I was chatting with a bunch of writers
about newsletters.
They all agreed that
short, seldom sent, promo only newsletters
worked best.
They had a higher open rate
than newsy, longer, more frequent newsletters.
That’s the rule.
However, I write short stories and novellas
under the pen name I was using
and I have a release a month.
My readers expect jokes and silliness from me.
They’d be very disappointed
if I sent them a promo only newsletter.
They’d consider it to be spam.
I’m the exception.
This is key when receiving advice,
especially advice we want to take
(a promo only newsletter is MUCH easier to send
than a newsy fun-filled newsletter).
We have to know when we’re the exception,
when following advice
for the average entrepreneur,
the average business,
will anger our customers.
Don’t apply advice blindly.
Evaluate if it applies to your business.