9 Rules We Always Follow When Writing Our Newsletter

Originally published at www.scalablepath.com by JP on May 11, 2017.

You don’t have to look far to find advice on improving your email marketing in general. However, advice specifically focused on newsletter marketing is harder to find. There is a big difference between targeted ad hoc email promotions and newsletters, just as a magazine subscription and piece of direct mail differ. So trying to apply the advice currently out there on email marketing to your newsletter can be counter productive.

In this article, I describe what I consider to be the 9 most important rules you should follow when publishing a newsletter. Get these right and you should have a newsletter that consistently exceeds industry averages across all key metrics (more about those later).

We’ve decided to put our stats where our mouth is and share the performance data from our monthly Scalable Path newsletter. This includes our actual metrics, over the last 9 months, as well as the industry standards we strive to beat.

Let’s start by defining what an electronic newsletter is. It is a regular communication between the brand and its subscribed audience. A newsletter should strengthen the relationship with subscribers by offering valuable content in a tone that reflects the brand’s core values.