LETTRE
Newsletter, sign-ups and content
A visitor who leaves without giving an address will probably never come back, even if they found you convincing. A regular letter keeps that link alive without you having to think about it.
The only channel you actually own
Your audience on a social network is not yours: it depends on an algorithm that changes without warning and an account that can be suspended. A list of addresses collected with people’s consent stays yours, exportable and transferable.
It is also the most direct way to remind someone who hesitated that you exist. Most sales are not decided on the first visit, but on the third or fourth.
- GDPR-compliant sign-up collection, with clear consent
- Automated sending and open tracking
- Messages written with you, or proofread before sending
- One-click unsubscribe, with no obstacle course
Regularity beats frequency
One letter a month, kept up for a year, does more than a burst of six messages in a fortnight followed by a long silence. The rhythm has to be sustainable for you, otherwise it stops, and an abandoned newsletter does more harm than none at all.
What compliance actually requires
Consent must be freely given, explicit and provable: a pre-ticked box is not consent. Every message must allow immediate unsubscribing, and a deletion request must be honoured without argument. These rules are not obstacles, they also protect your reputation as a sender.
Frequently asked questions
Can I email addresses I already collected?
Only if those people agreed to receive your messages and you can prove it. A bought list or one scraped from directories is not usable: at best you get flagged as spam, at worst you are in breach of the law.
How often should I send?
Once a month suits most businesses. What matters is not the rhythm you pick but the one you will keep, and the simplest rule is still to send only when the message gives the reader something.
What do I write when I have no news?
Whatever you already explain on the phone all day. The questions customers ask before buying make the best content: useful, slow to age, and they position you as a professional rather than an advertiser.
Further reading
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