Why I am switching to an evergreen newsletter
Diliana Popova ??
Fractional Chief Content Officer (CCO) B2B | Content Strategy | Content Writing | Content Ops | LinkedIn Thought Leadership |
And maybe you should too
WHAT IS AN EVERGREEN NEWSLETTER
At the time of writing this email, I have about 66 past newsletters sitting in the sent section of my Convertkit account. Many of them were sent out to my fledgling list when I was just getting started. This means that some of them were seen by like 5 people before (poof) disappearing into the archives.
Writing weekly is no joke.
Once you start a newsletter you are on the hook so to speak, even if it's your mom and your other email address. You are here to keep a promise. The pressure gets to people. They either don't start because they are afraid they won't be able to keep up or they start and quickly stop because they missed that one week back in December when their dog got sick.
I get it.
Enter the evergreen newsletter. An evergreen newsletter is an automated sequence of emails. Every new subscriber to your list starts at email 1 and continues to email 2, 3 etc...Which means at any given time people are reading different emails depending on when they joined your list. Magic!
Let's dig into it a little bit.
THE BENEFITS OF AN EVERGREEN NEWSLETTER
As I mentioned earlier, the idea that some of my best emails are now archived and never to be seen by my list kind of irked me. I worked so hard on them and they only went out to a small number of folks as I was getting started with list-building. Creating an evergreen sequence ensures that the work you put in keeps giving long after you wrote it.
2. Your new subscribers get the best from you
Your new subscribers get a curated experience and can benefit from all the knowledge, advice, and insight that you have poured into your newsletter. This means that you can design a sequence that takes them on a mini-journey to clienthood. Because you never really know where they are in their buyer journey automating your list ensures they get full funnel messaging.
What do I mean by full funnel messaging? Well, a new subscriber to your list needs to hear something different than someone who has been with you for let's say 4 months, 6 months, and beyond.
You can architect a buyer's journey and increase sales this way.
3. You can get off the weekly hamster wheel
Can you imagine if all your newsletters for the next year (or more) were already written and automated? What would that mean for you? For me, it means I can focus my time on making more lead magnets, writing more authority-building articles, and focusing on growing the list!
HOW TO BUILD ONE
Method 1
Building an evergreen newsletter can be as simple as taking the emails you have already sent to your list and creating an automated sequence. It could look like this:
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You can curate which emails you include and make sure your best ones get sent to your new subscribers. This will ensure higher open rates and ultimately- more conversions.
Method 2
If you don't have a list yet and are thinking of starting one, you might want to consider Evergreen right off the bat. This is more work up-front as you will have to batch-write a lot of emails, but it's a set-it-and-forget-it situation.
I have created a NEW evergreen newsletter service to help you with this- a year's worth of emails done- for- you and automated for you. If you want to chat about what evergreen emails can do for your biz- book a call with me here.
BUT DILIANA...
The evergreen newsletter is a nurture newsletter. This means that any holiday promos, product launches, or timed launches cannot be included here because they will be awfully out of sync.
To be honest, they should be separate emails anyway. People cram waaayyy too much information into their newsletters, leaving people overinformed, overwhelmed, and click-confused. An evergreen newsletter does not mean that you will never write an email again- it does however take care of nurturing your audience.
BTW you can also create evergreen sequences for products and services. Similar to an evergreen nurture newsletter, you can also automate sales (more on that in another email)
2. How the hell do I come up with so many emails all at once.
My annoying answer is- you don't! Your customers and list members do. Take your call transcripts, look at your social content, and talk to your customers. I guarantee you will not run out of things to cover if you are constantly interfacing with the people you are serving.
Any other questions/ concerns about whether this could work for you?- send questions my way and I'll reply!
D
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How I can help you
Vision Architect at The Milian Collective, Inc.
8 个月But what do you do about writing content once they've reached the end of your Evergreen newsletter? You still have to produce regular content for those who aren't in the newsletter right? And let's say you start this and you Evergreen stuff is only stashed to start with new subscribers right? So you're still sending regular emails to current subscribers correct?
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10 个月Oh, the idea of having my weekly emails sorted for a whole year sounds like a dream! Thanks for the inspiration!???
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10 个月What a great idea ??, ??Diliana Popova ??! I bet there are so many folks (me included!) who would benefit from starting an email ?? list but struggle with the fear of keeping up with it all. I've been thinking about how to make my emails ?? consistent and not overwhelm readers with too much info. I'm going to give this Evergreen email sequence a try. Thank you!
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10 个月This makes sense ??Diliana Popova ??, but I just started a Substack, so I don't think I can apply this, for now...