Back in 2010, I sent out a weekly email newsletter where I shared interviews with business owners and explained different pro and cons of using eCommerce tools such as Shopify. It was a lot of work, but it really helped attract clients and educate existing clients. Then I had a baby and realized that I didn’t have the time to do it.
Fast forward to 2014, after talking to a marketing coach about the success of MONTHLY email newsletters, I vowed to be consistent and send out a newsletter each month. I’ve learned lots of little details with the weekly and monthly newsletters. I know what you are saying: “I don’t have the time to send out a newsletter.” It’s not easy to commit at first, but why wouldn’t you want to have an on-going conversation with your customers and clients where you can educate and entertain them. It really does work! That’s why I’m sharing the top 8 lessons I’ve learned in my time sending out weekly and monthly newsletters. I encourage you to try out sending a monthly newsletter for 4 months to see what happens.
- Subscribe to your colleagues and competitors newsletters and be inspired by what they do, learn about what they are sharing and adapt it to suite your own business.
- Send content your readers want to read: you can easily see what your readers like by looking the stats (in MailChimp), you can see which links were clicked, who opened your email, and many other stats.
- MailChimp’s segmentation feature allows you to target certain subscribers on your list without assigning them to group. If your store is having a sale you can target a campaign only to people near a particular zip code. You can also segment by activity, email clients, e-commerce data, and more. Sending relevant content will keep your readers engaged, and engaged readers look forward to your newsletter and share it with friends.
- Keep a calendar and stick to deadlines. Schedule in when to write the newsletter, making sure to give yourself plenty of time. If you send out a regular letter readers will start looking for it and counting on it. If you need help writing your newsletter or publishing on your MailChimp account, we can help.
- Test your email, make sure all the links work, all the typos are gone and your
sentences are short and sweet. Make sure your images show up and look correct. MailChimp has some secret weapons when it comes to testing that make it easy. Also, Don’t be afraid to send out a test email as many times as you need to get it right!
- Keep a friendly tone – try collecting everyone’s first name when customers sign up so you can easily address recipient by their first name. How many times have you noticed how nice it is to be address as “Hi Tammy” vs. “Hello Customer”
- Balance your newsletter: 80% educational and entertaining and 20% sales. Think back to the email newsletters YOU like to read and why you keep reading. I guarantee it’s because you learn a lot, they make you laugh, and/or feel better about yourself. Your customers want the same, don’t scream BUY MY PRODUCT/SERVICE. They will gladly purchase from you if you are making them feel good.
- Don’t use BORING subject lines. Again, think about what makes YOU open an email newsletter. Giving two titles: “September 2015 Newsletter” or “9 Powerful Examples and Ways to Grow your Business”
If you this all seems overwhelming, let us take care of it for you. We offer training to set up MailChimp or we can set it up for and sending out newsletters. It’s up to you!