First, for certain industries such as non-profits or education, newsletters are a great way to go. People on their contact lists want to have news updates. Usually, these groups have regularly scheduled events, programs or classes. The newsletters can be scheduled to go out once a month to the contact lists.
However, those of us not in those industries, you will want to send out more than one email per month.
Say you want to book more appointments, or gain new clients, write your emails addressing your customers needs or “problems” You want to write stories about certain topics around your business to address your customers questions. It’s storytelling 101!
Always include a call to action - a way to get in touch with you. Then send out to your entire contact list - no need to segment your list because you want to reach everyone. Email marketing software that will help you schedule your email are Constant Contact, Mailchimp or Vertical Response and many others.
Here's a suggestion - I always tell small business owners to batch create your content. This is creating and writing your emails all at one time.
This helps you send out a consistent message and be efficient with your time. Do this instead of being spontaneous and sending out emails at any time and, in the end, creating more work for yourself.
Do you want more advice on how to craft your email marketing message?