Most creators think staying top of mind means writing a fresh email every single week.

Here's what their week actually looks like:

• Sit down Sunday night to a blank screen.
• Stare at it.
• Panic-write something "good enough."
• Hit send.
• Do it all again in six days.

Heck, I've lived that Sunday-night dread myself (and that's why I switched to sending on Fridays 🤣)

But on a recent coaching call, I walked a client through the way off of the content hamster wheel, and I could see the exact moment it clicked for her.

She posts a new video on YouTube every Wednesday, so she asked,

The truth is, she'd probably get higher open and click rates with that strategy.

Why?

Because you get to stay top of mind for your audience in a way sending monthly never will.

There's also something active for them to do like watch your video.

You're training them to click and to consume your content.

With this strategy, you create a flywheel where

1. your email list drives clicks to your video,
2. which juices the algorithm to show your video to new audiences,
3. who you can sign up for your lead magnet to get on your email list,
4. and rinse/repeat.

It's a good cadence, but that's not the part that opened her eyes.

It's all about what I call the Evergreen Engine.

Once you've tested the weekly rhythm for a few months, you stop writing those emails live. Load them into an evergreen sequence instead.

A new subscriber joins?

Send them your welcome email (the first Lego brick you built last week) then start your evergreen sequence at email one to let the whole thing run on autopilot, in order.

And the videos you send don't even have to be new.

You can reach back into your archive and resurface something you shared six months ago to get traction again. Or heck, pull out something from five years ago. It's a great way to never let your good content die.

Once she realized what we were building, she lit up telling me,

That's the whole unlock, and it's not just theory.

My buddy John Meese has an evergreen sequence that's something like 80 or 90 emails deep.

Somebody joins his list, and for almost two years they have no idea he only writes a fresh email every few weeks. Everything else is already built and running in the background.

Write an email once and you can send it forever.

That's the difference between a newsletter that owns your Sunday nights and one that runs while you sleep.

If you need a hand getting your Evergreen Engine set up? Grab a time on my calendar where we can work on it together.​

Here's to writing once and sending all month!

Robby

P.S. Next week is the last email in this series, and it might be my favorite. It's the trick that lets your subscribers sort themselves into the right list, so the right people get the right emails at the right times without you lifting a finger (and it's bot-proof).

P.P.S. As a subscriber, you get exclusive access to some partner offers I've handpicked just for my readers. Click here to check out this week's offers.​