How to Send Regular Newsletter Updates Without Writing New Content From Scratch
If you’ve been running an online business or blog, you’ve probably heard the “The money is in the list” mantra by now.
And while there’s no denying the power of email newsletters, maintaining it can feel like the world’s most overwhelming job.
Imagine coming up with a new topic week after week. Yikes!
Let’s face it; there simply isn’t time to write new, exclusive content for newsletter subscribers regularly.
And because an email newsletter is private, it’s easy to let it slide. Who’s going to notice if you don’t send a newsletter one week?
It isn’t long before you’re thinking “Maybe I should only send out a newsletter when I have something to say. Yeah, that sounds like a good idea. After all, my subscribers are busy. I only want to email them when it’s important.”
On the surface, it sounds like good thinking. But what happens when you don’t have anything important to say for six months? Then when you finally do send out an update, people start unsubscribing because they don’t remember signing up for to your email list.
Suddenly, you’re just another unwanted marketer in their inbox and not a friendly authority they trust.
Talk about losing your credibility!
The thing is – newsletters aren’t as complicated as we make them. You don’t even have to write exclusive content for it if you don’t want to.
Below are eight ideas for newsletter content that don’t require you to write new content from scratch.
1. Autoresponder Series
Autoresponder series are an online marketer’s best friend. You write them once, set them up and sit back and relax.
Every time someone signs up to your email list, they get daily or weekly emails from you automatically. You don’t have to worry about sending them new content or worry about their orientation to your list.
Set up a 4 – 8 week autoresponder series for new email subscribers. It could be in the form of stand-alone emails, part of a series or an email course.
This way, even if someone signs up for your list in the middle of a product launch, they won’t just see you selling.
An autoresponder series is a great way to turn subscribers into die-hard fans, so make sure its chock full of good stuff.
2. New Blog Posts
Don’t have time to come up with new newsletter-only material? No problem. Take the first 150-200 words of your new blog post and put it in your newsletter.
At the end, include a link to your new post and invite your subscribers to read, comment and share the post.
Not only did you just send out a newsletter update, you also targeted traffic to your blog. It’s a win-win!
Henneke Duistermaat’s newsletter updates are usually about her new posts. She’s mastered the art of writing her posts in a way that speak directly to her readers. So even when she copy-pastes the first couple hundred words of her post in her newsletter, it feels like she’s emailing her subscribers directly.
It’s a nifty writing technique to master for email marketers. Don’t forget to give it a try the next time you’re writing a new blog post.
3. Extra Goodies
If updating your list about new blog posts feels like it isn’t a legitimate update (a feeling many marketers have), then go the extra mile and include a little something extra for your subscribers.
It could extra material related to your blog post like a downloadable checklist, a short interview or even an interesting fact that you found while researching for your post.
If your post is over 2000 words, you can even include a downloadable PDF of your post for your reader’s convenience.
The idea is to do something special for your subscribers – something that your regular blog readers aren’t privy to.
4. Share Tools
Bloggers and marketers have a bunch of tools they rely on to run their businesses smoothly. Instead of writing a motivating and inspiring email, tell them about some of the tools you routinely use.
It could be a tried and tested tool, or one you’d recently found.
I noticed this technique when a newsletter I subscribe to, sent me a link to Canva.com. The marketer in question always had brilliant, pin-able images on her website and as a blogger, I’d always thought you needed design skills to create them.
Her sending me a link to Canva was not only helpful – it opened up all kinds of opportunities for me. The things I could do with this tool!
Notice how I said, she sent me a link? In reality, she sent it to her newsletter subscribers. I was just one of them. But the tool she shared was so helpful, it felt like she was speaking to me alone.
5. Special Discounts
You don’t have a business unless you’re selling something. And what better way to make newsletter subscribers feel special than offering special discounts? After all, part of the reason they subscribed was to get updates and discounts regular readers of your blog won’t.
Make an event out of it and don’t forget to set a time limit!
6. Host Interviews
Every blogger interviews someone at some point or another. You can do so for your newsletter subscribers only, or reserve part of the interview for them alone.
Sophie Lizard interviewed experts for her newsletter subscribers to encourage sign ups when she was preparing for a launch. To this day, you can only get those interviews if you sign up for her newsletter.
7. Link Roundups
Doing a link roundup isn’t a good idea for blogs only. You can do it for your newsletter subscribers too.
They could be a link of articles you found particularly helpful, posts published on your own blog or articles you wrote for other publications.
Just make sure you don’t overwhelm your subscriber with links. Include 3 – 5 per email at most.
8. Guest Post Updates
As a writer, blogger, or marketer, you’re bound to guest post on other blogs. Just as you send updates whenever there’s a new post on your blog, send one for your guest posts too.
Not only will this give you material for a newsletter update, but it’ll help send traffic to your guest post. And that’s always a good thing for guest posts.
Exclusive Newsletter Content vs. Regular Updates
There’s no denying that exclusive content for newsletter subscribers is good practice. But it isn’t a must.
What’s really important is showing up in your subscribers’ inbox regularly so they don’t forget you, ignore you or worse – mark your emails as spam.