A small business newsletter that people open
This piece for Crazish collects the advice that holds up in practice.
The newsletters people keep opening are short, personal and regular. One useful idea, one piece of news and one thing to do, sent on the same day every fortnight from a named person, will outperform a long monthly round-up every time. Write the subject line last and make it a plain description of what is inside rather than a tease.
Grow the list slowly with people who asked to be on it. A sign-up on the receipt page, a card by the till or a line at the end of each email is enough. Watch which links get clicked and write more about those subjects. Remove people who have not opened anything in six months; a smaller list that reads you is worth far more than a large one that does not.