There are lots of benefits to having a newsletter. (For a refresher on some of the reasons, you might like Will a newsletter help my marketing?)
Of course, weighed against all the benefits is the fact that a newsletter will involve a regular chunk of work. So how do you factor it into your already substantial workload?
Here are some thoughts based on my experience of having sent a newsletter on the last working day of every month since June 2012 (apart from each December and once when I inadvertently forgot…).
To avoid adding too much to your workload, think strategically. Make sure every article you write is repurposed elsewhere (or vice versa). Whether it’s fodder for social media, material for a press release, the key points from a presentation given by one of your team, a great Instagram photo or anything else, it all makes for valuable newsletter material. Not only will you avoid creating too much extra work, you’ll also foster consistency across all media platforms, creating trust in your audience.
Put a template structure together so you know what you need to get together for every newsletter. Have a plan in place for sourcing, writing and compiling the content so it can happen like clockwork, not in a panic shortly before it’s due to go out. Delegate tasks so the whole team is involved and it doesn’t become a millstone round a single person’s neck. (Or seek external support.)
Be realistic about what you’ll be able to achieve each time – it’s all-too-easy to get carried away with an all-singing and all-dancing newsletter for the first couple of editions then struggle to maintain the quality / volume of content for future editions. It’s better to have a newsletter that just is one great article but that goes out regularly with minimal effort each time than one that quickly falls beside the wayside because it’s just too much work.
Set goals and objectives for your newsletter so you can assess its value and see what works and what doesn’t. If it’s working, it will encourage you to get it out the door on time every time. If it isn’t, you’ll know you can stop sending it so you can focus on something that will give a better ROI.
Newsletter writing support
If you’d like to start a newsletter for your business or need help with your existing one, I’d love to have a conversation.
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