If you have content where relevance doesn't depend on timing, you can build an evergreen flow that runs indefinitely.
22. april 2025
Our own newsletter is kept very simple, and runs automatically with both time-bound and non-time-bound content.
For a small company like ours, the simple infinite flow is our primary email marketing effort. For companies with more resources, more recipients and more content, a flow like this can also be highly relevant – there it can just make up a small part of the overall email marketing effort.
The main content in our newsletters comes from our blog posts with inspiration, tips and tricks that do not depend on being published at a particular time.
The other type of content is also blog posts, but these do depend on going out at a particular time. That might be us taking part in a conference, having new financial results, or hiring a new colleague.
We send a newsletter to every recipient every 3 weeks.
Each recipient follows their own schedule, with the first mail on the first Tuesday after signing up (but at least 5 days after sign-up).
Each newsletter contains one article / blog post and one or more news items.
Both articles and news items are pulled automatically from the website.
Every article has a priority order, which I decide on when I write the article.
Every news item has a start and end date, controlling when it may be inserted into the newsletters.
Each recipient starts by getting the highest-priority article, so that over time every recipient gets every article, in the prioritised order.
In each newsletter – besides the one article – the news item or items relevant on the day the newsletter goes out are inserted.
When I write news items, I consider which date range they may appear in the newsletter, and whether they should be shown before or after the article.
The subject line and preheader in the newsletters come from the article or news item shown at the top. I write specific subject line and preheader text for each article and for the news items I choose to show at the top of a mail.
In our own case we do almost no advertising, we have very little traffic on our website, and we get most sign-ups from our network or personal invitations.
So right now I only have a single dedicated welcome mail, which in return is personal and exists in 5 different variants depending on where the sign-up came from.
If you get a lot of new sign-ups who know very little about your company in advance, it can be a good idea to have a few more mails at the start of the flow, so you introduce your company a bit more to the new subscribers.
In our case every subscriber starts on the infinite flow once they have had that one welcome mail.
When I write blog posts for the website, I set a date at the same time for when I will next revise the content of the article (typically every six months).
I am well into automating more of my process for producing the individual articles, and for getting ideas about what to write about. But I will certainly go on putting my own stamp on our articles.