Newsletters

Why Lists, Not Events

A law firm sent quarterly thought leadership using Events instead of Lists. 200 general counsel got an email that said “RSVP to our newsletter.” Half replied asking if it was an actual event. No date was listed, but the format implied one.

Events have dates, calendar integrations, and RSVP tracking. Newsletters don’t. When you send a newsletter through an Event, guests expect a calendar invite and get confused when there’s no date or time.

Newsletters belong on Lists.

Events = board dinners, AGMs, webinars. Date-specific gatherings. Lists = newsletter subscribers, alumni directories, member groups. Ongoing relationships without dates.

Create your subscriber list.

Use a List to manage your newsletter audience. Import existing contacts or grow the list through event opt-ins.

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Send campaigns from the list.

Same campaign tools as event invitations. Different context, no calendar expectations.

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Let guests subscribe through events.

Add a survey question to your RSVP page. Guests opt in while registering for something else.

Creating Your Newsletter List

A List is your subscriber base. No dates, no calendar invites, no RSVP expectations. A permanent group you message whenever you have something worth sending.

Setting Up the List

The setup workflow

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1. Go to the Lists tab and click Create List.

2. Name it something specific. “Monthly Updates” or “Investor Newsletter.” Your team should know what this list is at a glance.

3. Import contacts or add them manually to build your subscriber base.

4. Customize your view with relevant columns, tabs, and sections.

Structuring for multiple audiences

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Create separate lists for different audiences or topics. An “LP Quarterly” list and a “Portfolio Company Digest” list keep your messaging targeted and your unsubscribe rates low.

You can also segment within a single list using tabs and custom fields. Different content for different audiences = separate lists. Same content, different tracking needs = one list with segments.

Sending Your Newsletter

Same campaign tools you use for event invitations. Select recipients from your list, compose your message, send or schedule.

The Campaign Workflow

Sending a newsletter

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1. Navigate to the Campaigns tab and create a new campaign or load a template.

2. Add recipients from your newsletter list.

3. Send immediately or schedule for the time that works best.

Including an unsubscribe link

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Include the unsubscribe link through the mail merge menu (the + button at the bottom left while drafting). Anyone who clicks it gets removed from future communications on that list.

Growing Your List Through Events

Every event is a chance to grow your newsletter audience. A subscription question on your RSVP page lets guests opt in while they’re already engaged.

Adding a Subscription Question

The setup workflow

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1. Open any event’s RSVP page.

2. Find the survey questions section. For basic RSVP cards, this appears at the bottom. For premium RSVP pages, look for Surveys in the left sidebar.

3. Click Add Survey Question, go to the New tab, and select List Subscription.

4. Write your question. “Would you like to receive our quarterly updates?” tells the guest what they’re getting. Better than a generic “Subscribe to our newsletter?”

5. Select the newsletter list you want subscribers added to.

Using multiple subscription questions

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Add multiple subscription questions to the same RSVP form. A firm running both an investor newsletter and a portfolio company digest gives guests the choice of one, both, or neither.

Each question connects to a different list. Guests who opt in get added automatically.