Amy HarrisonIf you send an email newsletter but worry you might be making mistakes or getting on people’s nerves, this episode is for you …
Email marketing is powerful, intimate way of reaching your reader and nurturing leads. But it’s something a lot of business owners struggle with.
What should you write about? How can you increase your chances of getting your email opened and read? This episode gives you an overview of what you need to know to get you started in the best possible way.
Tune in to find out …
- How to set expectations with your reader (even if your newsletter is still evolving)
- Why you need to align your newsletter incentive to showcase what you’re good at and attract the right reader
- 3 quick tips to increase your open and click-through rates
Listen to Hit Publish below ...
Email Etiquette: How to Delight Your Newsletter Readers Each and Every TimeAmy Harrison
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Loved your show this week! You asked for comments about our email lists and processes, so here’s mine.
I send out a monthly newsletter for my business Wild Ozark which is a very small company with varied products related to nature, herbs of the Ozarks, and ginseng. During the month I’ll gather links to articles I think will interest my readers but usually only include the one that pertains to whatever the over-riding topic of the newsletter will be. For example, this month I mentioned a new product (an incense blend with frankincense) and linked to an article at NYTimes about the many ways frankincense is used.
Sometimes I do want to send news for things I’m excited about, but I don’t want to do this to people who only want once a month mails from me. So in my newsletter signup form there’s a box to check for “I don’t mind more frequent emails”. This creates a subgroup so I only send the extra things to those members.
This is brilliant Madison – thanks for sharing it here and letting us see behind the scenes of how you work.
I love how you focus on a link that relates to the topic of the newsletter – that makes for a good customer journey.
Also – love how you are segmenting your groups into those that do want to hear from you more often. That’s an excellent way to nurture your newsletter list and managed expectations (and avoid annoying anyone).
Thanks so much for posting!
Good one, Amy. Found useful tips. A preview text that supplements your subject line will surely fetch higher open rates. Thanks, Niraj (Founder at hiverhq.com)
Thanks Niraj! The preview text is easy to overlook but gives your reader a first impression so it’s worth thinking about.
OMG! I loved this show, not only because it was so entertaining to listen but the really amazing tips you explain. I mean, I’ve read a lot about e-mail list and how to make them work, but these are so practical.
I usually send a campaign once or twice a week and, just as Madison said, when I might be really excited about an event or something similar. I’ve a nice list of 900 subscribers (for someone quite new in this) and I try to be intimate and personal but I think I hardly do contact or follow back… (as the date example)
Thanks for this amazing show!
Sorry I mean once or twice a month!!!! hehe
Hey Paula!
Thanks so much for commenting and letting us have a peek at your email process. The beauty of an email newsletter is that it can evolve. You’re obviously doing well to build a nice following, and it might be that be introducing a short follow-up sequence, you can boost your good relationship with your reader even more.
Don’t forget to let us know how you get on! 🙂
Hi Amy,
I’m really enjoying listening to you as I walk to work in the morning. I love your humour… I often smile to myself while walking – people must think I’ mad 🙂
I have a question for you:
As a former journalist who is now working in content marketing… I battle with “turning off” the journalist inside me – who always wants to explain everything I’m writing about. Colleagues feel I overdo it. What I meant is – they assume that people reading the company blog posts know the industry and jargon etc and do not need to be spoon fed about what stuff means. Where does one draw the line?
Thanks
Hi Claudia!
Thanks for joining in the conversation. Here’s a hearty welcome to you. 🙂 I’m glad the podcasts make you smile, and I doubt people think you’re mad, they just wish they knew your secret for smiling in a morning!
I love your question, and it’s not just journalists who struggle with knowing what to include and what to leave out. I’d love to feature this as an upcoming Dear Amy letter and cover it in full as an episode.
It boils down to how much you know your audience. And not only knowing what level of knowledge they have, but what knowledge they need to take the next step. A common mistake is to either give so much information that it’s overwhelming, or not enough that the reader doesn’t feel they’re in a position to take the next step.
Can you tell me more about the type of company blog you write for? Feel free to email me the website (using the email at the end of the show), or if you want to keep it confidential, let me know a bit about the industry and customer.
Thanks for being a great Hit Publish listener!