A company newsletter is an email you send to your database. It should be delivered on a regular basis (such as once per month) and should contain general advice, case studies, news about your industry or news about your business.

There are two benefits of having a company newsletter. First, sending a regular email newsletter will help you remain front-of-mind with your database, and therefore generate more business and referrals. Second, sharing valuable information with your subscribers will establish you as a trusted expert in their eyes.

Your company newsletter should include some combination of general advice, case studies, news about your industry or news about your business. The focus should be on providing quality information; the design of the newsletter is much less important.

Your company should send out newsletters at least once per month. But once per fortnight or even once per week would be even better, as that would give you more opportunities to build visibility and credibility with your audience.

There are five ways you can grow your newsletter subscriber list. First, include a subscription button on your website. Second, email or text a subscription link to people who haven’t yet subscribed. Third, include a subscription link in your newsletters, because readers are likely to forward your newsletter to people they know. Fourth, promote your newsletter on social media. Fifth, make sure your newsletters always include valuable information, so people don’t unsubscribe.

The way to generate sales from company newsletters is to play the long game. Trying to get someone to take action after reading only one newsletter is hard, because people rarely act after just one piece of marketing; trying to get someone to take action after reading 20 newsletters is easier, because that gives you more opportunity to impress people and implant yourself in their mind. So if you want to generate sales from company newsletters, send out quality newsletters on a regular, ongoing basis. Also, include a clear call-to-action in every newsletter, so readers who do want to act know how to do so.

Email subject lines are vital, because the quality of your subject line determines the share of subscribers who actually open the email. If you write a subject line that evokes curiosity and makes people feel your company newsletter contains valuable information, there’s a good chance they’ll open it. You need to take subject lines seriously, because there’s no point writing an amazing newsletter if no one opens it.

A call-to-action is very important, because people aren’t mind-readers – if you want them to take a specific action after reading your company newsletters, you need to tell them what to do and how to do it. To succeed with your call-to-action, do these three things. First, ask people to do only one thing – if you ask for more, they’ll be confused and possibly overwhelmed. Second, be ultra-specific about what you want them to do, so they don’t have to guess. Third, be concise and use simple language, so your call-to-action is easy to read and understand.

Email segmentation is when you divide your email list into multiple groups, based on things like demographics, location and customer journey. This is so you can target different groups with different newsletters. For example, a buyer’s agent might divide subscribers into ‘home buyers’ and ‘investors’ as well as ‘potential clients’ and ‘existing clients’, because they would have different needs and a different relationship with the buyer’s agent. The content he sent to, say, potential home buyer clients would then be different to the content sent to existing investor clients.

An email sequence is a pre-written series of emails that get automatically delivered to prospects and existing clients, often over a timespan of weeks or months. Email sequences are used to convert prospective clients and nurture existing clients.