When you start writing a newsletter it can be hard to know where to start. When I work with a client we first figure out what all they want included in their newsletter each month. For me – you know that I always have 3 things and a picture of Norm. (If you didn’t know that you can fix it here.) If you have a system in place for your newsletter each month it’s way easier to keep up on it. Here’s 10 things I’ve seen in newsletters that I think are great:

1. Previous Blog Posts – if you have a blog and are updating it regularly there’s your content for the newsletter! You can also feature a topic and pick a few blog posts that go together
2. Featured Employee – Have a team? Let’s meet them!
3. Tips – Your Newsletter is not about getting people to buy something (always anyway) – it’s about educating them. Give them helpful information that makes them want to work with you.
4. Feature Another Business – Do you often partner with another company or small business owner? Feature them!
5. Specials & Promotions – is it your slow season? Great – how about if I sign up by X I get Y as a bonus!
6. And You Are? – If you’re often updating your list or it’s been a while since you sent out a newsletter it might be helpful to feature your boiler plate or a quick feature of a specific service.
7. Events! – Duh – are you speaking or holding a workshop or webinar? Make sure we know!
8. Promote Yourself – if you’ve been featured on a blog or podcast or radio show – make sure to include a link to it! I was featured on a podcast last month and made sure to share that with my network.
9. Pictures! – Please oh Please include images and graphics! My newsletter always includes a picture of Norm so you are guaranteed a cute puppy photo at the very least!
10. Something Fun – Are you enjoying something right now you want to tell your network about? It doesn’t have to be all about work – feature a picture from your recent vacation or a short book review or a recipe you’re enjoying this summer (this would be weird for an IT company but great for a personal trainer or body work practitioner…)

Okay – that’s a good start right? Juices flowing? What else do you like to see in a newsletter? What else do you have in yours that I forgot to mention?

How often do you send out your newsletter?

I’ve had this conversation a couple of times in the past week with clients and colleagues. Some send it out weekly, like a blog post. Some send it out only when they have something to sell and promote, and some (like me) send it out monthly.

The frequency of your newsletter depends on your time available to produce content for the newsletter AND how often you notice your audience wants to read it. If I get a weekly newsletter from someone, I tend to skim every 3rd issue it seems like. If I get an email once a month I usually open it up and take a quick look and then read it if it’s something interesting or that I need to read then. And when I only get emails from someone when they want to sell me on a product or service, I tend to unsubscribe pretty quick.

Here’s my suggestions when deciding frequency:

• What do you want to say each newsletter?
  • Is it a recap of your blog posts with a short note?
  • Is it just when you’re announcing a new product or service or “freemium”
  • Is it updates and reminders to my network? (“now’s the time to schedule your summer appointment”
• How often can you commit to sending out a newsletter?
  • Monthly works for a lot of people – many of my clients think they can do more frequently but it’s overwhelming unless you have something specific you’re sending out AND you know that’s how your audience wants to receive it
  • Do you have enough for monthly or is every other month enough?

My biggest suggestion with your frequency: Don’t let your audience forget about you. I was just talking to someone the other day who has a service I often need. When someone asked me for the service I forgot about this person because I hadn’t heard from them in so long. Don’t let me forget you’re out there and active and always accepting new clients!