Here are 5 tips, to help you build a valuable newsletter readership or list. I used each of these ideas when growing my own newsletter, which had 45,000 subscribers when I published the last edition.
Newsletter Tip 1: Go easy on the pitches
Make sure it’s a newsletter and not a badly disguised advertisement. Here’s the thing: People avoid advertising. We skip the commercials on TV. We pay developers to remove the ads from the free version of their apps. We see advertisements as unwelcome interruptions.
If your newsletter reads a little too much like a sales pitch, it will be largely ignored. This leads nicely into the next point.
Newsletter Tip 2: Be useful
The more useful your newsletter is, the more your readers will value it and share it. Your ultimate goal is to build a large, targeted reader community, who become either clients, customers or advocates. None of that can be achieved with predictable, pedestrian content.
Useful content is what gives your newsletter wings. It’s what inspires people to subscribe, share and make purchasing decisions.
So, before you hit send on a newsletter, make sure it’s packed with valuable, useful information. Offer answers to your reader’s problems. Share useful tips. Point your readers to useful resources.
Newsletter Tip 3: Get the design right
Even if your content is wonderful, people won’t take it seriously if the design looks poor. The first bite is with the eye. So, pay a designer, the best you can afford, to design your newsletter template.
Always remember, whether your newsletter looks amateurish or is presented professionally, it all reflects back on you.
Newsletter Tip 4: Ask readers to share it
Even if readers think your newsletter is great, it may not occur to them to share it. By reminding them, you plant the idea of sharing the newsletter in their mind at the exact point, where they have just read it and enjoyed it. I used to have a section at the bottom of my newsletter, which said:
“If you have found this newsletter interesting, please share it with your friends”.
When I added that short message to my newsletter, the results were immediate and measurable.
Newsletter Tip 5: Help it spread
Convert people who had your newsletter forwarded to them, into subscribers. Imagine your friend had just forwarded a great newsletter to you. You’d want to get a regular copy, right? You don’t want to have to rely on your friend, remembering to forward each edition to you. So, I added the following sentence to the above message:
“If you have had this newsletter forwarded to you and would like a regular copy, click here.”
Never underestimate the power of a subtle, non-pushy reminder.
Newsletters can be an extremely valuable marketing asset. Take your newsletter seriously and invest in it accordingly. The rewards for getting it right are huge. No. Bigger than that!
PS: I strongly recommend you read this – 3 Tips From a World Class Newsletter.