Everyone and their mothers are starting Newsletters these days…
But think about this, [NAME]…
From all the Newsletters you’re subscribed to, how many do you read?
And…
When was the last time you woke up and thought to yourself,
“Today, I’m going to subscribe to another Newsletter.”?
Bear with me and I’ll tell you not only why all the rave,
but also what the solution is.
The problem
Good marketers know that the heart of any business is its Email List.
Recently, some big names in marketing brought back the concept.
My favorite is Ann Handley’s “Total Annarchy”.
Her Newsletter has been a case study for many.
As solopreneurs start to pick up on the importance of an Email List…
They think the solution is to create a Newsletter of their own.
Here’s why I disagree:
Email list ≠ Newsletter
Yes, people who subscribe for your Newsletter go into your email list.
→ But you can’t (or shouldn’t) email them more than the expected frequency.
↳ They subscribed to receive your weekly (or other) Newsletter, nothing else.
→ And you should only be sending them news and information.
↳ They didn't opt in to be promoted to.
From the Cambridge Dictionary - Newsletter:
“a document with information about the recent activities of an organization, sent regularly to its members or customers: a weekly/monthly/yearly newsletter”
The solution
I recommend everyone building an email list.
In fact, the email list should be the heart of every business.
So, by all means, build an email list. And if you haven’t started, you should start today.
But don’t make it a Newsletter. It’ll just tie your hands and slow your list growth.
Offer a Lead Magnet, a freebie, to get people to subscribe.
(If this scares you or you don’t know how, send me a reply with “Lead Magnet” and I’ll send you a few tips back)
Make sure you have a good welcome sequence to engage your subscribers from the get-go.
What if you really want it?
If you’re now thinking, “but I have amazing information to share and want to have a Newsletter”
Sure!
You’ve received my emails before…
They’re usually very light and I wouldn’t dare calling them a Newsletter,
even though I usually email once per week.
And I always try to give some valuable information in my emails.
And look at this one, it feels very much like a Newsletter, doesn’t it?
Ironic.
But I’m not bound to a format, or a day…
Did you notice that I usually email you on Sundays but missed this one?
And now I’m sending this one on a Thursday.
I was too busy with client work.
But it doesn’t matter, does it?
Are you ok with me emailing you at a different day?
Or with me overdelivering every once in a while and send a longer email?
Feel free to reply to this email and share your thoughts with me.
I’d love to know what you think.
Talk soon!
Best,
Fran
