Newsletters shouldn't be about blowing your own trumpet

There’s nothing worse than an ego-driven newsletter. Is yours packed to the gills with self, self, self or does it take customers’ interests to heart?

As a general rule the more often you use ‘we’ in your newsletter, the further you’re going off-piste. A bias towards ‘you’ is better. A successful newsletter should be aimed firmly and accurately at your readers rather than acting as a mirror for your business’s achievements.

That means leading with benefits rather than features. Telling stories that inspire people to buy from you. Providing real news that’ll have an impact on their buying behaviour. Going on and on about how great you are just won’t cut the mustard.