Thread by @jspector

Newsletter creators often ask me why they should publish their newsletter online in addition to sending it out by email.

As one person said, "I'm not seeing why someone would want to sign up if you publish an archive."

Here's my answer...

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1/ Look at it from a different angle.

Your goal (in theory) is to provide as much value as possible to as many people as possible.

That means you want to make it as EASY as possible for people to consume it.

2/ To do that, put it everywhere.

Don't put obstacles in the way of people getting it.

If the content's good, some people will love it (which is the goal) and those people will want to subscribe because they won't want to miss any of your stuff in the future.

3/ Getting your newsletter by email is a service you offer that saves people the trouble of having to constantly check to see if you've posted something new.

When you make people jump through hoops to get the content, you're reducing the number of people who will see it.

4/ You're also reducing your potential audience and muddying the waters of your list.

You're getting people who subscribe out of initial curiosity and who may or may not really care about your stuff after they see it.

That's not your ideal audience.

5/ It also hurts your open rates, engagement, and is misleading about your progress.

It's fine to include some extras in your newsletter to make subscribers feel special, but your most valuable content should never be locked away.

It's your best shot at growing your audience.