|Photo: Wim Mulder|
One of the most common reasons for starting a newsletter is to keep in touch with clients, past clients, prospects, colleagues, suppliers and other contacts with the purpose of staying top of mind. I have said that this shouldn't be your only reason for having a newsletter but, in fact, sometimes that’s just what it is.
"I'm just writing to say hello..."
Here are some questions to consider:
- Do you still have to give value to succeed at keeping in touch? Do you even need your readers to open your email to achieve that?
- If you’re not giving value, what reason do you have for emailing?
- How often do you need to email your contacts to stay top of mind? This might be a factor of how often your readers would need/want your product or service.
Remember, if you want someone to know you're thinking about them, a card by snail mail is more appropriate.