Why You Should Make Your Newsletters Public After Sending Them To Your Email List

Tell me if this sounds familiar: You spend an hour or more writing a weekly newsletter for your email list. You pour your heart, energy, and effort into each edition, but after you hit “send” and get that first influx of opens, that content seems to just… disappear.

Buried in your subscriber’s inboxes. With no way for people who subscribe later to discover and read it.

The creatives I work with at Sunny Send Up write emails that are SO value-packed with tips and beautiful storytelling that they deserve a longer shelf life.

The good news is that it IS possible to get all the benefits of email marketing while also keeping that content evergreen and discoverable for future subscribers.

The Solution: Email Newsletter Archives

An email newsletter archive is a space where you publish and host your past emails after you send them out to your email list.

You could do this on your website – like on your blog or on its own separate feed.

You might also use an external platform completely separate from your website, like Substack.

Regardless of how you do it, the point is to create a public backlog of all of the valuable email newsletters you spent writing. By making emails public after the initial send, you’re ensuring that content is easily accessible to subscribers long-term AND discoverable to new subscribers and potential clients.

Not only do you get the power and intimacy that comes with email marketing, but you also get an evergreen content strategy out of it.

4 Reasons to Publish Your Newsletters in an Email Archive After Sending

1. Brings your old content back to life

As a small business owner, you’ve likely been told you need to be on multiple platforms, creating new content consistently – and you’re supposed to do this while also running your biz and managing clients.

Hiring a marketing agency like Mango Marketing if it’s in your budget is a great option, but you can also make content creation less overwhelming by republishing what you already have.

Your past emails are likely a goldmine of stories, tips, and unique perspectives that you can revive and reuse. If they connected with your email list once, making them public in a newsletter archive gives them the opportunity to keep working for your business.

2. Lets people sample your content before subscribing

Making your past newsletters public helps you capture curious lurkers who think they might want to subscribe to your list, but are wary of opting in to yet another email list when their inbox is already cluttered.

If you prove your content is valuable straight away by sharing links to past editions, you’re more likely to convince them to opt in – AND you’ll be able to pre-qualify subscribers and weed out those who would’ve never bought from you or eventually unsubscribed anyway.

3. Boosts your SEO

If you don’t have time to blog consistently, or your current long-form content strategy is nonexistent, recycling your email content can be a simple way to fill in the gaps.

Every newsletter you publish is another chance to connect with new readers who haven’t discovered your brand before through SEO keywords. And if you’re strategic about internal linking, they can also serve as a bread trail back to your website, offers, and other content.

4. Strengthens your marketing funnel

Email is typically a mid-funnel marketing channel for small business owners. People on your list know who you are and opted in to hear from you.

But if you make your newsletters public after sending them, you have the opportunity to be discovered by brand new audiences and build trust with them BEFORE they ever even subscribe. Archiving your email newsletters turns them into top-of-funnel marketing content that’s discoverable after it nurtures your existing subscribers.

The Takeaway

When you’re a small business owner, every minute you spend on marketing needs to COUNT. If you’ve committed to sending your audience a regular newsletter, you can easily make your efforts stretch further by republishing that content into a dedicated archive.

Then that archive can continue working for you, serving as a discovery tool for new clients and a valuable resource library for existing subscribers.

About Charlee Rey

Charlee Rey is the founder of Sunny Send Up, where she turns email newsletters into search-friendly blog posts and discoverable archives for service providers. She helps creative entrepreneurs extend the life of their content so it continues working for their businesses – because good ideas deserve more than a 48-hour shelf life.