Hey Reader,
As I have been working with clients on email marketing, I have seen many different strategies and wanted to chat with you about one of them: the perpetual newsletter.
Also known as 'the forever series,' a perpetual newsletter is a pre-scheduled sequence of emails designed to deliver content to your subscribers. Instead of being written and sent each week, the content goes out in a set order, no matter when they sign up. Think of it as one continuous flow where subscribers join at the very first email and follow through in order, guiding them through a journey.
Benefits of a Forever Series
Forever series have some great benefits:
- It's a cohesive experience, with each email being a "chapter" that builds on the last, helping readers stay engaged as they move from one topic to the next.
- New subscribers get introduced to your best content in a logical sequence, with insights that warm them up (and potentially lead to a sale).
- You can create a set of emails once, set it and let it deliver value for months without feeling the pressure of writing an email each week.
Pitfalls to Watch For:
However, some big pitfalls can happen with your messaging:
- If your strategies change but your emails don't, your readers might get conflicted advice. For example, if you advise against a tactic in your first set of emails but use it later, that will surely confuse your audience! (And yes, I saw this not too long ago with someone)
- Shifts in your business's niche or tone of voice might change how you word things in newer emails, clashing with older emails and leaving your subscribers confused.
- Over time, you might phase out offers or content your emails still reference.
If you have a business that won't change much, like a blogger offering travel advice or crochet patterns, a perpetual newsletter can be excellent! You can round up blog posts, create a fun experience, and engage your subscribers.
But it's worth creating more flexible sequences for businesses with evolving strategies. By setting up smaller, independent sequences, you can refresh or remove content easily as things change while still writing a set of emails that belong together and sending those to people in order.
Do you have a perpetual newsletter set up? Or have you been on the receiving end of an outdated email series? Let's share some tips (and laughs) on how to keep things fresh in my community.
