Written for you, every month, in your voice
Your Monthly Newsletter, Written for You
You've got a list. Some of those people have been on it for years, and they haven't heard from you since the last time something went out and you promised yourself you'd get back on schedule. The email that would fix that keeps not getting written, because writing it is nobody's favorite job and it's always the thing that can wait one more week.
We write it instead. One editorial email a month, finished, in your voice, from what you already know about your customers.
The situation
The email everyone means to send
Almost every business owner I talk to knows the monthly email is worth doing. It's the cheapest thing on the marketing list and the one with the warmest audience. It also has no deadline, no client waiting on it, and no one who'll notice on the fifth of the month that it didn't go out. So it slips, and then it slips again, and then it's been a quarter.
What usually goes out in its place is a roundup of links, or a note about the new hire, or a seasonal reminder that reads like it was written for no one in particular. Nobody opens that twice. The version people actually open is a piece of writing with something in it, authored by the business, aimed at one reader who has a problem the business happens to be good at solving.
Every month
What shows up, already done
Each month's email arrives complete. You're not getting a draft to finish or a template to fill in.
- A 300 to 500 word email, written from your briefs and proof points
- The headline
- Two subject line options
- Preview text
- CTA copy
- Layout mapping for your designer, or the whole thing loaded directly into your email platform if we manage that side
We work in whatever platform you already use. Nothing about this requires you to move your list or learn a new tool.
The numbers
Whether anyone opens it
Two of our clients have been running this long enough for the numbers to mean something.
41–67%
Open rate, landscaping client
Against a home-services average of roughly 15 to 20 percent.
30%
Open rate, estate planning client
Against a 27.4 percent legal benchmark, with clicks up about 43 percent year over year.
The reason is unglamorous. The voice gets set once and held, which is why month six reads as well as month one, and every email is written to the reader rather than about the company.
How it's written
We don't make anything up
Everything in the email comes from your briefs and your proof points, and we only use details we can source. We never invent a customer quote, and anything we can't confirm gets flagged for you rather than quietly assumed into the copy.
There's no heavy urgency and no discount-led language by default, and on a broad list the copy doesn't assume anyone's gender, relationship status, or where they are in deciding. For legal and other regulated clients, compliance review is part of the process rather than something bolted on at the end.
Questions we get before we start
Do we have to switch email platforms?
No. We work in whatever you're already using. If you'd rather hand off the finished piece to your own designer or marketing person, that works too.
Where does the content come from?
Your briefs, your proof points, and a short check-in each month. You know things about your customers and your work that we can't invent, so the check-in is where those come out. Everything else is our job.
What if we're a law firm or a regulated business?
That's a good part of who we already write for. Compliance review is built into how the email gets made, not added afterward, and anything that needs your counsel's eyes gets to them before it goes out.
Is there a contract length?
Month to month is the shape of it. The specifics are worth five minutes on a call rather than a paragraph here.
If the list is just sitting there
Send us a note and tell us what you sell and who's on your list. We read every one of these ourselves and reply within one business day, and if a monthly email isn't the right thing for your business we'll tell you that.
Part of Cascade's Email Marketing practice.