Judging from behaviour rather than assumption.
WHAT THE DATA TELLS YOU
Which links get clicked. That is the clearest signal available.
Over several campaigns, a pattern emerges: certain topics consistently produce clicks and others do not.
WHAT PEOPLE SAY VERSUS WHAT THEY DO
Subscribers asked what they want give polite answers. What they click reveals more.
Use both, weighting behaviour more heavily.
THE COMMON DISCOVERY
The content you find least interesting to write is frequently what subscribers value most.
Practical, unglamorous, specific guidance outperforms anything clever.
WHAT ALMOST ALWAYS WORKS
Answers to questions customers actually ask Practical instructions they can follow Honest guidance on choosing between options Notification of something they were waiting for
WHAT ALMOST NEVER WORKS
Company news General industry commentary Anything written to fill the slot
HOW TO FIND OUT
Look at which links were clicked in your last six campaigns. Write more of what appears.
ASKING DIRECTLY
Once a year, one question, by reply. For a small list the answers are detailed and useful.
THE PRACTICAL RULE
Do more of what got clicked. Stop doing what did not.
