# The newsletter strategy guide for publishers | Letterhead

Canonical: https://www.tryletterhead.com/guides/newsletter-strategy-guide.html

Free white paper

# Build an audience you own, in four plays.

Search and social traffic can disappear with one algorithm change. This guide covers four ways to build the audience you own, from the team that built WhereBy.Us. Read it here or download the PDF, with no form in the way.

[Read it here](#read)[Download the PDF 18 pages](/assets/guides/newsletter-strategy-guide.pdf)

Scroll through the white paper above, [open it full screen](https://presentations.tryletterhead.com/newsletter-strategy-guide-7c4a2e/), or [download the PDF](/assets/guides/newsletter-strategy-guide.pdf).

## What's inside.

### Personality

People follow people. Put your team's names, voices and expertise up front, because readers trust people more than brands.

### Content

Put your existing work to work. Your site and social feeds belong in every send, and a little original writing makes it something only you offer.

### Growth

Ask for signups everywhere: every page, every login, every product. Then let a referral program turn your biggest fans into a growth engine.

### Revenue

Build monetization in from the first issue. Design ad units up front, and run direct-sold, self-serve and programmatic together.

### Owned, not rented

Search is rented from Google and social from Meta. Email is the channel that stays yours when an algorithm changes.

### The metrics that matter

Which numbers actually predict a healthy newsletter program, and which ones to stop reporting.

## Put the playbook to work on your newsletters.

We'll walk through it with you on newsletters like yours.

[Book a demo](/lp/test-drive.html)

or [ask us a question](/contact.html)