When we first started the newsletter we weren’t sure what to put in it and it wasn’t very good. Erik recalls some of our early newsletters having content that really wasn’t relevant to the work we do at Array. He’s never really been a fan of receiving generic email newsletters like this so he decided the newsletter needed to change.
We are now much more methodical about our content and creation of the newsletter. The newsletter goes out once every two weeks and it focuses on tips for improving digital marketing and the latest digital marketing trends. If we have some big company news to share we will add that in the newsletter but the main focus is digital marketing. We also always have a call to action in our newsletter. We feel it’s okay to ask for this if we’re providing useful information, and from the feedback we receive it seems people do find it useful.
Erik’s advice to anyone who is starting a newsletter is to be strategic. Start with sending out your newsletter once a month and gradually move up the frequency as needed. More than once a week is probably not a good idea as it takes a lot of time to put these together and readers can get overwhelmed. Finally, make sure you have good content and that it’s relevant to your audience.
If you’re interested in reading our newsletter to see how we do it, you can find it at www.thisisarray.com/newsletter. We would love for you to check it out and give us your feedback.