The biggest mystery in the world of planting is: how deep into the soil should you plant your seed. Here is the easy answer: a seed should be planted at a depth three times its thickness. Seeds differ in sizes from each other and need a specific depth in order to grow.

So when it comes to planning which newsletters to send out, it largely depends on whom you will be sending them out to. As your company progresses, you will be receiving a bunch of new subscribers regularly while your older subscribers have been there for quite some time. This is where you establish a “funnel” in your contact lists. This is basically where you separate each contact into categories based on how long they have been subscribed to you. In general, they can be segmented into three main groups.

Subscriber
These are the people that have made the wise decision in typing their email address into the sign-up box and clicking ‘subscribe.’ Consider them kindergarteners that have little to no clue about what your company is all about. After you receive notification on their subscriptions, you must immediately send out a welcome newsletter, thanking them for their interest, give them a short rundown on your company, and most importantly, show them how your service will be a resource for everything they need.
Lead
So these new contacts have decided to stick around. Good. Great. Sure they have browsed around your company site and clicked on a couple of landing pages, but what next? Now is the time to get them to commit. Send a newsletter with your latest promotions with special deals: “Buy one, get one free,” “Free shipping with purchases of $50 or more,” “Limited edition so-and-so,” or even just specific news articles that is tailored to their interests.
Customer
If all goes well, that subscriber-turn-lead will take the grand step and make a purchase, and you can now place them into the customer category. A purchase confirmation or a simple thank you email blast is a courteous way to end the transaction. But inject some personalization into there too. A good email marketing software allows you to track each item your subscriber purchased. This can be a great feature to add to an individualized newsletter where its shows the most recent item along with some new items that are similar and that the subscriber would like. Who doesn’t appreciate the extra effort the company takes to cater to their needs?