Hello, Newsletter People.
I’ve missed you.
So much has happened since my last send 2 weeks ago.
Namely, Apple’s announcement of new privacy features that will mean open rates won’t mean what they used to. I’ve included plenty of content about that in the Newsletter Tips section of this issue, so go ahead and scroll if it’s what you’re most interested in today.
You won’t hurt my feelings. Promise.
But I do have a little story… because I’m me.
You may remember my family moved states from Florida to Mississippi last week.
Everything is going well.
We’ll be unpacking boxes for a while.
In addition to having a dedicated office from which I can draft you this epistolary thing we call Opt In Weekly, we’re now in a neighborhood with children.
This is huge for our daughters.
Our Florida neighborhood was lovely, but it was mostly retirees. There was a brief time period when a girl near their ages lived next door and it was really nice to let them play together. But that was a 6-month rental situation. It ended and things got boring again.
So as we chose this house, knowing there would be other children in the neighborhood was really important.
They can look out windows, see other children playing, go outside to introduce themselves, and experience the joy of not having to go somewhere to engage with friends. It’s a pretty amazing transition for them.
And here’s how you can apply this little joy we’re experiencing to your newsletter:
You need to (intentionally) be where the audience you want to attract hangs out. If you don’t know where that is, find out.
Don’t go there to sell them something or to try to bring them to your newsletter.
Go there to become one of them. To understand them. To learn to write in their language.
This week’s issue is a little on the light side (let’s get real: you care about Apple’s changes right now and I get that, so I prioritized that news). But let’s not forget that open rates are just one of the ways we know we’re reaching people with our content. The relationship you use your newsletter to build transcends quantitative data.
We’re cooking up some ideas at Curated to help you through this challenge, so stay tuned for that.
Reply to let me know your thoughts and concerns, if you even have any.
Like this newsletter?
Let me know. Reply, email me at Ashley[at]optinweekly.com, or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.
Also, I’d appreciate it if you shared it with fellow email newsletter creators. All archived issues will be available on OptInWeekly.com, so you can send them the link to check it out.
Have a great week sending, y’all.
Thanks for reading (and sharing?),