I signed up for a newsletter years ago that was the only one I consistently opened and read. When I went on my occasional email purging campaigns, it’s the only one I’d maintain. The reasons I stayed on this list were:
- I subscribed in the first place
- There was always newsletter content that I found useful.
The layout changed over time, and that never mattered to me because the quality of the content always remained high. Even the (few) times the content wasn’t exactly what I needed, I knew it would be interesting and valuable. All of this to say that the way your email looks is not as important as the value and quality of the content.
The most common error I see in newsletter content is overwhelming the recipient with information. Make each email/newsletter clear and concise, with no more than 3 areas of focus. Each area should have a purpose:
- Touch the reader. Be a person first and connect on a human level. This is especially true if your clientele is mostly or all women, but men like to work with human beings, too. Let them know a little about you, or your life or what you are doing, learning, working on. You can tell of involvements or awards, or changes in your field and how you are coping with them.
- Invite the reader to do something- call for an estimate, attend a seminar, try your new product or offering
- Educate the reader with an article of value and interest to them
- how-tos
- answers to frequently asked questions
- changes in your field or product area which may be of import to them’
Ask current clients what they would like to know or ask the readers of your web blog.
- Inform the reader of upcoming speaking engagements, seminars, events, specials, etc.
Your e-mail or newsletter content is about helping your reader to be more informed and educated, not about selling them on you.
So, what would you like to learn more about the web? Please comment on this blog and let me know. Since all comments need to be approved before being visible, I will keep your reply confidential if you request it. I would love to know what you would like to read about.
Richterworks Web creates business websites which convert web visitors into buyers by connecting with them and showing them why YOU are the best solution to their need. Let’s get started – call 847-577-0491.