Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to make sure your newsletter gets you the results you want.
A while back I talked about what not to do in your newsletter. As cathartic as that was for me to write, I don’t want my blog to be entirely negative, so here’s a follow-up on how you should run your newsletter.
1) Once Per Week. Max.
My biggest complaint in my previous post was the fact that I am constantly getting emails that don’t tell me anything new, which is a waste of everyone’s time.
Depending on your industry, different people will tell you different things about how often you should be sending out your newsletter. I send mine out once a week and a lot of other writers follow a similar schedule. I think anywhere from once a week to once a month is a good rate, again, depending on your industry. I have a couple local, independent business whose newsletters I get and I think I only hear from each of them a couple times a month, which is just about perfect. It lets me know what they’re up to and reminds me that they’re available without beating me over the head about it.
If you have the occasional sale or special event, that’s a good reason to break with your schedule and send out an extra email to let your subscribers know what you’re up to. After all, that’s why they signed up for your newsletter in the first place, which brings me to my next point…
2) Exclusive Deals
First of all, as I said in my last post, don’t ever promote a sale that’s not actually a sale. Your customers will be able to tell and they’ll shop somewhere else if they can get the same or similar stuff for a comparable price.
That said, if you have a legitimate deal, let your subscribers know and let them know before you tell anyone else. Better yet, have deals that are only available to your subscribers. People love feeling like they’re in the know and giving them sneak peeks and/or deals just for them is a great way to build customer loyalty. It also gives them a good reason to subscribe and to remain subscribers of your newsletter.
3) Repurpose Content
Content is still reigning supreme, which makes a lot of people feel overwhelmed at all the content they need to be producing. But what a lot of them don’t know is how much content you can repurpose. Blogs, newsletters, and social media can all be integrated so that you’re distributing the same content across all your channels. Not everyone who gets your newsletter will follow you on social media or read or blog and vice versa. So the next time you publish a new blog post, put it in your newsletter so your subscribers can be among the first to know.
4) Link to Your Website Only When It Provides Value
In my previous post I complained about a certain company tricking me into clicking through to their website, which raised their click-through rate, but did not get me to buy anything from them. I provide a lot of links to my website in my own newsletter, but I’m always very clear about where those links lead. They’re always links to my blog posts and I always tell readers what those blog posts are about before providing the link. If they don’t want to click through, they don’t have to. I’m not interested in leading people to my website who don’t want to be here because that’s not helpful to them or my business.
5) Solicit Feedback (and Actually Listen)
Another complaint I had about that company was its blatant refusal to take my feelings into consideration. I gave them feedback and they told me if I didn’t like it, I should unsubscribe.
Depending on how your newsletter is set up, your readers might be able to respond directly to the email. If they can’t, be sure to provide a link to your contact page so they can easily get in touch with you if they do want to follow up. You don’t have to follow every bit of advice or feedback, but at least take them under consideration and let your readers know they’ve been heard.
6) Build Relationships
A friend of mine recently said she’s not good at sales – she’s good at building relationships. It’s an excellent way to think about marketing your business and I absolutely encourage you to adopt that mindset (if you haven’t already). The pet supply store that pissed me off clearly wasn’t interested in developing their relationship with me – they just want their newsletter stats and my money and that attitude makes me much less likely to give them either.
Newsletters I Like
If you want to see good email marketing in action, you can always sign up for my newsletter at the top of this page. As for the other businesses I love subscribing to, links to their websites are given below:
What are some of your favorite newsletters?