Everyone’s pumped to start email marketing until you’re hit with your first roadblock:
Creating an opt-in.
Or, a freebie.
ANYTHING to lure in new subscribers so you can start emailing them!
But good freebie takes a lot of time and usually multiple reps before getting it “right.”
This adds too many barriers for YOU to get started, and might be an unnecessary step if you don’t have an idea locked & loaded.
And if you have a lot of freebies, it’s because you don’t have ONE that works well.
So we’re going to bypass the whole freebie project because the faster we can get folks on your list, the faster we can start warming them up to BUY YOUR STUFF.
Respectfully, nobody wants to join your newsletters (sorry).
Instead, we are going to treat your entire email list like a giant freebie instead!
When you treat your email list like an OFFER and consistently deliver on a PROMISE, there is value.
Just like folks trade email for value-freebie, they will trade their for value-emails.
This is called a “productized newsletter.”
In this blog post, we’ll break down how to create yours so you can stop putting off email marketing and bring in more pre-qualified leads!
Over the last year, 52.4% of my subscribers have directly opted into The Copy Cantina, my productized newsletter.
It’s played a huge role in my ability to have a small list (legit under 1000 people) that generates multi-6 figures annually.
Now that I have your attention…
Soooo… wtf is a productized email newsletter?
A “productized newsletter” is when you treat your email list like an actual offer, delivering consistent value so people sign up for your emails the same way they would for a freebie.
It includes:
- A name for your newsletter (not just “jOiN mY NeWsLeTtEr”)
- A “Promise” to set expectations around what content they’ll get
And also, you ACTUALLY sending them emails after they join…….. we’ll write another blog post on that later.
You like examples? I like examples.
Here’s Kate Solovieva, Health Coach & Business Mentor:
You can join The SuperCoach Diaries here.
SuperCoach Diaries: Unexpected reframes to coach yourself into action, even when life is crimping your style and fucking up your best efforts.
And then GG Hawkins, Filmmaker & Director:
You can join Making it with GG Hawkins here.
Making It: Embrace the messy, uncertain, and wonderful career and craft of making your own movies.
You’ll notice neither of these are saying you’ll get “tips & tricks!” or “it’s like grabbing coffee together!”
A productized newsletter isn’t a dumping ground for random updates, monthly recaps and / or only promotional emails.
You’re expected to fulfill on the backend with whatever type of content you’re promising.
YUP, that means you need to actually email your list!
When you invite folks to join your newsletter, you’re not reeeeally selling the newsletter. You’re selling what’s inside and on the other side.
After you watch the “Productize Your Newsletter” training, you’ll get access to a library of other examples from other brands!
Sure, this list building model is a total shortcut but here’s why it WORKS:
You’re pre-qualifying your subscribers
When you’re upfront about what your emails are about, you’re attracting subscribers who give a shit about your perspective.
They are literally signing up to hear more about your expertise and are innately more qualified for the offers you sell.
I gatekeep my freebies and instead of sharing them from the jump to bribe folks to join my list, I actually offer them on our 1 month anniversary. (AWWwww!)
This keeps freebie hoppers off my list, and rewards subscribers who stick around.
Plus, I can observe what freebie they’re interested in and segment accordingly to sell them more relevant offers.
You get to skip the freebie iteration process
Lots of marketers position creating a freebie as the first step of list building, but it’s such a long process.
You don’t know what you don’t know.
It might take you months or years to figure out what kind of freebie will be a grand slam with your ideal audience.
Your best bet is to give that process room to breathe, develop and co-create it with your audience. A solid freebie is GOLD, so give yourself permission to not rush through.
Productizing your newsletter gives you an opportunity to start list building immediately.
This is a win-win, removing the most common barrier I see folks face with their email marketing strategy.
It’s scalable & evergreen!
Most freebies stop converting after a while. You either outgrow them, your audience shifts or they just don’t hit the same way anymore.
That means you’ll always come back to square one making something new.
A productized newsletter doesn’t have that problem. Once you’ve defined the promise behind it, you can deliver on it consistently without re-creating the foundation every few months.
It scales naturally because as more people join, they’re all signing up for the same ongoing value.
It’s evergreen because it stays relevant as long as your expertise does, and you can evolve the content without scrapping the whole thing.
You’ll get compounding growth without constantly reinventing your list-building strategy.
You can see results with a tiny audience
You don’t need thousands of subscribers for this to work. (THANK GOD)
A productized newsletter is built around a clear promise, not volume. Even a list of 100 people is more than enough to prove the concept and start making sales!
And y’know, small lists usually convert better.
They’re made up of folks who actually want what you’re sending. They’re closer to your offers, more engaged and easier to build relationships with.
