What I’ve Learned Writing a Newsletter for 16k Subscribers
Tips for Starting a Newsletter
So you want to start a newsletter? Awesome!
Newsletter are becoming all the rage and for good reason. They are one of the best places to capture an audience and convert sales (even more than social media). In this post I'll share everything I've learned from months of writing a newsletter with over 16k subscribers.
What are newsletters?
One of the most common questions Google users ask about newsletters is 'is a newsletter a newspaper?' My answer is yes and no.
Newsletter are exactly what they sound like. They are a short round-up of news and updates from a company or person you're interested in. They're a great way for people to connect with their audience and offer insider advice, promote deals, or share their favorite product.
With that in mind, newsletters are not and should not be used as a diary. They should be aimed to share only information that's valuable to their audience. Let's dive into some examples of what you can put in a newsletter.
Format for Writing a Newsletter
There are so many newsletter formats it can be overwhelming to know where to start. However, to win your reader’s attention, keep it short and sweet.
Newsletters are your one chance to get in front of people who have sought you out and want to hear what you have to say. I can't tell you how many times I've seen travelers who have incredible life experiences but struggle to get their newsletters across in a readable way or fail to include at least one photo from the dozens countries they've visited.
It's important to remember that newsletters are dropped into inboxes that are already cluttered and there's a high chance yours isn't the only one someone is subscribing to. Here's some content tips that can cut through the noise:
Divide the newsletter into sections that make it digestable for someone low on time (it's okay to assume that this is all of your readers).
Provide updates on what you're up to that can bring value and meaning to your readers. This is your chance to be human and make connections with your audience.
Share products or services you can't live without.
Think about the content you consume right now. Is there anything that's worthy of sharing?
H1s and H2s exist for a reason, use them.
Keep the word count to 600-800 words. We want subscribers to read your newsletter in about four minutes, so keep it brief.
Whatever you decide to include in your newsletter make sure to keep it short and sweet. Consider having word or even character counts for each paragraph so you can ensure it's written in an easy-to-read way.
How often should a newsletter be sent?
The most accurate and un-fun answer is, it depends. Your newsletter should be something people look forward to reading. Do you have weekly events that your audience needs to know about? Or do your biggest sales happen on a monthly basis?
As I mentioned, it helps tremendously to break down the newsletter into sections that can used as a template for future newsletters. No matter your cadence of sending, I recommend batching content while following your newsletter template to make the process more efficient and easier.
You’ve been working hard to create newsletters, focusing on brevity and design, but what sort of value are your newsletters adding to your audience?
Why Newsletters Work
It's true, scrolling through your email likely doesn't bring you as much joy as scrolling through social media. But, it's the future of how brands communicate with their audience.
Social media is a fantastic tool for growing a customer base. But, it's not great for retaining one. The algorithms change overnight which can keep things exciting, but it also has you quickly converting every static post into a video. Plus, what would happen if one day the social channels you house your audience on were gone. If you didn't have an email list, you would lose every single one of your followers.
One of the best parts of newsletters is that they are the only place where people who want to receive your content come to you. You're not pushing our photos into the social machine. Instead, people show up to your newsletter because they sought you out and want more.
Once you have a newsletter format that works, it works. If done correctly, you'll be able to sit back, plug in your batched content, and watch the subscriber count rise.
Rules for Writing a Newsletter
I'll keep this short and sweet just like you should keep your newsletter (under four minutes!)
Subject lines that aren't clickbait
If you think it's wordy, it is and you should adjust accordingly
Sections, sections, sections
Photos or some sort of visual
If it doesn't provide value, delete it
Links to your website, socials, whatever you want to draw folks to
What do I do with my newsletter audience?
While you're building an audience it's important to have an end game. Yes, you can corral thousands of people into one corner of the internet, but what's the point?
Once you've grown your subscriber count, and it's clear they want more from you, it's time to level up your selling game.
This is where you need to have something to sell, offer, or provide. It could be a course, an e-book, a travel guide, the sky's the limit! If you don't have anything to sell or provide to your audience when you first begin your newsletter I recommend building your subscriber count and service/product, etc. in tandem. So that when your audience is ready, so are you!
Let’s get to work!
It’s okay, I’m here to help. ➡️
TL;DR:
Newsletters are the best way to capture an audience that actually wants to hear your content
If you think you can remove some text from your newsletter, do it. Keep it short.
Newsletters are the best way to house an audience that isn't dependent on algorithms.
Pick a cadence and be consistent.
If it doesn't provide value, delete it.
Batch as much content as you can.
Have something to sell or offer once your audience grows.