The question “What makes a great newsletter?” was recently posed in an entrepreneurial group I participate in. Having previously owned a marketing boutique company focused on email marketing, my mind raced with answers. As much as I don’t want to admit it, my mind was opinionated!
Email marketing best practices will come and go. They will change more quickly than your core values or business messaging. This level of imperanence is important because to build a business that supports your well-being, you have to run it aligned with who YOU are, your values, and why your audience is following you in the first place.
Losing time and energy endeavoring to mold yourself into best practices is exactly that – losing time and energy. More specifically, losing YOUR time and energy that could be better placed on serving your customers and making space for taking care of your well-being. Not draining it.
My Opinionated Take On Email Marketing Best Practices
Please familiarize yourself with best practices, and then let them go! As you grow, if you don’t see results, you can slowly implement those practices most aligned and beneficial for your type of business and offerings. You can do this by testing a new concept against your current results, one change at a time.
Here’s why. Think about the emails you enjoy receiving the most. Are they all the same? Are they different? Do the ones you like feel connected to the writer, or do they feel like a template with content plugged into them?
Here’s What I Do Want to See in My Inbox
I want an email that deeply resonates with who YOU are and what you offer as an individual or small business. I do not care how long, how techy, or if you’re slipping a sales technique in there. I can even let a little error slip by.
Sometimes, I love receiving a short email; sometimes, I don’t.
One of my favorite emails is VERY long. The last one was 2,852 words! Yet, I read the entire email and found great value because of the depth of the many insights shared.
On the other hand, I prefer a short, to-the-point email on topics such as productivity tips. Or a format that compiles several tips into one email.
As you can see, my answer to the question “What makes a great newsletter?” is “It depends.”
Why No Two Emails Newsletters by Different Authors Should Ever Be The Same
Consider emails around emotional IQ or mental well-being. I want to see a newsletter that matches your personality and messaging. Whether I prefer an in-depth, science-oriented email or a more light-hearted one that connects profoundly depends on what you offer. I want the style and tone to match you. After all, that’s why I signed up for YOUR newsletter in the first place – something resonated. Don’t go changing that by trying to stuff your gift into someone else’s box!
The same analogy applies to any industry. For example, I want a more personal newsletter if you take a holistic approach to managing finances. However, if you focus on trading tips, maximizing profits, and economic impact – I want facts and links to articles that back that up.
When I had my marketing business, no two clients’ newsletters had the same format, style, or tone. Some were very long, others were short, some were more sales-oriented, and others focused on building community. Constant Contact even recognized my marketing business as an All-Star for attaining top 10% performance for email marketing for one or more of our clients. We did that WITHOUT depending on email marketing best practices.
A Moment to Ponder
The next time you send a newsletter, start with where you are and focus on serving your audience. And PLEASE bring YOURSELF to the conversation.
I’m begging you. I do not want an inbox of emails with no personality that all follow the same ‘template’ or formula – those ultimately go directly to my trash bin. If I took the time to sign up for YOUR newsletter, please share your unique thoughts, insights, and messaging. Otherwise, it’s just digital noise.
Don’t let email marketing best practices weigh you down! Instead, use the energy of moving forward without worry to empower yourself further to build a business that supports your health, well-being, and your customers.
Click here to sign up for my BalanceUP Community Newsletter for ongoing inspiration, strategies, and stories on creating and living a life of balance and well-being.
For more reading on buidling your business to support your well-being, you might enjoy this article on 7 Business Decisions for Improved Well-Being and Less Stress.
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