At 6AM City, we deliver daily local newsletters in cities across the US, helping readers stay informed and engaged with what’s happening around them. Whether it’s local events, restaurant openings, community developments, or hidden gems, we’re sharing everything you need to know, right to your inbox.
Here’s what we’ve learned from publishing city-focused newsletters every weekday morning and how we decide what length serves our readers best.
What’s the ideal newsletter length?
There’s no one-size-fits-all answer to newsletter length. Some emails are short and to the point. Others take a bit more space to tell the story behind the story.
Our newsletters typically fall between 750 to 1,000 words. That’s because we aim to do more than just update our readers. We help them experience their city in new ways every single day.
What determines newsletter length?
When creating a newsletter that readers actually want to read and click through, the length should match the intent. Here’s how we determine the ideal length for each edition:
1. Topic and Relevance
A quick-hit event roundup might only need 150 words. A deeper dive into a new local ordinance or a major development project? That may need 300+ words to be effective and accurate.
2. User Behavior and Readability
Our readers mostly open our newsletters in the morning, as they start their day. Mornings are busy, so content must be:
- Easy to scan
- Organized into digestible sections
- Prioritized for relevance and clarity
Short, punchy sections paired with longer features help keep our newsletters dynamic and accessible.
3. Purpose of the Email
Some newsletters are designed for click-throughs, meant to direct readers to external articles, longer web-based guides, or partner content. Other newsletters capture the entire story within the body of the email. The goal determines the word count.
If the purpose is to inform quickly and drive action, we keep it tight.
Why?
Because our readers open our emails looking for value — not just out of habit. When we do our job right, they don’t just scroll. They engage. They RSVP, volunteer, explore, and support local businesses, and send us their feedback. Landing that kind of impact and fostering dialogue between our readers, our editors, and our cities requires thoughtful content curation, not just bullet points.
We’re building trust, consistency, and community. That takes more than a headline and a link.
What makes our newsletter format effective
Here’s what helps our newsletter structure succeed:
- Clear sectioning: including events, openings, and city-specific updates
- Hyperlocal storytelling: focused on the people, places, and businesses that shape readers’ cities
- Interactive CTAs: encouraging readers to take real-world action
- Visual elements: photos, renderings, emojis, and formatting that guides the eye
All of these contribute to higher open rates, stronger community loyalty, and, most importantly, a daily touchpoint that readers look forward to.
So, what’s the right newsletter length?
The best answer is also the simplest:
As long as it needs to be to serve the reader and the story. No longer.
For us, that usually means 750 words and up. We’ve found that when content is truly useful, relevant, and engaging, our readers are happy to stick around.
Takeaways for local newsletter strategy
If you’re crafting a newsletter for a city, neighborhood, or community-focused brand, here’s what we recommend:
- Start with the audience. What do they want to know each day?
- Optimize for mobile. Most of our readers open on their phones, so format accordingly.
- Stay consistent. Strong packaging helps readers know what to expect and what to look forward to.
Cities are complex, vibrant, and ever-changing. Local newsletters should reflect that energy. Whether someone just moved to town or has lived there their whole life, they should feel more connected after reading your email.
We’re committed to making our readers proud of the place they call home, and that means putting care into every word we write.