Regular Newsletters
Keep your whole list warm with a newsletter that goes out on a set schedule, using a format that makes each issue quick to put together.
A regular newsletter keeps your whole list warm between sales conversations with a mix of useful content, company news and the occasional offer. It's separate from blog subscription emails, which go out for each post, and it goes to a broader audience that can include prospects, customers and partners.
What makes a newsletter sustainable is a template with set sections, like a featured piece, a few quick tips, company news, an offer and a personal note. When the sections stay the same, each issue becomes a matter of filling them in from content you already have, instead of starting from scratch every time.
This step sets the schedule, the template, the send list and who drafts and approves each issue. Unengaged contacts are left off the send list so your deliverability stays healthy, and section-level click reporting shows which parts of the newsletter your readers actually care about.
Signs you need this
- Your newsletter goes out whenever someone remembers
- Every issue starts from a blank page
- Your list hears from you only when you're selling something
- Open rates keep slipping and unsubscribes keep climbing
- You're never sure what to include in each issue
End results
- A newsletter subscription type and a clean send list
- A send schedule your team can keep, usually monthly or quarterly
- A branded template with set sections that make each issue faster to build
- Clear owners for drafting and approving each issue
- Monthly reporting on opens, clicks, unsubscribes and the sections that get the most clicks
Common questions
How often should a newsletter go out?
Monthly or quarterly works for most businesses. Pick the schedule you can keep for a full year, since skipping issues hurts more than sending less often.
What should go in a newsletter?
A mix of one featured piece, a few quick tips or links, company news, a single offer or call to action and a short personal note. Keeping the same sections every issue makes it easier to write and easier to read.
What's the difference between a newsletter and blog subscription emails?
Blog emails go out for each new post and only include that post. A newsletter goes out on a set schedule and pulls together several types of content, news and offers in one email.
Should customers and prospects get the same newsletter?
Usually one newsletter works if the content is useful to both. If their needs are very different, you can add a section that changes by segment rather than running two separate newsletters.
What should I do about people who never open?
Leave them off regular sends, try a short re-engagement email, and remove anyone who still doesn't respond. Sending to people who never open hurts your deliverability for everyone else.
