Newsletters and Building a List
I just had a question about newsletters and thought I’d post my thoughts. I spoke to Joan Stewart of Publicity Hound last week. She asked me why I don’t collect email addresses. I didn’t have a good answer except that I haven’t. So I’m not an expert on email newsletters. I’ve read about them but haven’t done one consistently, but here are my thoughts.
Email Newsletter Tips
- Spend time looking at newsletters you like and borrow elements that you like.
- Consider running a design contest to come up with an effective design. This usually involves having a design made then someone to mark it up (coding). I like Digital Point Forums or 99 Designs. I’m horrible at design and picky (a terrible client) and this helps me get a broad range of designs to choose from. It’s also more fun. It’s also great when you’re on a budget.
- Reuse content as much as possible (from your blog, what people have said to you on twitter, customer comments and questions, etc). This blog post came from a question I answered by email and I just expanded it into a full post.
- Do you currently capture email addresses for newsletters on your blog and web site? Remember that your own list is more effective than one you buy. Also consider asking another company who has a complimentary but not competitive position in the market if you can write something for their audience. In return put a link to sign up for your newsletter.
- Promote your social networking sites where people can interact with you (places to find products, featured product testimonials, video and photos). Link to your Facebook Page, your YouTube channel, your Twitter account, your blog, etc.
I like the idea of a giveaway for those who sign up for your newsletter and/or post to you on a social network with a story, a photo, video, etc relating to your company. I need to do this (give away copies of my book).
I also found this advice about newsletters:
Give readers actionable content - information they can use right away to solve a problem. You just need to know what your readers’ problems are.
How do you find out what’s on your readers’ minds? Survey them. You can ask, “What is the one problem that’s nagging you that you really want to solve?” If you ask that kind of question, then you’re going to get a variety of answers, and you’ll know what you should be writing about.
I’d probably go with Aweber for its solid reputation but I’m also an affiliate of Constant Contact (free 60 day trial) which is probably the easiest to figure out. Aweber though is known for being whitelisted (less email providers marking your newsletter as spam that goes straight to trash). Since you share the same server with groups then a spammer can get the entire group banned.
Since email newsletters are not my expertise I’d like to hear what you think. Comments?
2 Responses to “Newsletters and Building a List”
Leave a Reply
June 29th, 2009 at 11:23 pm
My advice concerning email newsletters isn’t so much on the newsletter side, as it is the email list itself.
An email address is an extremely valuable asset, and when a user shares that with you, voluntarily, it should be given more respect than a phone number. Why more? Because email recipients are used to being spammed to all hell via so-called “opt-in” lists, and being sold down the river every other which way. When you respect them, you stand out as a marketer.
How do you respect them? By not liberally applying the fact that they gave it to you as an excuse to send them whatever you feel like on any given Wednesday morning. If you have nothing to say, don’t bother emailing. If you have something of real value, that’s what they signed up for.
June 30th, 2009 at 11:47 pm
Laidlaw,
Exactly, like blogging or press releases…you need something to say first.
I’m amazed how I often see newsletters come out with great content every week for years. I guess if they don’t, I unsubscribe. Or delete them until I unsubscribe.
Janet