You’re following metrics, collecting emails transparently, your social media presence is friendly and in touch. But you’re dribbling away email subscribers as soon as you can catch them. What’s wrong?
Here’s five tips to write more customer-sticking newsletters.
1. Write to people, not demographics.
You have software for email marketing, so use it to be sure your content applies not only to basic demographics, but what your readers care about. Mission Suite offers surveys to determine which causes or issues matter most to your customers.
When writing, think of an actual person reading your email — give them a job title, level of education, and family situation. Are they the main shopper in the family? Do they prefer to watch broadcast television, or Internet tv with no commercials? Where do they want to be in five years? How can your product take them there?
2. Don’t only write about the product.
Why do your customers like your company culture? Why do they need your product? Your customers have a profile, and your product is one puzzle piece in their overall personality. Look at the details and try to figure out what else they are interested in.
A yarn store may post how-to videos on new stitches; a non-profit may post updates on a cause for which they had previously solicited donations. Both can link to related blogs or news articles.
3. Don’t be a spinner.
In the blog explosion, so many blogs have come out that merely re-write each others’ content just to have any content. Give your newsletter a personal voice. Write from your experience. Why are you interested in, or even passionate about, your business or its products? How do you use them in your daily life? How do your friends use them?
4. Link to your blog, Facebook, and Twitter.
Customers talking about you is the best free advertising you can’t buy. It’s chatter — positive or negative — coming from the population you want to reach, and they are vouching for your product by word-of-mouth to their followers.
Readers are more engaged if they can talk to one another. Send them to a venue where they can do so with links in each email. Encourage them to do so in the link’s text.
5. Send a welcome message to new sign-ups.
If there are any frequently asked questions, or information newbies should know, the sign-up welcome message is the time to send it. For instance, a camping equipment store could send links to your blog post about “The Cheap Essentials for New Campers” or best cheap places for beginner campers to camp in your area. Also include a discount coupon as an incentive for signing up.
Similarly, don’t neglect the customers who have remained on your list for months or years. Check your analytics for any signs of waning interest (like a pattern of flagging click-throughs or open rates) and send those older customers a special promotion, deal, or announcement.