Why Email Newsletters Are Important
We all know that sending regular newsletters to your customers and clients can go a long way in both communicating with and staying top of mind. So why is everyone not sending the? Well, the biggest reason that stops most people, maybe you, from sending that regular correspondence is not knowing what are you supposed to put in that email from week to week.
The ideas are probably not constantly flowing from your mind, and then it’s just one more thing on your already super long to-do list. You’re overwhelmed with trying to think of what to write. So you stop. Or you sporadically send them out when you want to sell something. Which makes your subscribers instantly click that unsubscribe button and eventually forget that your business exists.
Let’s avoid that whole scenario and focus instead on what should be going into this newsletter. Because you know the importance of staying top of mind of keeping that normal correspondence. If you are 80% of the time delivering value to your customers and not selling, when you do have something to sell, they’re not going to feel like it is salesy. They’ll be really interested in what you have to say. They will buy from you, the person they know, like, and trust.
How Often You should Send Your Email Newsletters
I’m a big fan of the weekly curated list-style newsletter. Most of the newsletters that I subscribe to send out an email once a week. Once a week is a really lovely amount of time to space out your correspondence. This frequency makes it so that when you do decide to sell, your subscribers are already used to seeing your email every week. They are expecting it. Even if you send an email off the normal cycle, it still feels conversational.
When you only send something out monthly, and then all of a sudden you send something a little off-cycle, it can be a bit jarring. You will most likely get a high unsubscribe rate and low engagement with a monthly newsletter.
Why Engagement Matters
The most important metric is engagement. This means that you have a certain amount of people opening, reading, and clicking the links in your newsletter. And the reason why you want that high rate of engagement is just like with social media so that when you are posting something you want them to read, they will open it. A high engagement rate will help keep you out of spam filters.
If your emails are not actually being read by your people, why bother sending them at all? Think about what would make your people open that email each week and click on things and engage. That’s what you really need to be thinking about. That’s the bottom line of what should you be putting in each week in that email?
It should not be about you. It should be about delivering value and either entertaining, educating, or inspiring your customers and clients.
Content Idea #1: Curated List Emails
The emails I tend to open up and engage with the most are curated lists. They are not always in an obvious list form such as items: one, two, three, four, five. Although three of my favorite weekly emails do exactly that. And I love them for it. But some of them are like Morning Brew, which is a daily news email that just chunks out summaries of information. I easily can get an overview of what I need to know for the day, and t’s delightful to read. And again, I can click if I want to learn more because they’re bringing in information from other sources, they’re writing, witty fun things, describing content that they’re sharing that other people have created.
Morning Brew, like all businesses with smarter marketing, posts 20% about their own content and 80% of value to their readers. This is a great aim wherever you share. Never more than 20% of your posts about selling.
I have definitely taken a page out of that book for my own newsletter. And it does really delight the people that receive it. 80% of the email each week is curated content. However, just like Morning Brew, I do then keep one block in there, about 20% of the content, is about my work. I link to all things such as these posts so it’s easy to find in one place, and I share upcoming workshops or things that I’m doing.
This content idea takes only the time to curate because that’s what you’re basically doing. You are curating information to send out to your people. And in the end that curated content is what the people are coming back for week after week.
Content Idea #2: Article
If you want to do something that is less list like and less other people’s content, you could use your newsletter as basically a blog post. You could write something for your newsletter every week and send that out. Or you can share what your actual weekly blog is as a way to make it easy for your audience to read it each week. This is a great approach if you are already putting the effort into a weekly blog as you are repurposing your own content.
Choose a Day of the Week to Send
First decide, what does my person want to hear about and how can I continuously be providing value to them with this weekly correspondence? What can I put in there that makes them want to open it up and engage with it? What will entertain, educate or inspire? Then you simply have to pick a day, and start to send!
I hope this encourages you to get out there and get your list together. As many will say in the marketing field, the money is in the list. It is a wonderful way to stay in touch with your customers and clients provide value to people who are not yet there and make sure that you are at the top of their mind.