How I write emails

I was asked on Twitter how I go about writing the Fat Stacks email newsletter. I never thought about it in detail. It's also not a one sentence tweet. I replied that I would think about it and write an email about writing emails. This is it. I don't have a formula. Not even close. --------------------------------------------------------------- -PAID AD- =​ This was gonna be an ad, but we thought you’d probably rather enjoy this pic of Big Jeff leaving for space on a penile implant built with your commission money. If you ever checked out our [Lessons Learned From Building & Selling 100+ DFY Niche Sites](=) article, you’d know that this is an old joke. 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I come up with topics to write about from these sources: => Questions from readers is a great source of ideas, so thank you for your questions. => Questions on the FS forum is also a great source. => Niche site Twitter is loaded with ideas. => My own niche site metrics prove useful. => But the number one source for email ideas for this newsletter is writing about what I'm doing with niche sites; what's working and what's not working. Take my email recently about [Strevio](=) (FATSTACKS coupon for 25% off your first year). I've been working Facebook really hard for a while getting good results thanks in part to Strevio. Hence, I sent a long, detailed email about what I'm doing for Facebook traffic promoting Strevio at the same time. I usually include actionable information in promotional emails. BTW, I have a Strevio follow-up email in the works. It's a list of Q&A from readers about my Facebook traffic strategy. The ONLY reason the Fat Stacks newsletter exists and continues after this many years is it's based largely on what I'm doing with niche sites. If it weren't for that, I don't think people would sign up or read it. I'd be spinning my wheels. How do I pinpoint topics based on what I'm doing with niche sites? As you've discovered, I don't have a set schedule for this newsletter. I don't promise you'll receive it on any given day or days of the week. I don't advocate this. I'm confident that when other marketers suggest having a schedule is good, they're right. I just can't be beholden to a schedule. What you get are emails when I have something to say and time to say it. Some weeks that's five. Other weeks zero. Usually it's one or two. I don't operate well with a schedule. It takes a chunk of joy out of my laissez-faire life. It's akin to having scheduled calls; no fun. I avoid it as much as possible. As for specific topics about my publishing biz, I just write about what I'm working on. It could be KW research, email, Facebook... whatever I'm working on that day or week. Usually I aim to make one point Most emails I write, regardless how long-in-the-tooth they might be, strive to make one point related to online publishing. I use examples, anecdotes, stories or give my opinion. Sometimes the subject matter appears to come out of left field but ultimately I get back on course using whatever metaphor or example to illustrate a point. My hope is it's always relevant. I'm sure sometimes I miss the mark. How do I actually write the email? I just write. I've developed a voice and style over the years. I follow that. It works. It's me being me. This email has evolved over the years. It was boring in the beginning. I did the old three sentences with a link to my blog. Nobody cared much. Then I started writing as if writing to a friend about what I do as a blogger. I stopped linking out to the blog. That resonated instantly. I continue in that vein to this day. That approach turned Fat Stacks from being blog-centric to email-centric. It's worked out well but that's largely due to the many monetization options a newsletter like this offers. Email-centric businesses aren't optimal in all niches. One area I could improve it is more humor. Injecting humor takes time; careful editing to get phrasing spot on. Sometimes I take the time for it but if I held myself to that standard every time, I'd never get them done. Do I model this newsletter after any others? The two biggest influences are the Ben Settle email newsletter and The Greatest Fool blog. While I don't email as often as they publish, I found their styles a good fit for me. I hope I've carved out my own approach but I suspect if you read those two publications, you might see a bit of a resemblance. Sadly, I'm not as funny as The Greater Fool. Garth is a superb writer; one of the best out there. Ben is punchy; a good mix of info and selling. Another great source I've been devouring lately to aid all my writing is reading [copywriting on Twitter](). Some share plenty of great tips for writing engaging content. I may not write sales pages but much of what's discussed there applies equally to email, articles... anything really. This newsletter is different and it's not for everyone Many emails in the B2B space are curated publications which is linking out to other articles. It's an effective model. I'm not knocking it. They do very well. I find them helpful now and then. I don't do that. I have no plans to do that. Doesn't seem fun to me. That's not why I publish this newsletter. People unsubscribe every time I send a newsletter. That's fine. It's not for everyone. I read many newsletters in our space and it's safe to say I have my own style which is something to strive for. What about my niche site newsletter? Currently, that's just a bunch of links to articles on my site. It's not like this newsletter. I suppose it could be but the links work just fine. In other words, there's not a whole lot of thought going into it. I delegate that newsletter these days. That's not to say I won't fire up something more like this newsletter down the road. I have some thoughts brewing about that based on a newish direction I'm taking my main site. Interesting fact: I'm in a visual niche yet I get a far higher click through rate in emails with text links to articles. Go figure. Give it a try. It sure makes putting them together easier. By higher CTR, I'm talking nearly double. Can you do something similar to the Fat Stacks newsletter in your niche? Yeah, absolutely. It's a lot more work than simply linking out to articles on your website. You could do both methods if you like. There's no set rule; your newsletter, your rules. It's only worth putting this kind of effort into a newsletter if you enjoy doing it and/or can figure out ways to monetize it well. Not terribly actionable but that's my answer I recognize there's not a whole lot of actionable information here as to how I write this email publication. If you want one takeaway, it's be yourself. Write emails as if you're writing an email to a friend. You don't always have to offer concrete, super duper helpful tips. A mix is good. People read emails for reasons beyond actionable tips. I know I do. In fact, I get bored with only concrete info. I like newsletters that have some character to them. I suggest you strive for that. It works. It's not the only way but it's a way. Jon Fatstacksblog.com P.S. Ever wonder what blogging tools and software I use? [Check out the updated list and redesign here](=). DISCLAIMER: The link to [Strevio](=) in this email is an affiliate link. 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