Regular contact.
WHAT MAKES ONE WORTH READING
Something useful in every issue A consistent schedule Brevity
LENGTH
Short. Under two hundred words works for most small businesses.
Nobody complains that a newsletter was too short.
WHAT TO INCLUDE
One useful thing Any genuine news One clear action
WHAT NOT TO INCLUDE
Everything that happened Multiple competing actions Content with no value to the reader
FREQUENCY
Monthly, sustained.
More frequently only if you genuinely have something each time.
THE SUBJECT LINE
Specific about what is inside.
Not clever.
FOR NIGERIAN AUDIENCES
Consider whether email is where your customers are.
For many businesses, WhatsApp broadcast reaches people better.
WHAT TO MEASURE
Whether people open it, and whether it produces enquiries.
WHAT TO DO IF NOBODY OPENS IT
The subject lines, or the content, or the audience. Test one at a time.
