Deliver Value To Your Subscribers With Email Marketing Newsletters
The concept of delivering value to subscribers is not new. I like to take it a step further and over deliver. A loyal subscriber base is what makes your internet business a success. The use of email marketing newsletters is a versatile way to provide this content.
Delivery of newsletters by email is an important tool in your total marketing plan. Do I have to have a newsletter? It really doesn't matter what the format but you must communicate with your list if you are intent on developing a loyal group of subscribers that will be the backbone of your internet marketing success.
For the purpose of this article, let's use these definitions:
Newsletter is longer, full of content and usually sent less frequently.
Email is shorter, usually covers one topic, and is sent more frequently.
Value means valuable content that is free.
Promotion means that you are discussing a product for sale, either one of your own or an affiliate product.
How often do you communicate with your subscribers via email? This varies from marketers who email daily to ones that communicate when they have something to say. From a personal viewpoint I prefer a more scheduled approach. Time gets away from you and most people put things off unless they have a deadline. Some people, however, have a valid argument by saying that you shouldn't write until you have something to say.
Far more important than frequency is the ratio of content to promotion. Actually it varies by list and by the niche. In general, a 50/50 split should be your goal. Some people send short emails every day with free content and promotional every 4 or 5 days. This can be combined with a newsletter about once a month that is longer and full of content.
A good newsletter has excellent content, it serves a purpose and it gives the reader what they want. You should talk to an individual on a personal basis not as if you were talking to a crowd. The content should be broken into easy to digest chunks. Divide it into distinctly different topics by using subheadings. This makes it easy to scan and pick out bits of interest. Use a descriptive table of contents at the beginning to grab the reader's attention.
Obviously, you have to get people to read your newsletter for it to have any value to you. The most important thing is always pack your email marketing newsletter with good content. Never send rubbish. Don't waste your reader's time. Develop trust within your readers that the mail will be worth opening.
A good headline should arouse curiosity and indicate the benefit of opening the piece. Ask yourself, "Would I open this?" Develop a recognizable brand and use it every time.
It's time to write a promotional piece. Obviously, you will promote your own products. But when deciding on which affiliate products to send, you need to be very sure that it is what your subscriber needs. It needs to solve a problem for them. They need to be very thankful that they bought it.
It needs to be competitively priced. Whenever possible negotiate a discount or offer a bonus if they buy from you.
You are going to be placing the link for the promotional sales letter in your mailing at least twice, preferably three times. The first one should be very close to the top and definitely above the fold. There will always be those who know immediately that they want to buy. Give them the chance right off the bat.
Talk a little bit more about the benefits. Give the link again. Tell about how you have used it and give the link again. That gives you a link towards the top, about middle and toward the end. You can also give the link under your name as you sign out.
Remember, no hard sell. The job of the email marketing newsletter is to gently pre-sell the product and get them to click the link. The most important thing is to build a relationship for multiple purchases in the future. Always deliver value.
To improve the success of your internet business, you should be delivering value to your subscribers. The development of trust with these subscribers will grow into a loyal following ready to listen to your recommendations. How do you deliver this value? One way is email marketing newsletters, a versatile way to provide content to your list.
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