The Requirement for Building a Premium Newsletter

In June, I went to Detroit to speak at an event for the Alliance of Area Business Publishers on building successful newsletters. People repeatedly talked about how much they loved the Morning Brew newsletter, often remembering when they first signed up for it years prior. And numerous attendees kept wanting to understand how they, too, could have something like it. 

I’ve distilled my thinking about newsletters down to one question: when it comes to your newsletter, what is the expected audience outcome?