Are monthly newsletters old news?

Monthly newsletters, are they old news? We all get them. Do you read them, or even pay attention to them?

I have a new-found interest in newsletters and good blogs. I am starting to subscribe more and more and I find the information really valuable. I am actively building my business, and so I find myself looking for more and more good information and good resources. And if that comes in the form of your newsletter or blog, then sign me up.

Monthly business newsletters are not necessarily "old news," but in order to stay relevant, I’ve put together a simple checklist that every newsletter should consider when starting or revamping a monthly newsletter or monthly blog.

Industry and Audience:?

Let’s start with frequency. In my marketing days, I would often get asked “how often should I send a newsletter to my audience?”. And, this isn’t a popular opinion, but I believe that the frequency and relevance of newsletters does often depend on your specific industry and audience.?

• In fast-paced industries like technology or finance, monthly newsletters might not be enough. Your content provides the most up-to-date information. In such cases, more frequent updates, such as weekly or bi-weekly newsletters, might be more appropriate.?
• On the other hand, in my coaching industry, a monthly newsletter is just fine. I get to share 1 or 2 really good pieces of content, and your inbox isn’t overwhelmed.?

Content Quality: Let’s talk about probably the most important piece of any newsletter. It’s what you actually write in the newsletter or blog, and the key to a successful one is the quality and value of its content.?

If a monthly newsletter provides insightful analysis, trends, and relevant information, it can remain valuable (even if it's not as frequent). Regularly updated data, expert opinions, and in-depth articles can keep readers engaged.?

Give a short snapshot in your newsletter homepage, and then link directly to the article (hopefully on your website to drive more traffic there). That gives you a chance to introduce the article with your insights, and then the reader gets to decide if they want to read it or not.

Consistency:?

If you choose to send out monthly newsletters, it's really important for subscriber retention to maintain consistency in your schedule. Readers should know when to expect your updates. Even in the beginning with a smaller list, irregular or infrequent newsletters can lead to subscriber disengagement.

Personalization:?

Personalization is becoming increasingly important in newsletters. And whether you are tailoring your content to your specific audience, or showing a BTS (behind the scenes) of your office - it’s personal. And people love personalized. It’s time to show the fun, playful side of your business (if you have one), don’t forget that it doesn’t need to be mind blowing each time. Small little snippets into your business is all your audience is looking for.?

For my coaching practice, I have a monthly blog that I send out to my subscribers. I give a short intro in the email, and then link to the blog which is posted on my website. It’s really simple. I have made changes over the years to most of my processes, and this is no exception. I once heard a quote that said “if your content from 2 years ago doesn’t make you cringe, you’re not sharing enough.”

All of this said, it’s important to be able to adapt to these online platforms, and test different things. Then use that data to make small adjustments, rinse and repeat. Over and over until you find your audience, and they find you.?

If you have a monthly newsletter or monthly blog please put your website in the comments so that everyone can see what you offer - and hopefully grow some audiences.