Roving Report: Questions to Answer Before Launching Your Own E-Letter


Having an e-letter is a powerful, effective strategy for growing your business. It has a lot of moving parts, though, so if you want to stay in control, you need to do some planning.

Heather Robson, Wealthy Web Writer’s Managing Editor, is an experienced e-letter marketer. In this webinar, the third in our Running Your Own E-Letter series, she came up with a list of questions you should ask yourself to jump-start your planning process. (You can review the entire webinar HERE.)

Heather pointed out that having a plan up front gives you a clear path, so you know what to do and when to do it. It also reduces the temptation to be inconsistent with your e-letter marketing.

Here are the questions you should ask yourself, in the order you should ask them.

#1. Which Email Service Provider Will You Use?

You must have a third-party provider, Heather informed us. You’re not going to send email yourself through Outlook or Google.

When you use a third-party provider, you signal to the email ISPs that you’re a reputable businessperson, and you’re taking the expected steps to comply with the law. This will greatly improve your e-letter deliverability.

Additionally, a third-party provider will give you options for design, automation, and segmentation that you wouldn’t have on your own.

Heather acknowledged that she’d love to be able to simply recommend one service provider, but she can’t since everyone’s goals, priorities, and budgets are different.

When choosing an email provider, make sure you know:

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.

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