You may have thousands of subscribers to your newsletter but when you send your list an email, remember to write to one person at a time.

Don’t write as if you’re speaking to a group. Unlike social media, email is an intimate medium, sent from one human to another, who reads your message as if you sent it to them and them alone.

Don’t address your readers in the collective. Don’t say things like, “Some of you. . .”. Don’t even hint that there is anyone else reading your message.

A writer I follow put it this way:

“I just got an email today with the line, “I can’t wait to see you guys in the webinar!”

The comment was innocent enough, but it was enough to snap me out of the one-to-one conversation this person’s email had with me.”

Your readers no doubt get other newsletters. They read yours, or read yours first as many of my subscribers tell me, because you don’t just deliver useful information, you speak to them as a friend or colleague.

And people crave personal relationships.

Your readers know there are other people getting the same message. They also know they can reply and ask a question or continue the conversation, and they like knowing that a real person will read what they write.

Take advantage of email’s greatest strength and use it to build a relationship with your readers. At first, it may be a simulated relationship. Eventually, it can turn into a real attorney-client relationship.

How to write an email newsletter that brings in clients