The most important line in your newsletter is the email subject line. It should include a strong benefit, ask a relevant question, or spark curiosity. Clearly mine had done the job and intrigued him enough to open it. Great! But then I’d lost him for good. Not good.

Newsletters are a really useful tool in your content marketing toolbox. Probably the most important one. If you’re in the business of expertise you need somewhere to share your ideas with the world so that potential clients can find you.

But how do you create a newsletter that people will welcome and read?

Two months ago I wrote a blog about the first week of being in lock down. I’ve just reread it, anticipating finding different words on the page. Two months seems like an age, and I feel more grounded now, so I was expecting to find something more naive and jittery. But actually it’s pretty sound. I surprised myself.