Does your non-profit or small business need some newsletter guidance?
I can help!
Hello there, readers!
In today’s edition of the newsletter I’m going to pull back the curtain and let ya’ll in on what I’ve been doing for work for the last 6+ months. While it’s been a time of experimentation (especially here on Substack!), there are a few things I’ve been honing behind the scenes.
The Vital Importance of Email
Since being let go from Automattic last fall, I’ve dabbled in a wide variety of writing projects. White papers, sales assets, book outlines, even childrens’ book writing. Some of the projects I’ve enjoyed the most, though, have been email newsletters.
Believe it or not, email was invented over 50 years ago. It’s not always the new methods that prove successful; email might be an old dog but it still has more bite in its bark than nearly any other platform.
Every business and non-profit should, at minimum, have a monthly newsletter. Period. A few reasons why:
Direct connection with your audience. Amidst the algorithmic flood of social media — in which a post’s visibility to users is largely out of your control — the power of the inbox continues to reign supreme.
By far the highest ROI of any outreach channel. Email has been shown to return upwards of $40 for every dollar spent, making it easily the leading form of communication and marketing.
Built for action. The nature of social media means that people just scroll and scroll. Email, on the other hand, is designed to promote some other action besides just reading the email.
The Beauty of Newsletters
Unfortunately, the downside of the inbox is pretty obvious. Every business you’ve ever bought something from sends you wayyy too many emails. A newsletter, in my opinion, is something fundamentally different from standard marketing.
First and foremost, a newsletter should communicate and connect with your audience. It’s not just about sales and promotion. A newsletter is a space where an organization can tell a powerful story, pass along helpful information, and generally stay top of mind for people interested in what you’re doing.
Let me repeat: Your monthly newsletter is not about marketing, it’s about connection. And nothing fosters healthy, loyal relationships like connection.
Casper Creative Can Help
Over the course of my career, I’ve worked with and for both large companies and small businesses, and it’s become increasingly clear to me that my preference is for working with smaller operations. I’m especially interested in working with mission-driven organizations, including non-profits.
At Casper Creative, the company I created last fall, I’m helping executives, coaches, non-profits, and small businesses of all stripes start and/or maintain the email newsletter that’s so vitally important to their operations. I can write, edit, and guide your newsletter strategy so that it’s working to create a connection with your audience rather than pushing them away with irregular messages when you have something to promote.
If you’re interested in creating or maintaining a consistent and useful newsletter for your business or organization, please reach out at jeremy@thecaspercreative.com. (Or shoot me a DM on Substack.)
Questions? Comments? I’d love to hear!
-Jeremy