What Doesn't Scale

As you continue to deliver value through your newsletter, the number of subscribers is naturally going to increase. When this happens, it might prompt you to start thinking about how you might be able to automate to increase scalability.

It’s not unusual for newsletters to send new subscribers a welcome email, or add them to an introductory sequence. These can direct them to the best or most helpful material, or allow them to provide feedback as to why they signed up.

Automations are incredibly practical - but, for as long as you can, you should avoid using them.

Because when you automate, you’re creating a situation where you’re talking to your subscribers without really seeing them as individuals. Their first interaction wth you won’t actually be with you; an interaction that might make assumptions about which material they’ll find valuable, or ask them to fill out a form they don’t know will ever be reviewed.

When someone signs up for your newsletter, reach out to them directly. Be genuinely curious about them and their background. Ask them what they’d like to learn from reading your newsletter. Want to get to know them not just as a subscriber, but as a person.

This isn’t an approach that scales - because the best, most meaningful things you can do don’t.

Only consider automating if you find your newsletter consistently gaining a volume of subscribers that it would be unrealistic to be able to communicate with individually. Even then, make it clear that you do genuinely want to learn more about them and their challenges, and that you will get back to them if they reply.

Everyone wants more subscribers, because that number increasing is a concrete sign that new people are finding you.

But the goal is not to be popular - the goal is to be as helpful as possible to your ideal customer.

Getting an automated email when you sign up for a newsletter isn’t entirely unexpected - and if a newsletter grows large enough, at least some automation might be inevitable.

But you should embrace what doesn't scale for as long as you can.

Because you should enter every new relationship by putting your best foot forward.