The newsletter with purpose

So let's say you have a clear strategy for your newsletter and aren't merely doing it "just because."

How can you make it perform well?

Here are a few thoughts based on my own experiences and those of my clients:

1. Define success.

Assuming it's part of a clear strategy, you should know why you're doing it and what you hope to get out of it.

My own daily mailing list aims to help my readers gain mastery of their CRM systems and strategy. And let’s be honest, it also aims to position me as an authority in that space.

In line with that, I have specific goals that I'm trying to achieve, in terms of subscriber count, engagement, and starting new conversations.

2. Ensure the content is valuable to your readers.

The Child and Family Guidance Center in north Texas, where I serve on the board, does a great job of this. See my previous email on this topic here: “Content that helps”

3. Find and acquire the subscribers you're missing.

Last week I met with the executive director of a regional symphony orchestra.

Patrons who buy their tickets online have a chance to provide their email address and sign up for the mailing list. But he realizes that people who buy tickets at the door are being left out. I'll be working with them on an incentive program to help sign these people up, too.

4. Make subscribing easy.

The same symphony orchestra, like a few other organizations I've seen, have a sign up form on their website, but it's broken.

When I pointed that out, I learned that for some time now the only new subscribers they've gotten through the site have been people who took the time to ask via their Contact Us page.

Getting this fixed is sure to increase their subscriber count.

5. Track the metrics that matter.

Recent changes in email privacy features have made it harder to get meaningful measurements of open rates and click-through rates. Still, there are ways around that.

But more important: you may not even care so much whether people are opening the emails. You might rather be interested in more meaningful engagement from your mailing list:

Are people hitting reply to ask questions or start conversations? Are they signing up for events or memberships?

In short, are they taking the next steps that you want them to take in their journey with you?

Here's the thing:

A newsletter or mailing list without a purpose is one without real value, at best. (And worse, may even diminish your reputation as an organization.)

Consider its purpose for existing.
Set goals that help fulfill that purpose.
And find the changes you can make in order to reach those goals.

Because a newsletter with a strategic purpose is a valuable asset — to your mission, to your organization, and to your people.

All the best,
A.