I do a fair amount of work with clients on newsletters and there’s a lot more that goes into making a successful newsletter than simply the content.
Like any marketing exercise, a considerable amount of thought needs to go in to understanding and providing what the reader actually wants so that they will continue to subscribe.
And that applies to free newsletters as much as paid subscriptions.
I’ve mentioned my good mate copywriter Pete Godfrey and his newsletter before (details at “Pete Godfrey’s Emotional Ad Writing & Marketing Letter”). I subscribe to that as much for the lessons in how to structure and market a newsletter as for the content itself.
And here’s a short article from the great Drayton Bird about some of the lessons he has learned over the years about newsletters…
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First, a confession…