A smaller, tighter list often buys at a higher percentage than a massive one padded with freebie munchers.
This makes productized newsletters one of the only list-building models where you can see traction early and get real revenue going without waiting around to hit “big list” status.
You’re building trust from day one
I see LOTS of lists go cold because folks only show up when they want to sell something.
Subscribers aren’t use to opening, so sales emails TANK.
With a productized newsletter, the value starts right off the jump. Every email is fulfilling on the exact promise people signed up for.
That builds trust with:
- Reliability: You show up when you said you would, and subscribers see you as dependable
- Relevance: Each email reinforces your expertise on a specific topic, which positions you as an authority
- Reciprocity: When folks consistently get value, they’re more likely to give back (opening, engaging, BUYING)
See how we’re turning what use to be a “weekly tips & trips” email to a newsletter that builds trust?
That’s the process I take you through in my “Productize Your Newsletter” training, so that every email conditions your subscribers to expect value, which will make your PAID offers feel like the obvious next step.
Why this is the only list-building model I put my name on
Productized newsletters are my go-to strategy, and even I did this for Pass the Queso for the following reasons:
You get recurring revenue without extra launches
Productized newsletters create consistency in your list.
Instead of leaning on a one-time freebie to lift heavy for an upcoming launch, you’re building an audience that’s ALREADY invested.
So each sales push lands harder because you’ve been warming folks up all year long – not just when you’ve had the energy to create and promote something new.
Your literal newsletter becomes the lead magnet, which gives you a steady pipeline of ready-to-buy subscribers.
Steady list growth you can count on
Lots of folks have a feast or famine approach to selling.
And we can backtrack it all the way back to your email list. Even as far back as list-building tactics.
You make a new freebie, see a spike in subscribers aaaaaand watch it stall out until you figure out the next shiny opt-in.
It’s not sustainable and you’re just gonna be stressed in between the spikes.
A productized newsletter compounds over time, so you have predictable and consistent lead growth.
It’s the difference between starting from ground zero every quarter and knowing there’s always a baseline of new faces coming in each month.
SUPER effective for thought leaders and creators
If your voice and perspective are part of your offer, this is going to work SO WELL for you.
Your business is built on expertise. And a productized newsletter doubles down on that!
If your brand runs on expertise, this model turns your POV into a magnet to attracts buyers.
Plus, it’s a natural fit for solopreneurs who love async, “low-spoon” models.
Pass the Queso’s “Productize Your Newsletter” training will make sure you can deliver consistently without running yourself into the ground, and you don’t need a giant audience to see results.
What makes this different from other email marketing?
Productizing your newsletter is a strategy that is part of your overall email marketing strategy.
They’re not the same, so lemme break it down:
→ Newsletters are about adding value to your list. You show up, deliver on the promise and build trust. Every email is proof that subscribing to you was worth it.
→ Email marketing is about extracting value from your list. This is where launches, promos and sales emails come in. You’re using various email strategies & tactics to move people from free to paid.
It’s hella common for folks to only focus on ONE of these.
They either email their list weekly, dust their hands and go, “Well! I did my email marketing!”
Or, they only email when they have something to sell.
A productized newsletter keeps the “adding value” side of the equation going. You’re building credibility and trust right out the gate, so you don’t have to scramble later.
When you DO send a sales email later, it lands with an audience who has been paying attention all along.
The big difference here is that newsletters aren’t just for “staying in touch.” We position it as an actual offer, to bridge between list-building and selling.
Productized newsletters make your email marketing far more effective.
Feeling hot & bothered for your own Productized Newsletter?
I don’t blame ya.
You get to skip the long, reiterative freebie creation process. You get only the most qualified of leads on your list. You get to build trust & authority right out the gate.
What the FAQ? (Questions folks ask me about productized newsletters)
Can I productize my newsletter if I have 0 subscribers?
If you just started, or lit your old list on fire – congrats! You’re starting hella strong.
This is absolutely something you can and SHOULD do to set yourself up for success with your email list.
What’s the difference between a productized newsletter and a regular one?
A productized newsletter treats your emails like an offer, something very focused and consistently delivering upon a promise.
A regular newsletter is spontaneous and all over the map, since you’re inviting folks to join a vague “weekly email.”
Can this work for my specific business?
Obviously I don’t know what your business specifics are, but if you are selling anything centered around an expertise and perspective, – 500%, this will work for you.
Where can I learn how to make a productized newsletter?
LOVE THIS QUESTION. (Which is why I wrote it.)
You can grab my “Productize Your Newsletter” training & Notion page to get the lowdown and launch yours!
