probably lose it for good.

DIY is fine (if you know what you’re doing)

We’re a nation of DIYers, and your plumbing, decorating, or carpentry results can be just as good as a skilled tradesperson’s. If you know what you’re doing.

And that’s the problem.

Many advisers/planners take the DIY approach to save money, or because they think they can do a better job, but then end up making the 11 mistakes we’ve highlighted in this blog.

So, if you’re a DIY producer, use this blog as a checklist to improve your newsletter.

If you can’t get the quality and consistency you want, email abi@theyardstickagency.co.uk or call 0115 8965 300 and we’ll explain how we can help.