5 Rules to follow to build loyal newsletter subscribers

build loyal newsletter subscribers - websiteSince I have worked in a Marketing Department, I have dealt with the dreaded subject of Newsletters day in and day out and have written content for all sorts of newsletters whether provided in print or as an e-newsletter. Some say newsletter are old fashioned – yes they are but they still work.

First of all, how do you know if your newsletters really do work, so you can keep them the same or change them to get the results you desire – simple, if yor newsletter generate leads that are of a consistent quality and then an acceptable proportion of them convet in to being customers then that is a basic measurement you can use, it’s as simple as that.

The next question is how do you build a group of loyal newsletter subscribers who actually take time to read what you send them? Well I’m here to help, so below are the top five things you should take note of to keep these people glued to your newsletters.

1. Keep Your Content Positive and Interesting

At the heart of every newsletter is your content. Your content makes or breaks your goal. You have to continually respond to what your readers want. Generally, readers do not want boring write-ups, another thing most readers hate is content geared towards aggressive selling.

Newsletters work if you just try to keep your content as positive and helpful as possible because that will give people support and advice, not a sales pitch. However, it’s not a newspaper so some self promotion, such as recent results or interesting sales is OK, just make sure it’s no more than about 50% of the content.

2. Friendly Design

We have always emphasised the value of a friendly design simply because it’s very important. Some people don’t immediately read but just peek in to what the newsletter looks like. Make it look professional but don’t lose the touch of a little fun, in fact some people suggest you start with some humour, even a cartoon.

3. Let Your Readers Take Part And Generate Feedback

Readers want to be recognised. In fact some of them want to be featured, allowing them to take part and contribute views and content can work well, so let them do some of your content creation work for you. Generating feedback is also an effective way to know on what readers want and don’t want, so the more you get them involved, the more they anticipate your next newsletter and the more they want to read it.

4. No Hard selling Please

Every business wants to make more profit and generate more sales, however the hard sell in a newsletter is a definite “No-No” unless you want to end up in recycle bin. If you do want to sell which of course is one of the prime reasons why you have a newsletter, make it a little subtle.

The best thing that you can do is to highlight and emphasise the value that your readers would get from that product or service, create enticing descriptions but always be honest and transparent, you don’t want to make false claims or over promise, especially in a newsletter.

5. Always Give Them The Easy Option To Unsubscribe

Now, this could be ironic at first but think about this – a reader or a lead who is really interested with what you offer will never click the unsubscribe option, these readers are the ones you want to keep in your list because they are really the ones who have the greatest possibility to be clients or customers. If somebody unsubscribes then be grateful, that way you can just focus on the best prospects.


We always have people ask us what do we use on this site, so here are a few of the most relevant service providers:

  • To manage our audience and email communication we use: Infusionsoft
  • For most of our images, we use: Shutterstock
  • Our web hosting and domain registration is done by: 123-reg and Realhosts.
  • To automated and centralise our social media we use: HootSuite
  • To help with SEO and lead generation we use: Webfire
  • Video on this website is hosted on: Wistia

If you would like to find out more about any of the providers listed above, we review them honestly, provide details of alternatives (as they may be more suitable for you) and also other services we use in our resources section.

By Adrian Fleming

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