Shape Your Newsletter
As part of the “relaunch” of this blog – for relaunch, read “redesign” and “shiny new things” – I’ll be starting a newsletter soon.
It’s something I’ve been thinking about for a while, and with the new design makeover almost complete, the time to actually launch a newsletter seems kinda apt.
But I don’t want it to be just another rehash of the weekly posts. Nor do I want it to be all about what I do, since that’d probably be as exciting as a wet fish towel drying itself.
So I’d love to hear your take.
If you were signing up to the newsletter, what would be the things you’d want to read about? What would be three things you’d like to see in it? How often would you like it to be? Would you like it to be fun, professional, a mix of both or none of the above (and I don’t know what’d be left then)?
I have some ideas of my own on what I’d like to make it about, and how often it will come out.
But you’ve helped shape this blog by coming here on a regular basis, and sharing your thoughts in either the comments, or online at other outposts. So I’d like you to help shape the kind of newsletter you’d like to read.
Obviously there’ll probably be some differing ideas and viewpoints, but the ones that seem to come up the most will be the ones that more than likely will make it over to the newsletter. So feel free to let me know what you would (and, equally, wouldn’t) want.
Let’s make it a good one for each other, yes?
photo credit: Steve Snodgrass
27 Responses to “Shape Your Newsletter”
I’d unsubscribe to any newsletter that reaches me more than twice a month. There’d need to be a reason for it to be weekly; anything more and it’s overkill.
Ari Herzog recently posted…. Understand Social Media in 3 Words
@Kapil – great suggestions, Kapil, thanks. I’ll definitely be archiving as PDF’s (or similar) and have them available – just working out what would be best format.
@Ari – Though obviously you wouldn’t need to unsubscribe, since any newsletter “offer” should have the frequency of it. So you’d know if it was a fit before you signed up.
I must also admit that anything more than once per week is overkill, I’m more inclined to suggest once or twice per month.
The less you send out your newsletter, the more special it becomes. Don’t send it often enough and people forget that they even signed up.
People tend to forget that they are not the only newsletter around. You may think sending yours once or twice per week is only one or two emails that the person receives. If they are signed up to 10 sites doing the same thing, they get 10-20 emails per week. That is when you become a nuisance instead of a benefit.
JayTurn recently posted…. 5 Business Website Advantages That Result In Free AdvertisingI hear you Ari, and Jay. But I also thought that being able to send a newsletter that people read – and care about is what we need to create.
Sure, I may have a few dozen other newsletters that hit my inbox every week, many of them never get opened. But how about creating a newsletter that our audience waits in anticipation for – and opens as soon as it arrives?
Or am I being too idealistic here?
Kapil Apshankar recently posted…. Social Media Success – One Day At A Time!You are illogical, Kapil. If you receive newsletters that arrive every week that you admit you never open, why should Danny add to that collection?
Ari Herzog recently posted…. Understand Social Media in 3 WordsI agree it sounds paradoxical, Ari. But in an ideal world, Danny’s newsletter should not be a run-of-the-mill replica of all others that never get opened.
That’s the ideal we all should strive for – at least in theory.
Having said that, I am with you on treading the fine line between spam and value.
Perhaps it makes sense to provide the audience options on change the newsletter frequencies for themselves?
Kapil Apshankar recently posted…. Social Media Success – One Day At A Time!
Kapil, I think you may be a touch idealistic in this respect. Anticipation is built through waiting. In the life of email, twice per week isn’t waiting. Heck, twice per month is borderline.
It’s kind of like marriage. When you first started dating, seeing your partner gave you butterflies, it was special because you didn’t see them everyday. When you’re married, you are so used to your partner that seeing them no longer gives you the same butterfly feeling. It doesn’t make that person any less important in our life, we just get so used to having that person around, we tend to take them for granted.
JayTurn recently posted…. 5 Business Website Advantages That Result In Free AdvertisingAgree with you on that one, Jay
Kapil Apshankar recently posted…. Social Media Success – One Day At A Time!
Good idea getting the feedback (or is it feedforward in this case?) from the people.
I think short Dannyercized stories would make a good email. The stories could cover one or many things a real company has done to improve or destroy their public persona. It could be clients you worked with, people you have spoken to or companies in the media. Like your Air Canada post.
Why do I think this would be good? How many people do you think would open the newsletter just to see what the story is this week. Wanting to know if they could learn something new for their business.
Of course you won’t give away the farm, but just about any type of information is freely accessible these days.
I have learned over time that people *can* do anything but they just don’t have the time or desire to do so. That is why we pay for marketing products and services.
I am guessing people use your services for your out of the box thinking. People will always need to use your services for that.
The second thing to see in your newsletter would be videos like you have posted recently. Educational, fun and exclusive to newsletter subscribers who are provided with a hidden link to the video.
The third… sorry I got stuck after the first two.
Looking forward to the other suggestions people have.
JayTurn recently posted…. 5 Business Website Advantages That Result In Free AdvertisingTwo great ideas there, Jay, thanks (and not a million miles away from some of the things floating around while considering the content).
Either way, there will definitely be a human angle approach that can also be tied to your business, or blog, or networking.
Hopefully.
I’m a weekly kind of guy. More than once a week, you’re kinda spammy. Less than once a week, I’ve got other shit to do.
I’m a fan of stories. And you’re a great storyteller on your blog. Maybe you can save certain stories (of a certain kind) for the newsletter, and elaborate more on them, or elaborate more on how they affected you?
Either way, I’m excited.
Tim Jahn recently posted…. Why Annie Sorensen Quit Her Corporate Job And Thinks You Could TooWhy is less than once a week bad? Why not a set schedule of twice monthly?
