People I know, like and trust

I was once told the average number of newsletters anyone has time to read regularly is 15.

A difficult statistic to verify, but it depends what you mean by “read regularly”.

But whether it’s 15 or 50, here’s the bottom line:

For your newsletter to succeed, it has to be good. Very good.

With so few chances to be granted permission to the inbox you must be one or more of relevant, useful, timely, time-saving or helpful.

(And not be that person needily nagging for a sale, again).

But there’s something else in my 15 favourite emails that's going to get even more important.

!!! IT'S PERSONALITY !!! 

Writers as individuals, using distinctive voices, saying I instead of we, calling me you, connecting me with unique stories and anecdotes. They’re demonstrably humanoid.

I’ve got to know them. They’re not friends or even acquaintances, but they are a regular presence in my life.

I look forward to hearing from them, just like we used to when people got out pen and paper and licked a stamp to communicate.

Some send daily, others weekly or fortnightly. It doesn’t really matter, it’s the consistency that matters.

They’re as regular as buses from the station across the road from my house.

And the reason this matters is…..?

When they do ask for a sale, which they will, they’re front of mind, already liked, respected and trusted, and my barriers are down.