I don’t know how long I have been asking myself this question. It seems that it’s been on my mind since the first day of blogging, actually, it’s probably been on my mind before the first day of blogging. I signed up for various newsletters way before I started writing my own content for the web. And that’s part of the reason why I ended up creating my newsletter in the first place.
The question, is why should we create a newsletter?
To me, a newsletter shouldn’t just be about sending the blog posts via email. It’s probably the easiest way to create a newsletter, and by just sending links to the new posts, you can automate it, and get more readers to the blog. The reason I don’t like this type of newsletters might be because I am always subscribed via RSS, and that’s how I enjoy reading blogs. But, a more important reason why I don’t enjoy this type of newsletters, is that I really want it be personal, and I want to create a relationship with the author.
A newsletter is one of the best ways to create a relationship with your audience.
What happens when I am already subscribed?
I know. I got a little carried away when I wrote the title of the blog post. I am subscribed to a lot of newsletters, and it seems that most of them are just sending me a new version every time they have published a new blog post. I really enjoy a short personal message and a link to a blog post, I really do, but most of all, I enjoy unique content that I won’t get as part of my RSS feed.
- I want a reason to stay subscribed
- I want to feel like a VIP, and
- I want you to ask me questions
If I unsubscribe, because I can get identical content via RSS, it will be a lot harder to create such a strong relationship with me.
Focus on one thing, and one thing only
A newsletter should always be about high quality content. You don’t have a choice, no matter what niche we’re talking about. But, there’s always one thing an email newsletter does better than anything else online, and that’s how powerful it can be used to create relationships.
When I receive an email, I feel like I am the only one in the world, and that you’re talking directly to me. And that you’re interested in me, and that you really want my opinion.
I have a single goal with my email newsletter, and that’s to create a relationship with my readers. That’s exactly the same goal I have with my blog, and the single goal I have with social media. I try to provide high quality content, and I try to create engagement, and I am saying to myself that someday, amazing things will happen.
But, the amazing things that will happen, will happen because of the relationships I have created.
Do you agree/disagree?
Twitter: quickblogtips
Hi Jens,
I do agree, and I see your point completely. The thing is, although I don’t run a newsletter anymore, coming up with unique content for both the blog as well as the newsletter was a huge challenge.
I’m definitely not going to go back to paying for Aweber if I never get this figured out properly.
Everyone was telling me to start a newsletter. Hardly anyone had any ideas for what to put in it. I guess that’s why so many of them are simply sent when there’s a new post on the blog.
What should go in a newsletter that can’t already be found in a blog?
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Twitter: berget
It’s hard to come up with content for a newsletter, and write a blog at the same time. I am having issues with this combination every single weekend
I am trying to use a calendar and plan everything, this way, what my subscribers are receiving is a unique blog post. It could have been published on my blog, but instead, I am sending it as my newsletter. And many times, the newsletter has the best content. On the other hand, there’s many ways to do this, and what I am doing is just one of them. It seems to be working fairly good. I am receiving a lot of emails every week with feedback and questions. But, I would have loved to add it to my blog so that every reader would see the conversation and be part of it.
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Twitter: adriennesmith40
Hey Jens,
I also agree with you. I have a couple of friends that do that right now and since they aren’t really sharing anything new with me then why am I subscribed? I mean I do like a little mystery and somewhat of a tease to get me to open their email to see what they’ll be sharing with me.
Like you, I also like the interaction because I’m very big on that. I like to hear a little bit about them and have them ask me questions too. Heck, I’ve got people responding to the questions I ask which helps me build a stronger bond with my list.
Excellent point here and I have a feeling this is going to be an interesting conversation going on here. We’ll see.
~Adrienne
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Twitter: berget
I love your newsletter Adrienne. You’re adding links to your posts, but you always have a personal message, and as a subscriber, I understand that you want me to email you back and continue the discussion. And that’s really important.
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Twitter: inspiredmagz
Exactly said, we are creating email subscriptions to build a strong relationship with our client. If our reader base gets increased we get more traffic and more money.
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Twitter: berget
That’s true. And, I would unsubscribe if I just received the blog posts. Because most likely, I am already subscribing to the blog post via my RSS reader.
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Twitter: timbo1973
Hi Jens
I was doing a similar thing to you with a weekly newsletter. It was on similar topics to what I write about on my blog along with the latest internet marketing news.
Like Ben, I was struggling to keep it going and while I got some great feedback I never felt my list was big enough to warrant all of that work.
So, I do something similar to Adrienne now and write about my week and try and engage with my subscribers that way. I do also mention my latest blog post though in case people haven’t subscribed by RSS.
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Twitter: berget
Hey Tim,
I understand that it’s hard to come up with different content for a newsletter, and that’s something I’m struggling with as well. Once in a while, I have bought PLR reports so that I can send my subscribers something new and great. I haven’t promoted my posts much, but I have thought about adding them to the bottom of the newsletter as a way of driving traffic, and I know that not every person who’s reading my newsletter is subscribed via RSS.
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Twitter: myspalmer
Hey Jens,
I agree with you. Partially. One of the things I love about Adrienne’s emails is that they are personable, concise and build interest in whatever she’s got on her blogs.
My emails are similar. That said, I think it starts with the promise. If you’re promising subscribers updates and maybe a free pdf then they shouldn’t expect a newsletter.
If you’re indeed offering a newsletter, than yea, updates just won’t cut it.
So it’s about being direct and delivering on your promise. RSS feeds are cool but you can only offer those subscribers posts. When you have something developed like a great product or free offer you have to convert them into email subscribers. It’s like converting the reader twice.
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Twitter: berget
I agree with you, Adrienne’s newsletter is awesome. She is writing a personal message in each email, and she is describing why she wrote the post, and she is honest when she’s saying that she wants feedback and a discussion. And, once in a while, she is offer some unique stuff to the subscribers as well. That’s great stuff.
You’re doing a great job as well.
Jens-Petter Berget invites you to read.. What makes Google+ the lifeline of your content marketing strategy?
Twitter: khajamoin1
Agree, this is the reason why I still love your Sunday newsletters.
At last, I got my Aweber account today. So this gonna help me more. Already I decided not to send posts unless if I have something more interesting.
~@Khajamoin1
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Twitter: berget
That’s awesome. My biggest goal with my newsletter is to connect with my subscribers by providing good content. And, it shouldn’t matter if I had the content on my blog or as part of my newsletter. But, I don’t want people to unsubscribe because they can get the same content on my blog. If they subscribe, I will not be able to connect with them on a personal level via email. And to me, email is still one of the most important ways to communicate online.
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Twitter: hajraks
I see the point of what you are trying to get to. It’s like getting what you signed up for. If I sign up for your posts, then that is what I want. If I wanted only the newsletter and not the posts, then I have made myself clear!
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Twitter: berget
That’s exactly what I was trying to say. Thank you
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I see the newsletter as a great chance to go deeper into the topic of your newest blog post. So, you let readers know about the post (in case they aren’t subscribed via rss), then give them more on that topic. Something you haven’t shared on the blog. This way, you can creat the post and newsletter content together. And readers of the newsletter are like VIPs because they are getting more depth for each topic you cover.
Twitter: berget
That’s great advice Mary. Thanks a lot for the feedback.
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