I’ve been sending my Tuesday Table of Contents emails every single week for 89 straight weeks, without ever missing a single one.
I know I should probably be tooting my own horn a little louder about that accomplishment, but because email marketing is my #1 focus above any other content marketing, it doesn’t feel that grand.
(Considering some months I ditch every other marketing responsibility except this newsletter…I’m more inclined to say ‘it’s not that serious, I’m really not doing the most over here’ – lol.)
Still, though, it’s something to be proud of, and people ask me all the time how the hell I’m able to keep up with sending such a long weekly newsletter without running out of steam.
Life is busy, okay? Sometimes I have to spend my Mondays working on client projects, or taking my toddler to swim lessons, or bringing the average age down by a decade at my latest Chamber of Commerce event.
I can’t always write the TOC in real-time.
I tell you I’m having so much fun on vacation, when, in fact, “vacation” is still 3 weeks away at the time I’m drafting the email.
I tell you about the bug bites I got on our camping trip, well before the mosquitos have descended upon my unsuspecting skin.
I tell you about all the tequila I drank, days before my sugar-rimmed margarita was shaken-not-stirred.
Some may call it lying lying, some may calling it planning ahead. Call it what you want, but writing my newsletter ahead of time when I know I’ll be busy is just one of the little tricks I use to help myself keep up with it every week.
» Now that you know my little secret, let’s chat about all the benefits of writing newsletters! And we’re gonna do it interview-style, from your POV.
A regular email that you send out to your subscribers, typically with content about a certain topic or theme.
Because, if you don’t, you run the risk of people forgetting about you.
Weekly newsletters = they know when to expect you.
Biweekly newsletters = they forget about you for 13 days and then say “oh, yeah, this chick, okay” when they get your emails.
Monthly newsletters = they think “who the hell is this? I don’t even remember subscribing.”
See what I mean?
Before you come for me, of course this is not one-size-fits-all advice.
Maybe you send a monthly newsletter, but a bunch of sales emails throughout. Maybe you send a biweekly newsletter, but 1-2 nurture emails in between.
I don’t know your email marketing strategy, but I do know that if you email your list only once a month, you’re gonna have one hell of a time building an actually-engaged audience.
Showing up consistently in someone’s inbox weekly is also a great way to build a relationship with them; to increase that like-know-trust factor needed in order for them to eventually make a purchase from you or hire you.
Name it, give it a logo, write it a tagline, talk about it often, like it’s the best thing since sliced bread.
Do whatever you need to do to get people excited about it.
When you make your newsletter a THING—aka when you make your readers want to subscribe; when you make sure they have FOMO about not inviting you into their inbox—you’re significantly more likely to gain readership and grow your list.
If you willy-nilly send your newsletter whenever you want, you’ll be in danger of subscribers not even realizing that those emails are your regular newsletter at all, therefore driving down your engagement rate and decreasing the number of opens your emails get.
If readers know what to expect, they can look forward to it! They’ll be excited for Tuesday, or Wednesday, or WhateverDay (as opposed to just confused why they get emails from you “all the time” – even though it’s only once a week).
Newsletter readers appreciate the same format every single week. It’s comforting. And, it makes your newsletter feel more legit.
While of course the topic of your newsletter will change every week, the general type of content will stay the same.
For example, the Tuesday Table of Contents is always about marketing, but this specific edition is about writing newsletters. Next week’s will be about email welcome sequences.
Maybe the one after that will be about developing your target audience, or SEO, or website copywriting, or… whatever I want, as long as it’s related to the subject of marketing, because that’s what people expect from me.
NOPE! They don’t. At all.
Do not use me for an example on this one—remember: I’m an extremely long story long type of person, and I love writing emails.
Also, remember: I would (and have, so many times) ditch every other marketing platform to spend all my energy on writing emails.
Newsletters still perform well—maybe even better, tbh—if they’re short (as long as they have value and/or are fun to read!)
Great question! I wish I could answer that for you, friend, but I’m not sure what the overall content of your newsletter is going to be about.
So, instead, I’ll give you some tips for coming up with ideas:
Duh! Aside from everything I’ve already told you, there are two more tips to follow that’ll increase engagement in your newsletters:
Check out this blog post for more email copywriting tips, and this blog post for a master list of the best newsletters for marketers.
& that concludes the tips from me! Now go, get working on your newsletter!
…but if you need a little head-start, here’s some homework—and a few things to consider:
Hi, I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. Thanks for reading this edition of the Tuesday Table of Contents! If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
To get in touch with me directly, send me a DM or email email@example.com. Thanks for reading!
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