Ari Herzog recently posted…. Understand Social Media in 3 WordsThat’s not a bad idea, Tim, cheers. One thing I would like to do is offer a different experience than the blog (or at least partially). Otherwise, what’s the point?
Love newsletters! And do have a few thoughts to share — hope it helps:
+ I like the weekly approach and it gives you latitude to do a drop in, on the fly, when any ‘breaking news’ or alerts come up (Danny’s speaking somewhere, or Danny’s book is now in stores).+ Prefer when it the newsletter doesn’t just ape exactly what is on the site — so many are only an ad for the new post.
+ Would be interested in seeing some type of topline list of that week’s posts (for those that may not follow along as closely as some — nice service and repromote)
+How about a revolving content box where you could share what you’re reading (and found of interest); OR Any useful tips OR perhaps interesting comments to recent posts that you choose to share.
+like a bit of mix of the professional, and ‘other’ (perhaps take over where your posterous blog left off) — could be a nice closing feature or sidebar.
Like maybe a small box for the “Posts you might have missed” idea, Rayna? And I like the idea of expanding on comments or stories of interest. Hmm, food for thought – cheers
I don’t like newsletters that are either all business and no personality or too far the other way and all “me me me” and self absorbed (boy are there a lot of those around – I unsubscribe from those very fast).
My personal preference is for ones that offer a bit of a blend – useful business/topic related material and practical resources/tips combined with a bit of personal stuff/humour/fun. I think people buy into people as well as their expertise so seeing something of the person in their newsletter no bad thing.
On the frequency front, once a week tops. More than once a week, personally, would turn me off. Trying to manage email overload is a challenge for most folk these days. Once a fortnight has a good feel for me.
Ali Davies recently posted…. Is it Time to DisconnectI hear you on the “me, me, me” front, Ali – wonder if we unsubscribed from the same newsletters?
I think I’m leaning toward bi-weekly, and see how that goes. But always happy to hear views to the contrary.
I’d subscribe if:
1. It wasn’t something I can find on your blog.
2. You shared some inside stories of clients you’re working with. Best practices, results…
3. You share how you run your business. What’s open on your desktop on most days? How do you use your time? What creative ways are you using business tools?
John Haydon recently posted…. One way I renew myselfDamn, I should have made it clear you don’t get a say, Haydon…
Good points, fella, cheers for the suggestions.
John Haydon recently posted…. One way I renew myself
I sent out my newsletter once a week, religiously, every Tuesday. (Discontinued since we reconfigured our major services and are not focusing specifically on small biz marketing issues any longer.)
It was a brief (one-page) marketing tip, humor-infused, with a nice, fun photo. Periodic feedback from readers, through surveys and their email messages over the years, indicated that once a week was just right for them.
I cannot imagine creating the content for more than a weekly e-letter and I am a professional copywriter!
I would tend to say something short and sweet—helpful and entertaining at the same time—would satisfy me as a reader.
Yep, think I’m swaying between the weekly and bi-weekly approach, Judy. And it definitely won’t be a long, sprawling epic, that’s for sure
The problem with the above peaple who say they dont open all their emails – is that they subscribed to content they dont give a rats about… thats why im not a huge fan of ‘sign up to my email and ill give you an ebook’ crap – while the user wants the ebook, they DONT necessarily want your emails – to me, its kinda like that forced continuity crap that went on afew years ago.
Users are just too lazy to unsubscribe to emails they dont want anymore and if you try to ensure a 100% open-rate – your setting your self up for disapointment.
One of the email newsletters im subscribed to – doesnt have a post frequency – ive recieved up to 10 from him in a day [and i read each and every one of them... because i like his content] his emails are even widely syndicated in his niche. For anyone curious – im talking about the Lezsetz letter – http://lefsetz.com/ – and because he archives his emails on a wordpress blog, i also subscribe to his newsletters via rss [just incase one ends up in my spam box and i miss it]
Honestly? for a saturated market like internet marketing – i like recieving weekly emails – when i recieve alot of regular emails like lefsetz letter, i seem to forget about thoes ‘monthly’ email newsletters quicker.
Agree with you on the “free if you subscribe” offer, Chris. Something I won’t be doing as I always feel it gives a false idea of why folks should sign up.
Curious about the Lefsetz newsletter now – you’ve piqued my interest, and that’s got to be the sign of a good newsletter.
Cheers!
The weird thing is… he breaks ALL the rules that ‘email marketers’ say is wrong, yet… he still gets peaple like me religiously reading it [and recommending it].
1. he doesnt force me to subscribe with an free ebook offer
2. he posts dozens a day
3. he doesnt have a HUGE sales letter type of thing on his site, instead its a tiny ‘subscribe here’ link.
4. he uses phplist instead of aweber
5. he can be a dickhead at times
6. ok, im going to stop here – or ill be writing all day
Chris Clayton recently posted…. i was Suckered into using twitter @anywhere
Funny you mention this Danny. I was thinking along the same lines for myself
Here’s a “laundry” list what I think you might want to consider:
1. Frequency – Once a week seems the norm. Daily kills the fun. May be twice a week is a good frequency. I was thinking Monday and Thursday evenings Pacific time.
2. Format – Mondays could be the inspirations. Thursdays the perspectives and food for thought. That way you will break the monotones.
3. Content – I’d rather see a mix of your worlds, a cocktail that only you can shake up. Professional and personal for sure – but a peek from outside your window. Trends, insights, posts and people that drive your world – or challenge you in more great ways than one.
4. Archiving – Would also be great if these newsletters became a permanent archive on your blog. Not necessarily featured – but searchable at a later date.
Kapil Apshankar recently posted…. Social Media Success Desiderata – Part II