Read this as a manifesto for better SaaS newsletters.
Besides being a marketer myself, I’m subscribed to numerous newsletters from SaaS companies. So I noticed a recurring problem: many newsletters follow the same, unattractive structure. They often include a list of recently published content and product updates, which does little to engage or retain the interest of their audience.
The Problem with Standard SaaS Newsletters
1. Here’s What We Published Recently
Unless your brand has established strong thought leadership and features well-known subject matter experts (SMEs) as writers, this type of content can be unappealing. Readers generally seek value and insights rather than a simple aggregation of your latest blog posts.
2. Some Product Updates
While product updates are crucial, they’re not always what your subscribers are looking for in a newsletter. Most subscribers want actionable resources, hands-on tips, and valuable information, not a product pitch. Product updates are better suited for dedicated emails, in-app messages, and changelogs.
The Missing Piece: A Changelog
Before diving into the essential elements of a great SaaS newsletter, it’s important to highlight the role of a changelog. Many SaaS tools overlook this crucial feature. A changelog provides a dedicated space for product updates, ensuring your newsletters can focus on delivering unique, valuable content.
Creating a Stand-Alone Product: Your Newsletter
To make your newsletters stand out and be genuinely valuable, treat them as a standalone product. Here’s how:
1. Give People a Reason to Open Your Newsletter Every Time
Your newsletter should be something your audience looks forward to. This means providing consistent value in every edition. Include exclusive insights, actionable tips, and content that solves real problems for your subscribers.
2. Provide Unique Content by “Gating” It Behind Your Newsletter Subscription
One effective strategy is to offer exclusive content available only through your newsletter. This could include in-depth articles, exclusive reports, or special guides. By gating this content, you create a compelling reason for people to subscribe and stay subscribed.
3. Avoid the Temptation of Curating Everything
While it might be tempting to curate content from around the web, it’s more beneficial to create original content. Your subscribers are looking for your unique perspective and insights, not a list of links they could find elsewhere.
4. Choose to Provide Tips, Use Cases, Opinionated Posts, and Other Unique Content Over Reposting
Instead of reposting content, focus on delivering unique, valuable information. Share practical tips, detailed use cases, and opinionated posts that reflect your brand’s voice and expertise. This approach helps you build a stronger connection with your audience and positions your brand as a thought leader.
The Key to Building a Successful SaaS Newsletter
To accumulate thousands of subscribers and build a dedicated following, your newsletter must offer more than just product updates and recent posts. It should be a source of valuable, unique content that your audience can’t find anywhere else. Here’s a step-by-step guide to help you achieve this:
Step 1: Define Your Audience
Understand who your subscribers are and what they need. Conduct surveys, analyze data, and create detailed personas to ensure your content is relevant and valuable to your audience.
Step 2: Create a Content Plan
Develop a content plan that outlines the type of content you will include in your newsletter. This could include tips and tricks, case studies, expert opinions, industry news, and exclusive insights.
Step 3: Write Compelling Subject Lines
Your subject line is the first thing subscribers see, so make it compelling. It should pique their curiosity and give them a reason to open your email.
Step 4: Design for Readability
Ensure your newsletter is easy to read. Use a clean, professional design with plenty of white space, and break up text with images, bullet points, and subheadings.
Step 5: Measure and Improve
Track the performance of your newsletters. Analyze open rates, click-through rates, and other key metrics to understand what’s working and what’s not. Use this data to continuously improve your content and approach.
Ready?
A well-crafted SaaS newsletter can be a powerful tool for building a niche brand following and delivering significant ROI. By treating your newsletter as a standalone product and focusing on providing unique, valuable content, you can create an engaging and effective communication channel that your audience will look forward to.
Remember, the key is to deliver consistent value, avoid generic content, and continuously refine your approach based on feedback and performance data. With these strategies, you can transform your SaaS newsletter into a must-read resource for your audience.
Alexandra Cote 🚀 