Should you get personal in your newsletters?


Hi, I’m Deidre. In my posts, I talk about my voyage down the road of self-employment as a web copywriter, my achievements and roadblocks along the way, and what I’m learning as I go (with Marketing Mentor as my guide).

I didn’t do this on purpose…but I got the biggest response rate ever because of my latest newsletter—about my dog. I asked people to reply with pictures of their pets, and they did! There was so much cuteness in my inbox—it made me smile all day long. I didn’t realize that this topic would start so many conversations and that I would get to know people better. But that’s exactly what happened!

I always try to write about topics that give people a better view into who I am. Authentic is best. And whenever clients ask me, “Should I get personal in my newsletters?”—my answer is always yes (to different degrees depending on their audience).

I think Jill Anderson said it best in her article for HOW, What is the difference between a blog and an email newsletter?

Email newsletters are for getting personal. An email newsletter is exclusive. People need to sign up to get it. Use it to say, “Hey, I’m a person, here’s what I’m up to…” You can toot your own horn, share business happenings, and even personal happenings. A newsletter is push marketing (because you push it into their inboxes)…Since it’s a great two-person conversation-starter, make sure to use your reader’s first name: Dear Jill…

While Jill also has a really great theory for how blogs and newsletters should work together (which I often recommend to clients)—I personally break the rules by using my newsletter as both. Since my business is so personal (it relies on people feeling comfortable and sharing openly with me), I’m cool with everyone getting an inside view.

Not using newsletters to give readers an inside-glimpse? I think you should.

Not using newsletters at all? Add that to your goals for 2016! Newsletters are a great way to keep the conversation lines open—and in my case, get an inbox full of puppies, kitties, and even one adorable goat!