Getting Your Email Newsletter Out on Time

What’s YOUR purpose for sending out an email newsletter? Is it because someone told you to? Is it because you spent all that time gathering emails that you feel like you should send them something? Is it to sell your stuff?

The main purpose (and in my opinion, the only purpose) of sending a newsletter to your subscribers is to provide value to them. Give them a reason to look forward to your email each time it appears in their inbox, and your ROI will adjust accordingly.

Don’t just decide to start a newsletter without thinking it through. Consistency is key here (timing & content), and there are some considerations to be made before you jump in.

Full disclosure: If my newsletter goes out more than once every few months, it is literally an act of God. I am not nearly as consistent with my own work as I am with our client’s work, so please, I beg, do not look at my newsletter archives and attempt to follow in my footsteps! However, if you’d like to sign up to receive my best content via email, you can do that here.

For your readers who are on the go (like we all are!) weekly newsletters are a great opportunity for people to stay up-to-date on everything going on in your business and to learn from you. But before you dive into planning your actual newsletter, I am going to walk you through a few exercises to make sure you have a super clear picture of who your readers are and how you serve them.

Who Is Your Newsletter For?

Answer the following questions:

  • What is their age range?
  • Are they men or women?
  • What is their education level, marriage status, and kid status?
  • What is their annual income & where do they live?
  • What type of business do they have?
  • What are their hobbies & interests?
  • Where do they hang out online?
  • What challenges do they face?
  • What keeps them up at night?
  • What do they ultimately want most?
  • What is their #1 goal?
  • What solutions can I offer them?
  • What makes me different from others like me?
  • What specific areas do I have experience in?
  • What makes them want to stay on my list?

Are You Likable to Them?

We’re all familiar by now with the term “Know, Like, & Trust Factor”. If you’re not, all you really need to understand is that people only buy from people who they know, they like, and they trust. You must build a relationship of trust with your readers by giving them content that proves you know what you’re talking about, and you’re a nice person to be around.

Get out a piece of paper or start a new Google Doc with three columns. In column A list what your readers already know about you. In column B list what they like about you, and in column C, list the reasons they have for trusting you.

Recrafting Your Newsletter Bio

Looking at the exercises that we’ve done so far, it’s time to put them all together to create a compelling bio. I know, this is business 101, but let’s make this your Blog or Newsletter Bio based on all the answers you’ve just given. It doesn’t have to be perfect, just get creative and see where it takes you!

Here is mine:

April Sullivan believes that when the right people are backing you, business can be both fun AND profitable. With over 10 years of working behind-the-scenes in all types of service-based businesses, April intuitively knows what will help her clients achieve the feeling of owning a complete business with an entire team of professionals at their side.

Next Steps

  • Decide which day of the week you will send your newsletter
  • Decide what time your newsletter will go out on this day
  • Plan out your events & promotions for the month (your own product releases, any affiliate programs or JV’s you are a part of, etc.

Your newsletter and all of the content that you produce has a job to do. It’s not just there to look good or remind people that you exist. Your newsletter acts as a roundup of everything that you’re doing, so taking the time to plan out your content is critical to your success. This all starts with your Editorial Calendar.

  • Plan your blog posts and newsletters out weeks and even months in advance on your Editorial Calendar and add in the following:
    • What you are promoting that week and the date of the newsletter
    • The newsletter’s topic
    • Any free related content
    • Ideas on how to generate buzz

Filling in these details will give you the opportunity to see a pattern emerge that will make it easier for you to plan your content, not only for your newsletter but for your blog and social media as well.

Final Steps: What to Include in Each Newsletter

Your newsletter should contain any of the following sections (but not too many!):

  1. An introduction
  2. A disclaimer
  3. An about you section
  4. Links to follow you on social media
  5. Upcoming events
  6. A testimonial
  7. Your latest product or service
  8. A promotion
  9. Content (blog post, video, etc.)
  10. Tips or strategies your readers can use
  11. Social sharing options
  12. A strong call-to-action

This is the quick & dirty version of our Weekly Newsletter Planner that we use with clients. If you want the full 40-page planner, you can grab it here.

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