Last year, I rebuilt the newsletter function for 6 B2B SaaS companies.
By breaking every "rule" the newsletter gurus swear by👇
Nobody tracked clicks
Nobody A/B tested a subject line
Not a single “We're excited to announce..." in sight
No “here’s our latest 3 blogs + a webinar”
My only rule: whatever the number of emails you think you need to write - delete half of them.
Most B2B co’s think to send newsletters regularly, they have to write them regularly.
Wrong.
Recycling 50% of our newsletter content INCREASED engagement (and cut our workload in half).
It's called the "Immortal Newsletter" strategy:
50% is timeless, high-performing content on rotation
50% is fresh, trending insights
Evergreen + ephemeral (revolutionary, I know)
Zero subscriber complaints about "repeat" content
2x faster to produce
Higher read rates than our previous "100% fresh" approach
Weird what happens when you stop reinventing the wheel every Tuesday.
After 12 months of testing with Growth Sprints clients (and doing it myself for 3+ years), I feel like an idiot for doing it the old way.
Most subscribers don't read every single newsletter. So they're actually missing your best content.
Get off the newsletter hamster wheel. It was always optional.
Or keep letting your content calendar run your life. I'm not your dad.
Here’s the ENTIRE thing, just for you (I’d love for it to be zero-click but its way too much for an email):