There are two things that you need to remember in order to make a successful newsletter campaign. According to Tamara Gielen, an independent email marketing consultant, the success of a newsletter campaign lies in making newsletters that are relevant in content, and sending them to people with their permission. If you keep sending irrelevant newsletters to people without their permission, then you may just find yourself blocked from their email addresses or branded as a spammer, which could hurt your business terribly.
Getting permission is the first step in making a successful newsletter campaign, and you can do this by asking people for their email addresses. If you are having trouble doing so, refer to the earlier parts of this eBook about the tips on how to successfully gather email addresses.
When people give you their email addresses, they are already giving you permission to send them your newsletters. Thus, be sure not to disappoint them – be sure to send newsletters that have great content and free of charge. You have to be careful though, of the so-called “rented lists.” Some companies will offer to provide you with a list of email addresses that you can use in your newsletter campaign. But be wary. Most of the list they provide are old, unused and contains spam traps.
Create Valuable Content
After you get their permission, it’s time to send them the newsletter. But what should your newsletter contain? Obviously, it should contain something relevant and useful for the reader. A subscriber receives tons of emails nowadays, and they don’t have time to read all of them. Thus, they tend to ignore those that do not interest them.
Getting to know what your subscribers want in terms of newsletters can be a tricky task at most, but there are ways to do it. One is by asking them about it whenever they sign up through a checklist. Provide a checklist in the sign up page with a lot of choices. For example, you can make a “what interests you?” box with a couple of choices like arts, tips, events, and so on. Here, they get to tick the boxes of the things that interest them, which serve as your basis for sending them the things that they want. Another way is to analyze your clients’ behavior. Since your list manager has a tracker, you can review the pages and links that your client has opened and viewed. This way, you can see what they are interested and what topics appeal to them the most, thus giving you an insight as to what newsletter to send them.
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