Your newsletter is a powerful tool. It’s a direct route to more business, if you use it well.
Let’s be honest, nobody wants another newsletter, so people won’t just ask to be on your list (with a few very rare exceptions). You need to offer an ethical bribe to encourage people to join your list – then to deliver great value to keep them on your list.
Build your list
Your lead magnet (the ethical bribe) offers something free that your target audience will see to be of value. The better targeted this is to the kind of people you want to attract, the more power your list will have. My advice to clients is to create a lead magnet that is very specific to their ideal client, rather than of broad interest. The problem with generic lead magnets is that a lot of the people who sign up for it will not be potential clients and then your list will take a lot more work to monetise.
Obviously, the online platforms that specialise in email marketing – like AWeber, Mailerlite, ConstantContact, MailChimp, etc. include an automated unsubscribe option, but a good newsletter will keep your readers engaged. TIP: Don’t try and use your own email platform – that’s the quickest way to get your account shut down!
Lead with value
Nobody wants to know what your business is doing – unless there’s a significant benefit to them. But people are thirsty for information, that’s what you lead with – the how to, step-by-step guides, checklists, tips, etc. that will give them useful information.
That doesn’t mean you can’t include offers too. Whether your offer is a seasonal special or something exclusive to your newsletter readers, make sure that the headline taps into ‘what’s in it for me’ and is concise and focused.
Create your own style
The newsletters that I engage best with have a very personal style that makes me feel like the writer is speaking directly to me. It needs to be appropriate for your business, but showing your human side is the best way to get people to continue to engage with your email and open your newsletter every time it lands.
Marketing to your list
Many people are worried that sending pure marketing emails to their newsletter list will result in lots of unsubscribes. However, remember that people have signed up because they want what you offer in expertise. Offering services or products that are related is not going to upset them – they may not choose to buy, but some will.
The secret of good email marketing is to deliver value in every communication – as well as making your offer.
Look after your list and it will develop into a powerful marketing tool.
