One of the most effective ways to connect with your audience is through your email newsletter. People subscribe to your list because they have found value in something you do, and they want to continue to see more. They are also more likely to check out something that is in their personal inbox than a blog post or article elsewhere online that they have to seek out.
Once you’ve started building a list, how do you know what to send them? The key is to develop your newsletter strategy. There are several approaches you can take, and you must decide what makes the most sense for your business, the goals you have for the newsletter, and how much time you can reasonable devote to writing and preparing it. Some of the most important things to consider when building your strategy include:
What purpose does your newsletter serve?
Your emails must provide value to the reader or else they may choose to unsubscribe or continually not open them. Your newsletter could serve as a way to announce new products or services if you are often launching these items. It could act as a way to keep in touch with potential clients so you stay top of mind when they need your services. It could also act as a way to drive more traffic to your website when you have new posts or portfolio items to share. Deciding what purpose it has will help you decide on what type of content to include.
What audience is it written for?
Knowing who you are writing to will also help determine what type of content your newsletter should have. Are you writing to past or potential clients as a way to market your services? Are you writing to peers in your field to share insights into how you run your business? Are you writing to your blog readers as a way to share even more content? It could be you decide to develop multiple lists for different audiences!