For the past two years, I’ve been sending monthly email newsletters to my prospects and clients. Interestingly, starting a newsletter wasn’t my initial goal. I began with the simple idea of writing LinkedIn posts to generate sales.
Spoiler alert: That’s not how it works. But more on that another time.
Initially, I committed to writing three LinkedIn posts a week. I gained a bit of traction but wanted more visibility for my content. That’s when I decided to experiment with a newsletter. My logic was that if I encouraged people to engage with my LinkedIn posts via email, the platform might promote my other posts as well.
Did it work? I have no idea. But that’s what I thought at the time.
The Early Days: Experimenting With Content
Soon, my Saturday morning routine evolved to include writing LinkedIn posts and newsletters. One day, a colleague messaged me on LinkedIn and said, “Your stuff is amazing. I hope you’re reusing it somehow to make sales.”
That comment stopped me in my tracks. I realized I wasn’t leveraging my newsletter content in any meaningful way. I’d been sending it out into the universe, hoping it would magically send customers back to me. Spoiler alert #2: That’s not how it works, either.
In the beginning, my newsletters weren’t great. I shared updates about which of my LinkedIn posts had the most impressions—often around 100–200 views. One of my customers responded with a confused email:
"Why are you sending me newsletters about a tanker spill in Florida? How is this relevant to me?"
Let’s just say that organization is no longer a client. While the newsletter might not have been the only reason, it definitely didn’t help.
Finding My Purpose: Making Newsletters Personal
After some trial and error, I landed on a clear goal for my newsletters:
I want readers to feel like they know me better after reading my newsletter than they did before.
Why? Because people are naturally wary of strangers. Many recipients of my emails have never spoken to me, so I want them to recognize:
My name
My brand
How I approach business
The types of products I offer
A few personal details about me
When prospects know these things, my cold calls aren’t as cold. They’re “thawed.” Prospects might not be ready to discuss their challenges, but they’re less hostile, which is a win in my book.
Newsletter Best Practices
Here are the rules I follow to create effective newsletters:
Focus on Relevant Topics
My newsletters are tailored to my audience. While there’s a place for personal anecdotes, I save those for other platforms. I use these content frameworks:
Educational content about my products
Stories of triumph or lessons from failures
Frequently asked questions from clients or colleagues
Topical content that ties into current events
(Check out my blog post on content inspiration frameworks: Where to Find Inspiration for Content)
Keep It the Right Length
There’s no magic formula for newsletter length. It should be as long or as short as needed to communicate your message.
Include Links to Other Content
My goal is to keep readers engaged with my content. Links to my website or blog give readers the option to explore more
Avoid Hard Calls to Action
My primary goal is to get people to spend time with my content—not to have them opt out of my newsletter. To achieve this, my content must be valuable, engaging, and inoffensive.
Add CTAs Strategically
While I don’t include CTAs in the newsletter itself, links often direct readers to my website, where CTAs are more appropriate.
Maintain Consistency
I send newsletters once a month. This strikes a balance between staying visible and not overwhelming my audience.
Why Newsletters Work
You might wonder: How does this lead to sales? Here’s why it works:
Scalability
Email is far more scalable than cold calls. With the right strategy, you can reach hundreds or thousands of prospects at once.
Omnipresence
Prospects won’t always remember you when they need your services. Regular newsletters ensure you stay top-of-mind.
Interruption Marketing
Unlike social media, where people choose whether to follow you, email allows you to proactively reach out—even to those who haven’t explicitly requested it.
Warm Introductions
By consistently sharing valuable content, you become a familiar name to your prospects. Cold calls become much warmer when they recognize you.
Closing Thoughts
On average, I get 5–8 qualified leads each year directly from email marketing. Beyond that, it’s hard to measure the indirect benefits, like increased recognition or better client retention.
What I do know is that my newsletter has become an invaluable sales and retention tool. It takes minimal time, builds trust, and keeps me connected with prospects and clients.
If you’re on the fence about starting a newsletter, my advice is simple: Do it.
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