As you may already know, I produce a very popular newsletter; with thousands of readers spanning more than 100 countries around the world. I have developed my newsletter without any form of paid advertising; everything has been achieved through my website, blog, referrals and forwarding!
Here are a few of my suggestions, if you want to either add a newsletter to your marketing or increase the success of an existing newsletter.
I believe the finest way to generate a massive, interested readership for your newsletter – is to build your subscriber base on the recommendation of your readers! Of course, the only way to get people forwarding your newsletter and growing your readership for you, is to provide them with stacks of really powerful, valuable information!
My marketing newsletter carries an original article (always written by me) and usually just one very brief news story. Most newsletters I see are just a massive sales pitch, wrapped around generic content. As a result, no one bothers to forward them!
People do not forward adverts to their contacts; they forward things they find interesting, useful or both. Focus exclusively on high value content and your newsletter will ‘go viral!’ I get around 25 new newsletter subscribers each day using this approach.
Only write for your readers
If you want your newsletter to generate new clients or customers for your business, make sure that you only write material that is 100% relevant to YOUR specific market! Many newsletters make the mistake of trying to appeal to too wide a range of readers and as a result, end up being of little relevance to anyone!
For example; if you sell insurance broking products to small businesses within your area – everything you write should be relevant to the local, small business community. If you focus on their problems, their opportunities and their interests, your messages will always be relevant to the reader. You will find it far easier to grow your readership this way, than if you write general information with no local appeal.
Ask your readers to forward your newsletter
Every edition of my newsletter finishes with a request.
“If you found this newsletter useful, please forward it to anyone you think might find it interesting!”
This causes people who have just read and enjoyed your newsletter, to focus on people they know who might also find the newsletter useful. This simple step can generate a 200% increase in the number of new subscribers you get after each edition – often more!
Offer new subscribers something to welcome them
You should ALWAYS offer people an incentive for taking the time to subscribe to your newsletter! For example, when you sign-up for my newsletter, you get a free copy of my short eBook; “10 secrets to success!” People LOVE this brief eBook and it’s a great way to welcome new readers!
Just make sure that whatever you offer is likely to be extremely attractive to your ideal profile of reader.
No more than once a week & no less than twice a month
If you send people any form of email communication more than once a week, it is likely to result in lots of unsubscribe requests! People hate being bombarded with emails; even emails that contain really useful information, like your newsletter! I get so few unsubscribe requests using this approach that I manually delete them. I get fewer unsubscribe requests a year than many people get in a week!
However, if you leave too long a gap between emails (more than 14-21 days), response rates and new subscriber numbers start to drop! For my newsletter, two emails a month seems ideal.
Let your readers know their details are safe with you
Never, ever sell, rent or share your subscriber database with anyone! Also, make sure you let people know that you will never share their details!
You only need an email address
If you want to send your newsletter to someone, you don’t need anything other than their email address. Did you know that every additional piece of information you ask for, drastically reduces the number of people who will sign-up? It’s true!
If you think that by getting your readers names you will be able to ‘personalise’ their emails – STOP! It’s not 1999 any more and EVERYONE knows what a mail merge is! You make your newsletter personalised by making the information specific to your target readership – not by opening it with Dear Bob!
Newsletter marketing is something I will be covering again in future posts. If you have any specific newsletter questions, either contact me using the contact button above or leave a comment here.
….and feel free to subscribe to my newsletter, using the button below!