4-Part Framework for Building a Newsletter

4-Part Framework for Building a Newsletter

I’ve been talking a lot about email newsletters in my content lately.

Email newsletters may be old school…

But most people don’t realize that they’re a massive opportunity for maximizing ROI on your customer acquisition, safeguarding your audience, and opening up new, near-effortless revenue streams (like affiliate promotions, sponsorship deals, and more).

Building a newsletter is a lot like building a house…

With either, it’s essential to start from the ground up.

It takes time, strategy, and the right materials – but once you’ve done the legwork to get it going, your newsletter (and the highly-responsive audience attached to it) will be one of your greatest assets.

Following the analogy of building a house, it can be helpful to think about it in a four-part framework.

Part 1: The Foundation – Your Product or Service

The first step in building your newsletter involves deciding whether to offer your own product or service or affiliate with others' products.

My journey started with my own product, and gradually evolved into featuring others' products.

Your offering lays the groundwork for everything that follows, which is why it’s essential to carefully match your product to your audience, whether it's your own or someone else's.

If there are any cracks in the foundation – such as trying to push content that doesn’t align with your audience’s interests, for example – all of the efforts that follow will be wasted on an audience that simply isn’t interested.

Stay current and flexible, and make sure that the core message of your newsletter resonates with who you’re sending it to.

Part 2: The Structure – Research

It's all about understanding who your customer is and what they want to engage with, then incorporating that into your newsletter.

Polls can be an incredible tool for checking the pulse of your audience – understanding their likes, dislikes, and what they're looking for.

The key is making research a consistent part of your process.

Twitter models a structurally sound approach to this and can be used as a highly effective tool.

Many successful newsletters have launched off the back of Twitter by using the platform as a testing ground for gauging interest.

Start creating content on Twitter, and you can test what messaging will land, and then funnel your audience back to your newsletter.

Twitter is an excellent tool, and while it’s only one route, it demonstrates the right approach.

To summarize, research what messaging is going to engage your audience, and then continually poll your audience's interests to stay current with your content and approach.

Part 3: The Interior – Design and Content

Once you've set your structure, it's time to focus on design and content.

Lead with some of your most compelling content – your hook.

Consider what needs to be up top, asking yourself objectively, "What would draw me in?"

Throw your bias out the window, and consider how the newsletter would look from the perspective of the reader, whether they're on a laptop or mobile.

This is critical, as you need your audience to eat up your messaging all the way through.

Once you have this dialed in, consistency will build your brand.

That doesn’t necessarily mean that you need a locked template, as you want to always stay visible and stand out…

But once you find something that works, isolate what about it is working for you and stick to it.

From there, the sky’s the limit.

Part 4: The Roof – Growth Plan

Starting out with a small list might worry you, but remember, every great journey begins with a single step.

Your initial audience might be small, but nurturing it correctly will foster growth.

You could run ads, collaborate with others, or partner with another newsletter in your niche.

Personally, I found starting with ads beneficial.

Of course, this depends on your budget...

A word of caution: Don't just buy a subscriber base and hammer them with emails.

If you're using a new domain, you need to warm a purchased list up to prevent deliverability issues.

At the end of the day, building your own, loyal newsletter subscriber base requires consistent effort, constant learning, and the right mindset.

I hope this framework was helpful for how you’re thinking about launching, growing, or optimizing your own email newsletter.

In the next Behind the Marketing, we'll continue exploring effective strategies for building your brand.

“Pop-Up Podcasting” Creates Stand-Out Content

Forget the archaic tagline "Broadcasting from a radio near you" – we're on the cusp of a fresh and innovative way of content generation.

Podcasts have emerged as an integral component in any marketing strategy…

But with one of our fledgling brands, Sports Bred, were adding to the mix with a new way to generate content – podcast popups.

Focusing on the vibrant worlds of sports, fashion, gaming, and more, Sports Bred recently adopted the content strategy at a local expo we attended.

Now, you might think, "Creating content is easy," – but as with all ideas: without execution, it’s nothing more than a daydream.

So our goal was to not only generate content, but start making a name for ourselves in a highly competitive field.

And we set out to do that by interviewing a line of expo attendees, each with their own story and insight to share.

As we listened, we made people feel listened to, important, and part of a bigger vision.

But how does this content stand apart from the rest?

By breaking away from the static environment of the studio, and engaging in real-time interviews with attendees we were able to capture the raw energy and enthusiasm of the event, creating a treasure trove of content.

This strategy did more than just generate content; it created an immersive experience for both the listeners and the interviewees.

Tapping into the diverse wealth of knowledge present at the event, our listeners got a front-row seat at the expo.

At the same time, we got to know every person who walked into our booth – building a loyal following one interview at a time.

With unique, engaging content and a clear call to action, a podcast is yet another powerful tool for building a million-dollar audience – and we’re excited to see this one take off.

Uncommon Advice

With the pandemic fading in the rearview mirror, many businesses are debating whether to move forward in person or virtually.

At first glance from both an employee and business standpoint, remote work would become the new standard.

It certainly has its appeal – between the reduction in overhead cost that comes with renting office space to the freedoms that virtual work allows employees.

With the rise of digital nomads, holding boardroom meetings in the middle of a Starbucks – it can be difficult to argue with the freedom remote work models grant people.

For most, the flexibility of remote work is an irresistible lure… but it certainly comes with its pitfalls.

With a clear boundary between the office and personal life, the potential for burnout is real.

Even with strong discipline, the sight of your laptop in the corner of your room can become a trigger for low-level stress around unfinished work, subtly eroding your mental peace.

Over time, this blurred boundary can become a silent parasite, gnawing away at your well-being and leading to burnout.

The extra time you thought you had for family, friends, and health slowly disintegrates… as a quick check of your inbox turns into hours of unfinished business.

Personal work habits aside…

When it comes to fostering culture, collaboration, and growth within a team, sharing physical location for work can multiply focus and create a sacred space for productivity that can’t be replicated.

For starters, an office environment, when filled with the right people, can serve as a refuge of positivity.

It provides a collective energy and focus that fuels creativity and productivity, promoting personal and professional growth.

The key element here is maintaining a healthy work atmosphere.

If employees are constantly watching the clock, counting down to the end of the day, grumbling, or butting heads – it’s time to reassess your work environment.

A stimulating office space should make you look forward to the start of each day, not just the end.

A space where teammates step into a hyper-focused workflow in tandem with one another.

Every team member must be able to articulate your company's goals at a moment's notice...

Providing a clear, unified vision that keeps processes streamlined and ensures everyone is marching to the same beat.

This collective understanding accelerates growth and fosters a sense of belonging.

And as you steer your business toward growth, the role of effective leadership cannot be overemphasized.

Delegation is key – a good leader must trust their team to do their jobs effectively.

If you find yourself trying to do their jobs for them, either they are not the right fit, or you're inhibiting their growth.

This is why it’s essential to foster an environment where your team feels empowered to solve problems independently…

– While still feeling comfortable approaching you with questions.

You have to transition from being a transactional leader to being a transformational one.

This means not just dictating tasks – but rather communicating the final goal and trusting your team to find the path there.

This style of leadership attracts the right talent and also empowers them to achieve their full potential.

Remember, the debate between remote work and office isn't about choosing one and rejecting the other.

It's about understanding your team's needs and aligning them with your business goals.

And it’s about creating an environment, whether remote or in-person, that allows everyone to thrive.

Stay tuned for more Uncommon Advice where we unpack intriguing perspectives on life, entrepreneurship, and beyond.

Rooting for ya!

~ Nate Kennedy