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One of the most common pieces of advice for success in this whole online game is “Be consistent!”
That goes for newsletter advice, too.
Or what if you don’t want to dedicate hours of your life each week to consistently writing new newsletter content?
A weekly newsletter is a commitment. A daily one is 7x more. That’s one helluva hamster wheel.
But you can’t afford not to write one: a newsletter is a critical component of a successful content strategy.
No newsletter ≠ an option.
What are you to do then?
Pay someone to write one for you?
But there’s a better way: an Evergreen Newsletter (EN).
An EN is a newsletter (also referred to as a Shadow Newsletter by Brennan Dunn of Create&Sell.co) that gets written and scheduled with a bunch of editions written in advance.
An Evergreen Newsletter about DIY Woodworking might go like this:
The point is everything is written in advance — and every new subscriber starts at the same first email.
The best part?
You don’t have to be consistent. You just have to batch a bunch of content in the beginning: instead of writing new content every week, you can do it intermittently — at your preferred pace.
The hardest part about an EN strategy is the beginning. You have to plan out & create the content if you don’t already have it.
With several editions queued, you can take time to write your next edition. You’ve solved the hamster wheel of consistent/constant content creation.
Anyone writing content that’s relatively “evergreen” in nature.
Types of content that work best include: lessons, courses, how-to’s, entertainment, educational, and informative could all work well. Others use an Evergreen Newsletter as a constant drip & nurture campaign with the goal of converting subscribers to customers.
This strategy won’t work for every type of newsletter.
A daily news-style newsletter doesn’t work.
You can’t queue 25 editions of a newsletter focused on current events. Obviously. If the information you’re sharing is timely, avoid the EN.
If your goal is to monetize with ads & sponsors, it could be challenging to get sponsors on board. Typically, advertisers are used to the massive one-off email broadcasts — and driving clicks for specific campaigns.
You could still sell sponsorships spots in your EN, though. It’s not impossible, but a bigger challenge.
The best way to monetize an EN would be by selling your own products & services.
An EN is the perfect solution for those who don’t have time to write new content on a regular basis, or for businesses whose content isn’t timely.
If that’s you — and you’re sick of the constant content hamster wheel — try an Evergreen Newsletter.
To get started, plan out your content, offers, and email sequence — then launch! If you’re looking for more information on growing, improving, and monetizing newsletters, my Growth Currency newsletter will help you out — subscribe today.
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