This post was originally published on September 8th, 2020. It has been updated to include new information on email newsletters and content emails. Enjoy.
How should you communicate regularly with your subscribers? This is a question that can baffle business owners. Should you send them an email newsletter that gives a bunch of updates? Should you send content emails, also referred to as nurture emails, full of value and information?
And how do you choose between the two? Which one is better for your subscribers and for your business?
Some of this depends on your business and how much time you have to write, as well as what you have to share.
To be honest, you can use both.
You just need to know which one works best in which situations.
What’s the Difference Between an Email Newsletter and a Content Email?
Excellent question.
Lots of people seem to think they’re the same, or that they serve the same purpose.
Not really.
I’d like to start by discussing how they’re the same.
Whichever you choose, you should be sending them on a regular basis, so your subscribers know when to expect to hear from you. Part of this is training your subscribers to look for your emails at a certain time. The other part is keeping your promise of emailing your subscribers regularly with useful content.
They should both give value to your subscribers. This is to your advantage, since it positions you as the expert and helps build trust. It’s also to your subscribers’ advantage, as they’re getting something they want.
Finally, you should be using both to promote your products and services.
I want to take a moment here to make a distinction. There are people out there who believe that an email newsletter is different from email marketing. I disagree wholeheartedly.
Both of these email types are email marketing tools and should be used as such. They’re both used to nurture your subscribers and guide them toward becoming paying customers. If it sells something in an email, it’s email marketing.
Unless you’re sending an email newsletter for your child Sally’s Little League team, that only includes updates on team information, games, etc. it’s email marketing. (To be candid, if you include information about businesses that sponsor Sally’s Little League team, then even the Little League email newsletter becomes email marketing.)
All that being said, here are the differences, in my opinion.
Email Newsletters
An email newsletter tends to be longer than a content email. That’s because they usually cover more than one subject.
An email newsletter can be:
- A round up of your latest blog posts, podcasts, or articles.
- A list of upcoming events.
- An update on what’s going on with your business.
- A collection of recent news articles about your business.
Because of this, email newsletters usually contain several links to different URLs. I know I said not to do this in my blog post about writing your content so it gets through the email spam filters, but this is an exception to the rule.
Finally, email newsletters can be a sales tool, if you do it right. The email newsletter from Digital Marketer to the right is “sponsored by” one of their products. They also list all of their memberships at the bottom and include links, so you can learn more if you’re interested. (Click on the image to see it in more detail.)
This is a “soft sell” meaning it doesn’t involve a huge amount of copy that urges you to click on the link because “you only have until X time” or “we’ll never offer this product at this price again.” Instead, these links compliment the information in the newsletter.
I can just about guarantee you that there’s a link to a sales offer in every blog post referenced in this email as well.
There are lots of ways to use your email newsletter to convert subscribers into customers, while delivering value and information they want. These are just a couple of examples.
Content Emails
A content email tends to be shorter. Usually no more than 400 words. (I talk about email length, as well as several other tips in this blog post about email copywriting.)
They’re also focused on one topic. As I said above, that topic should be of value to your subscribers, but you can write about pretty much anything, within that parameter. (You should see some of the weird topics I’ve written about in my Thursday emails, which go exclusively to my subscribers.)
Because content emails are focused on one topic, they will drive subscribers to take one action, clicking on the link within the email, which can take them to a:
- Blog post
- Podcast episode
- Website
- Product or service page
- Scheduling app
You’ll notice those last 2 are sales tools. Because the whole point of having an email list is to sell to your subscribers. But you don’t have to be obnoxious about it.
You can mention a product or service that is relevant to your email topic at the end of your content email and include a link to that product or service on your website.
If you offer a free consultation, you can add a link to your scheduling app at the end of a content email. I’ve done this for years. I get a lot of consultations on my calendar that way, many of which turn into long-term clients.
This email from Marcella Alison, founder of Titanides, a women’s copywriting membership group, promotes her new ebook at the end. (Click on the image to see it in more detail.)
The story in the email is relatable, it’s good and it gives value. It also ties into the product she’s offering. Whether you buy the book or not, the email is a good read and it doesn’t feel “salesy” or pushy.
I would like to quickly state that sales emails are a totally different animal from email newsletters and content emails. Again, you can sell in both of these email types, but the real goal here is to build trust and authority with your subscribers.
Which One Should You Use, Email Newsletters or Content Emails?
As I said at the top of this blog post, you can use both if you want to.
I used to have a separate email newsletter list I sent to clients and people who opted to receive only one email a month, where I’d give a nugget of copywriting advice, then do a round-up of my blog posts from the month.
The rest of my list got my weekly blog post announcements, as well as the occasional sales email.
Copyblogger sends me a weekly email newsletter with short blurbs and links to their new posts, podcasts, etc. from across all of their online properties.
I also get (and read) their content and sales emails.
You can mix and match as needed. Or, as I did, you can let your subscribers choose for themselves.
If you’d rather stick with one, do that. I no longer write a monthly email newsletter. If you’re on my list, you get two emails a week, unless you opt to receive only one, the weekly blog post email.
It’s really up to you.
Whatever you do, do it consistently. That will keep your subscribers coming back for more and get them to click on your links and buy your products and services.
It Helps to Have a Good Place to Start Your Email Newsletter or Content Email
One of the common complaints I get when I ask business owners whether they send emails to their subscribers regularly is, “I have no idea where to start!”
Please allow me to assist you with this problem…
By downloading my list of 30 Subject Lines to Keep Your Subscribers Opening and Reading Every Email.
This is a list of 30 subject lines and writing prompts that you can use over and over again, so you have a place to start your weekly nurture emails, whether you write an email newsletter, or a content email.
Click on the button below to get your copy now. Then you’ll never be at a loss for a place to start your next email.