Last week when I rolled out this new newsletter design, I shared a bit about why design matters but I didn't really dig into why this email matters to me. At the end of the day, I am both a brand and a business and, though I love this newsletter and chatting with each and every one of you, I don't do it for altruistic motivations alone. Enter Jed Byrne of Oak City CRE who replied (as I invite you all to do) and asked — "What is the goal of your newsletter, and how do you measure success? This is a topic I'm very curious about and I think the answer would make for great content for your fans!"

Great question, Jed! The goal of my newsletter is twofold. First, it's a means of building community by offering content of value around marketing and communication. Some of it's my own (blog posts, podcasts, workshops, etc.) but a bulk are articles I find throughout the week. There is so much great content today that we're all missing a lot. Which is why I focus on curation and brand the newsletter ICYMI—In Case You Missed It. 

Second, all of this helps me build my personal brand, which is an asset I use in support of my speaking and consulting business, podcast promotion and sponsorship, and my work as an author (hence the redesigned links below). My personal brand is the connective tissue that holds all of this together and email specifically, as I write and speak about frequently, is still the best tool for building a personal connection with your audience. It's not governed by an algorithm, you own your list, and it's still where people turn for important business information.

How do I measure this? That's the other great thing about email. It's measurable. I focus on opens and clicks (my email service maps performance against average rates for my industry). I know who's interested and what they're interested in. I use this to serve up more of the right content. I also keep an eye on email unsubscribes so I know if I'm getting annoying. As I approached the redesign, I went through my email stats for the past couple of years and made the analog notes above that guided me on where to focus.

And, of course, I listen to what readers like you send me directly—like this very question from Jed. (Thanks again!) Also, when I see clients and friends, they often comment about how helpful the newsletter is. Though anecdotal, that's powerful. As my Ann Handley says, we should strive to create content that your audience would miss if it went away. That's my goal and how I measure it. 

Do you have a question about ICYMI, branding, marketing, or something nerdy like who my favorite Star Trek captain is? Ask away and I'll answer it here.