Production time is the biggest thing that keeps a newsletter from being great.
You have to produce something brand new every week.
The “hamster wheel” burnout sets in.
Lots of internal stakeholders that want their “stuff” featured.
But, what if half of our newsletter was already done?
AND what if it was our readers favorite?
The Immortal newsletter is all these things, and more.
What is an immortal newsletter?
The Immortal Newsletter is a split between a weekly autoresponder/nurture email sequence + sort ephemeral weekly emails.
These can both be sent in the same week, or alternate every other week.
Part 1: Evergreen (Greatest Hits)
It’s imperative that this newsletter feels like it’s being sent from a colleague, not a corporation.
In the first half, we’ll set up everybody who signs up to receive a welcome email + get added into the evergreen cadence:
From there, we will add them into a sequence with as many of our greatest hits as possible. These should all be “zero click content” where all the value lives in the newsletter email itself.
Once added, subscribers will receive a greatest hits email for as long as we have the sequence running. In my newsletter, I currently have 26+ of these.
The goal of this is to have a truly great newsletter, not nurture/onboard people into our product. Most of these emails will genuinely exist to help our ICP do their job better and help them with the biggest problems they have in their work/career.
Part 2: Ephemeral (Current Events)
Our ICP is always time poor.
Thus, curation is valued quite a bit. If we can become the source for curated news and insights, we become the industry’s top newsletter.
We will alternate the evergreen emails (either 2x weeks or alternating every other week) with broadcast emails that are one-off.
These do not need to be time intensive, but the curation is the value here, so it matters.
What we include here should be sourced directly from our ICP.
These emails could be as short as 3 quick links with descriptions (again, non-corporate links), or could be built out to have multiple sections based on the bucketed topics our ICP cares about most.
👉 Example
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