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How to Get Double Digit Responses to Your Email Newsletters
Since the beginning, I have published newsletters to promote my business. Even though I barely had anyone to promote to, I pushed myself to write articles and put them online (and now the blogosphere). These days I enjoy creating and sending emails to my subscribers (love you guys!). It’s like a delicious ongoing marketing experiment that I get to do over and over again, and each time there’s something new and interesting to talk about. The results have been good to say the least:
1. Increased brand strength – it’s a nice way to get personal without cold calling people (eew)
2. Increased credibility – Good articles usually come from a place of knowledge and passion
3. Increased lead generation – The fact that interested parties get to know you through the newsletter is a soft sell that many appreciate in the Marketing Overwhelm era
I started with a free list management service but eventually switched to Aweber and have never looked back. Aweber isn’t cheap, but it’s a no-brainer when you consider the easy-to-use interface and tracking tools that come with your service (and it’s getting better all the time). I’m happy to say that I’ve enjoyed double-digit open rates and sometimes even double-digit click-through rates on many, many of my newsletters.
How I have achieved these results is very simple and I believe you can do it:
1. Simplicity rules. A long time ago I stopped working on graphics and HTML pages. Yup. I am a marketer and a writer. Not a graphic designer. Also, I started to notice that a lot of heavy hitters send out either text newsletters with simple links, or very simply formatted HTML emails that are almost as clear except for a few images of the company logo. Switching to a zero-graphics format with a few links has saved me a ton of time, and in turn, allowed me to produce valuable news more regularly.
2. Timetables are boring. And I don’t stick to anything in my newsletter. No, I only email when I have something to say that I think is interesting or useful. The only rule of thumb I have is that I don’t let more than about a month go by without contact. Although I’ve also broken this rule, but hey, I’ve been popping out babies for the past few years (and the baby factory is now closed, thank you very much). Personally, I think this keeps things interesting for readers. I think if they see the same email from the same person on the same day and time every week, they’ll eventually put their trigger finger on autopilot and I’ll put my trigger finger on auto-DELETE.
3. The subject line is your friend. I’ll say it again: The subject line is your friend. So take the time to write something unique for each blast you post. “Jane’s Newsletter – Edition 173 doesn’t cut it. Remember, people’s mailboxes are literally overflowing these days and most of the mail that comes in is ignored, moved to a folder or left in the trash. Your subject line should trip readers up. To stop the robotic routine they go through every morning, when they check their email and think for a moment “Mmm, that looks interesting. Maybe I’ll just look and see what Jane has to say this morning.”
4. Originality will take you everywhere. Or maybe I should say personality because YOU are 100% original. Why people are afraid to reveal themselves is a complex subject. But if you don’t start practicing this at least in your marketing communications, you’ll become another entrepreneur lost in a sea of mediocrity. Yes, people want to read something useful, but it’s no secret that the Internet, your friends, family, colleagues, and the other 300 gurus your readers have already subscribed to are already full – and giving advice. You have to be creative with your delivery because HOW you deliver content IS your brand. And your brand is what makes your readers want more of you and less of other gurus spouting generic guru stuff.
5. Keep your spam meter as low as possible. If you don’t, your subscribers’ increasingly aggressive (and for good reason) spam filters will filter your emails and discard them. Try to keep hyperlinks to no more than about 3 or 4 in the email itself. These include a link to your website, a link to the full article if appropriate, and perhaps a link to the affiliate you are promoting. Avoid repeating words and phrases like free, financial, make money, work at home, and yes, sex. Spam filters don’t like them either.
There’s a lot more I could tell you, but these five tips alone are guaranteed to make a big difference in your email newsletter responses and click-through rates. Are you getting drunk now? Your fans are waiting to hear from you.
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