The 1 Reason Businesses Should Start A Newsletter Now
Shortly after starting a business, most owners see advice to start a newsletter and it goes on a "one day" list.
The problem is, one day never gets here and most entrepreneurs wait months or years before starting. We're focused on getting new products out, shipping what we have, acquiring new customers, and growing audiences on some new social platform. But technology is evolving at an increasing pace and those who wait till the perfect time will be left in the dust.
The best time to start a newsletter was last year, but the second best time is this week for one reason.
The Reason: Social Algorithms Constantly Shift
Every platform you do not own runs on algorithms that constantly change.
The algorithms have 1 job, which is to make the platform money by putting ads in front of viewers. Platforms are also inching closer toward a pay-to-play model where creators must pay for their content to surface to non-followers through ads or verified accounts. Twitter/X is already and Instagram seems to be following suit.
Your audience is rented on social platforms, but you own your email list.
"But email is dead, right?"
Bad email is dead, but good emails still surface.
Most businesses use their "news and updates" newsletter to constantly pitch people on buying something else. No one wants to be constantly pitched to anymore. Instead, provide free value to potential and previous customers that only occasionally nudges them to make a purchase.
If your best friend who gives great advice sent you an email, you'd open it immediately and the same is true for value based newsletters.
