Now that you’ve got subscribers signing up, the real work begins: keeping them happy (and subscribed). The number one rule is deliver the value you promised. If people joined for a “weekly tip” or a “free guide,” make sure you consistently follow through. When someone first subscribes, send that promised freebie or welcome content immediately (most email platforms allow you to set an automated welcome email – definitely use that). In that first email, you can also set expectations: tell them how often you’ll email and what kind of content to expect. This manages their expectations and reduces chances they’ll think any of your emails are spammy or unexpected.
As for content, here are some ideas: - Newsletter style updates: This could be a weekly or monthly roundup of things. For example, a summary of your latest content (“In case you missed, new video on X”), plus maybe some extra commentary, and perhaps external resources (like “5 links I loved this week”). Many creators treat newsletters like personal letters or columns – more informal, story-driven, or behind-the-scenes than a public post would be. This makes subscribers feel they’re getting to know you better. - Exclusive content: Share things you don’t post elsewhere. Maybe a longer form article, a detailed how-to, a bonus video, or even a private podcast feed. It could be as simple as a heartfelt story from your life or challenges you overcame – something you might not blast on Twitter but feel comfortable sharing with loyal fans. If you’re an artist, maybe you send sketches or early drafts. If a chef, perhaps one email a month has a secret recipe not published anywhere else. - Tips / Educational series: If you’re in a niche where you provide tips or skills, email is great for drip-feeding lessons. For example, a “Tip of the Week” email which is short and sweet but high-value. Subscribers might start looking forward to those Monday morning tips in their inbox. - Personal updates / behind the scenes: Email audiences often enjoy a bit more personal tone. For example, you might describe a day in your life as a creator, or the story behind your latest project – things that make them feel part of your journey. - Community interaction: You can use email to ask questions or get feedback. For instance, “Hit reply and let me know what you struggle with most in learning guitar,” which can not only give you great insights but also train your audience that you care about their input. Many people will be thrilled you actually read and reply to some emails (if you can, try to respond to a chunk of replies; it blows minds and builds superfans). - Announcements and Promotions: Of course, when you have something to promote – a new course, merch drop, live event, etc. – your email list is prime for that. You’ve earned trust by delivering value consistently, so when you occasionally have an ask (like checking out a product or sale), they’re more receptive. Just be sure not every email is a sales pitch; that can burn out subscribers. A good ratio might be like 80-90% purely value and 10-20% promotional. When you do promote, still focus on benefits to them and perhaps offer exclusive discounts to email subscribers as a thank you for being on the list.
One thing to note: maintain a consistent schedule if possible. It doesn’t have to be super frequent if you can’t manage (even monthly is okay as long as it’s high-quality), but make it regular. Consistency trains readers to expect your email (and they’ll be more likely to open if they recognize your pattern). It also keeps your list “warm” – if you let it go dark for too long, people forget they signed up and then might be startled by your email months later (and mark it spam or unsubscribe).
Also, craft engaging subject lines – that’s what gets your email opened. Be descriptive or pique curiosity, but avoid spammy clickbait (which might also trigger spam filters if too exaggerated). For example, instead of subject “Newsletter #5”, say “How I Overcame Creator Burnout + 3 Tricks You Can Steal”. Or “Your February Coding Challenge Inside 👀”. A clear or intriguing subject line leads to higher opens which leads to more eyeballs on your content.
And make your emails personable. Write as if you’re writing to one person (use their first name if your email platform allows dynamic tags – “Hey John, …”). A conversational tone works well – it’s email, not a press release. You want them to feel like they’re hearing from a friend or mentor, not a marketing department. Many successful newsletters read like a friendly letter; it builds a deeper connection.