A Letter Worth ReadingPlan · 3 min read
Choosing a frequency you can keep
Weekly sounds keen and monthly sounds calm. The right rhythm is the one you can still keep next year, and a simple calendar makes it stick.
Plan
What is your newsletter for?
Before you write a word, decide the one job your newsletter does, who it is for, and what each reader gets for their time.
A good newsletter feels like a letter from someone worth hearing from. These pieces cover the whole job, from deciding what your newsletter is for to building a list lawfully and reading the numbers honestly.
Write · 3 min read
Structuring an issue
A good issue has a shape readers learn to trust. Here is a simple one you can use every time, from the opening lines to the footer.
Write · 3 min read
Writing subject lines and preview text
The subject line is a small promise about what is inside. Keep it plain and true, use the preview text well, and skip the tricks that cost you trust.
Grow · 4 min read
Building a list with consent
A list of people who asked to hear from you is worth more than any list you could buy. Here is how consent works in the US, Australia, the UK and the EU, and how to earn it.
Grow · 4 min read
Unsubscribes and the law
Every issue has to say who sent it and offer an easy way out. Here is what spam laws in the US, Australia, the UK and the EU ask of each email, and why a graceful goodbye is good for you too.
Measure · 4 min read
Reading your numbers
Open rates look precise but often mislead. Clicks, replies and a few warning lights tell you far more about whether your letter is worth reading.