Sending out newsletters is big business. I do it for my company, and I do it for my client, and there’s definitely a right and wrong way to do things.
Let’s cover some basics with a few rookie mistakes you’ll want to avoid.
- Don’t get permission. Just because you think your material will ‘rock their world doesn’t mean they want it in their inbox.
- Rush through the prep work. There’s a lot that goes into creating a good piece of email marketing. Knowing your audience will help you create a perfect subject line. (a client of mine found that a simple boring subject line was best for his clients while my clients prefer a little more meat to it). This is an extension of your business so put more time into the execution than you would to send an email to a friend.
- Don’t tell people where they found you. I’d love to think that I’m so super cool that everyone who hears my name or sees my email knows exactly who I am. It just isn’t so. That’s why every email tells them where they likely found me.
- Use the tactics of a slimy car salesman or internet marketer. There are some really good ways to hock your wares but alarmingly loud copy and headlines isn’t always the right way to go.
- Use a personal email address. If you know me at all, you know how I feel about businesses using personal emails. {I hate it} Don’t. Ever. Use your professional email address in your reply-to section of your newsletter.
Still with me? Good. ‘Cause here’s the good part: building your list.
There are a lot of great ways to build your opt-in list, so grab a pen and make a list of these must-do’s.
First, make sure people can find the opt-in. That means putting the signup list prominently on your home page (and every page of your website) and add it to your signature line in your email. You can also add reminders to your shopping cart or PayPal check-out and your invoices. Add a quick checkbox to your contact page. Put a sign up box on your Facebook Fanpage.
Whatever you decide to do, make it easy for people to get on the list.
Remembering that we want to make sure people are opting in to receive our list, there are effective ways to get your current client base onto your mailing list while complying with CAN-SPAM. A simple way to do that is to send out an email to your clients telling them about your new list and asking them to click the opt-in link to join the list. You’ll want to ensure you have a short list of benefits for them because you’re competing for a place in their inbox.
Some quick ideas for you:
Hi Suzy Q. We’d like to keep in touch with our customers and have decided to introduce a brand new newsletter that will give you advance notice of sales and company updates. I’d love to add you to our list of subscribers. If you’d like to receive this newsletter, please click on the opt-in link below. There is no obligation or cost and you can unsubscribe at any time.
Mailchimp has put together a great resource to help you develop your email marketing plan. You can first_email_marketing_project (no cost!).
