The honest position.
WHAT IT IS GOOD FOR
Reaching people who already know you Bringing customers back Getting reviews Recovering abandoned carts Staying present between purchases
WHAT IT IS NOT GOOD FOR
Reaching new people, which requires another channel first
WHAT IT COSTS
An hour a month, and frequently nothing in money for the first year or two.
WHAT IT REQUIRES
Authentication configured correctly Consent, properly obtained Something worth saying, monthly Discipline, which is the scarce part
WHAT TO EXPECT
Little in the first three months Something measurable by six A genuine asset by twelve Materially better in the second year
WHAT MAKES IT FAIL
Stopping. Almost every failed newsletter failed because it stopped.
THE THREE THINGS THAT MATTER
Get SPF and DKIM right, so messages arrive Send every month, without exception Send things people actually want
IF YOU DO ONE THING TODAY
Set up the welcome message. It is written once and improves everything afterwards.
IF YOU DO ONE THING THIS MONTH
Ask every customer to subscribe.
