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Sending newsletters for service-based businesses is more than just a conduit to immediate sales.
At its core, it’s about building and nurturing relationships.
When you forge a connection with your subscribers, you’re laying the groundwork for future sales and referrals.
Before jumping into the strategies and tips, remember this: it’s crucial to ensure your subscribers feel a connection with you and trust in your expertise.
Without this bond, you’ll find yourself with an ever-growing list of inactive subscribers, a scenario that no business owner wants.
The Fear of Running Out of Content
This fear is one of the many self-imposed barriers we often create. It’s a lie we tell ourselves.
Why? There could be a myriad of reasons – maybe past failures, fear of judgment, or even the overwhelming pressure to be perfect.
But it’s essential to acknowledge that creating content doesn’t have to be an uphill battle.
Think about these ideas:
- If you’ve written a blog post, why not dissect a particular point from it and delve deeper in an email?
- Got a social media post that resonated with your audience? Use that as a springboard for a more detailed discussion.
- Were you a guest on a podcast? Share your experience and provide a link for your subscribers to listen in.
The content possibilities are endless; they just require a little creativity and repurposing.
The Fear of Being Spammy
Ironically, this fear of sending spammy newsletters often stems from the previous concern.
When you’re unsure about your content roadmap, the outcome can be irregular newsletters.
This inconsistency can be jarring for subscribers.
If they hear from you sporadically, they might forget about you or, worse, mistake you for spam because they don’t remember signing up.
The antidote? Consistency.
But here’s the catch: being consistent doesn’t mean bombarding subscribers daily.
It’s about finding a rhythm that offers value without being intrusive.
It’s the balance between reminding them of your expertise and respecting their inbox space.
Tips to Ensure You Never Run Out of Content
With the right strategies, the well of content ideas will never run dry.
Understand Your Audience:
Dive deep into what makes your subscribers tick. What are their pain points? What solutions are they seeking? Regular feedback loops, such as surveys or feedback forms, can offer a goldmine of content ideas tailored to your audience’s needs.
Create a Content Calendar:
Planning is half the battle won. With a well-structured content calendar, not only do you ensure consistency, but you also give yourself ample time to research, create, and polish your content.
Repurpose Old Content:
As the saying goes, “Old is gold.” Refresh and repackage previous content. Update old blog posts with new insights, or turn customer testimonials into case studies. The key is to offer a fresh perspective.
Curate Relevant Content:
You don’t always have to reinvent the wheel. Share relevant industry news, articles, or trends. Provide your unique take on them, and you have ready-made content.
Interactive content can be a game-changer. Run polls, host Q&A sessions, or even webinars. Such initiatives not only offer value but also provide insights into what your subscribers are genuinely interested in.
Avoid coming across as spammy in your newsletters
Navigating the fine line between staying present in your subscriber’s inbox and becoming an unwanted presence can be tricky. Leveraging insights from MailerLite, a trusted name in the email marketing industry, here’s how you can avoid being marked as spam and maintain a healthy relationship with your subscribers:
Prioritise Quality Over Quantity:
Send fewer emails but ensure each one is packed with value. Bombarding inboxes can lead to quick unsubscribes. Instead, focus on crafting high-quality content that your subscribers will eagerly anticipate.
Segment Your Email List:
By segmenting your list, you can send targeted emails to specific groups based on their behaviour, location, or interests. Personalised content tends to resonate more and reduces the chances of your email being labelled as spam.
Craft Compelling Subject Lines:
The first thing subscribers see is the subject line. Avoid using caps excessively or multiple exclamation points, which can trigger spam filters. Instead, be genuine and intriguing without being clickbaity. I recommend A/B testing subject lines to find what resonates best with your audience.
Respect the Unsubscribe:
Always provide a clear and accessible unsubscribe link in your emails. It’s not just good practice, it’s the law across the globe. An easy opt-out process ensures that only genuinely interested subscribers stay on your list, reducing spam complaints.
Stay Updated with Email Marketing Best Practices:
Being aware of the latest trends and regulations can prevent unintentional spammy behaviours. For instance, always getting explicit consent before adding someone to your mailing list and avoiding purchasing email lists.
Actionable Tricks to Implement Immediately
To truly leverage the power of email marketing, here are some actionable tricks accompanied by examples for clarity.
Begin by sending a monthly newsletter. For example, a health coach might send a newsletter titled “3 Health Tips for June” to engage subscribers.
Implement proven email templates. For example, you might have a specific template for announcements, another for newsletters, and yet another for special offers. This ensures consistency in branding and messaging.
Send two different versions of an email and analyse which one gets better engagement. For instance, test two subject lines: “Our Summer Collection is Here!” vs. “Get Ready for Summer with Our New Arrivals!”
Integrate Social Media:
Include calls-to-action prompting subscribers to follow you on your social platforms. For instance, if you posted a behind-the-scenes video on your Instagram, mention it in your newsletter with a direct link to the post.
Offer Exclusive Deals:
Send a limited-time discount code or early access to a new service as a token of appreciation for your loyal subscribers. For instance, a skincare brand could offer a “Subscribers Only” discount on a new product launch.
Final Thoughts from Louise
Navigating email marketing, especially for service-based businesses, can seem daunting.
The fears of running out of content or being perceived as spammy are real, but as we’ve dissected, they’re not insurmountable.
By consistently offering value, understanding your audience, and maintaining a regular rhythm, these concerns can be effectively addressed.
However, understanding the problem and its solution is just half the battle.
The real magic happens when you take action.
Not implementing these strategies could cost you not just in terms of potential revenue, but missed opportunities to forge lasting relationships with your subscribers.
Remember, the intangible results of building and nurturing these relationships inevitably lead to tangible sales.
So, why wait?
Start implementing, and watch as your email marketing game transforms. If you’re feeling overwhelmed or unsure where to begin, we’ve got just the tool to guide you.
Still unsure where to begin? Let us help!
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