Newsletters are an increasingly popular method of engaging an audience that doesn’t really want to read your blog all the time, but would prefer to get the highlights every now and then.
It’s a very effective method of connecting with your audience, all the while building a very valuable resource. An opt-in mailing list has immeasurable value since it allows you to contact your audience directly, on demand. You might not have a need for that today, but the day you want to use it, it’s priceless.
It is important to remember that these subscribers are trusting you to use their addresses responsibly. That means you send them what they’ve asked for and don’t abuse their trust. Beyond that, you also need to deliver content of value to them.
One example where this falls flat is when PayPerPost sent out their newsletter today. 75% of the content was completely irrelevant to much of its readership. One of the items was for US citizens only and another was a call for volunteers that they had already filled the day before. One of the other items was even further geographically restricted down to a handful of US cities.
In sharp contrast to that, I have subscribed to John Chow’s newsletter and he’s been delivering the goods. He’s actually providing additional content over and above what he posts on his blog. That’s an amazing way to give people what they want and keep the readership happy.
I’m sure PPP will figure out their mistake and will strive to do better in the future. But if you’re tackling a newsletter, you should be aware of what the people who sign up expect and deliver on those expectations. A successful newsletter can be a boon to your online offerings. Give it a shot, it’s worth it.
email, writing
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