Shape Your Newsletter

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.

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.

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.

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. :)

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.

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.

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 sweetu00e2u0080u0094helpful and entertaining at the same timeu00e2u0080u0094would satisfy me as a reader.

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?

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.

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.

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. :)

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.

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.