Does Your E-Newsletter Provide Actual Value?

Home / Growth Hacking / Does Your E-Newsletter Provide Actual Value?

Consider, for a moment, that the average person in the United States receives over 100 emails per day.  What does that tell you about the odds of your newsletter being read consistently?

Not feeling too good about those odds? There are a few things that you can do to improve your open rate and your click-thru rate, quality content is certainly one of those. Your newsletter needs to provide real value to the reader each and every time they open that email, to keep them coming back, to get them to click on your links, and most importantly to build trust and move them along your digital sales funnel.

Here are  few quick guidelines to keep i mind when crafting your monthly messages to those lovely customers and soon-to-be raving fans.

This is NOT the time to sell

At least not directly. Your newsletter should be a genuine token of your love for those people who have entrusted their precious email address with you. The newsletter content is meant to inform, educate, and help the reader with a problem related to your industry. There are times when you can stray from your industry/service to provide more general information. Some of those times include:

  • Holidays/Seasons – Themed newsletters reflecting upcoming holidays have been a staple of email marketing for years. Please though, don’t “Fall into savings” or “Spring into action”, just don’t go there.
  • Birthday/Anniversary – Not so much a newsletter, but an annual opportunity to reach out and show you care about that individual customer enough to send them a greeting on their special day.
  • Major Announcements- Moving your office? Bringing in a new partner? Whatever the change, if it really makes a difference to the customer you should use the opportunity to reach out and say hello. Be sure to include additional and related valuable information.

Don’t fear the referral

A questions we get asked from time to time is whether or not to provide information or links to another service provider. The obvious answer is that if they are a direct competitor you might want to steer clear. If, however, the referral is to a related service or product that compliments or otherwise enhances your offering then the answer is a resounding yes.

Your customers can find any information they want online, so if they really need a service that you cannot provide they are going to find it. But, if they can count on you to vet other businesses – since you’ve already established yourself in their mind as trustworthy – then you’ve now cemented yourself as a bonafide resource.

Use the opportunity to build additional value and credibility with your readers, and to reach out to businesses that can potentially refer back to you. How thrilled would you be if you suddenly received unsolicited referrals? Bottom line is you need to cultivate a mindset of surplus, as in there is enough business to go around for everyone. Don’t be a Scrooge with your intel.

Surprise and incentivize

Coupons are supremely effective in getting readers to open your newsletter and other emails consistently. Nearly three-fourths of brand loyalists and over 50% of the general population seek out special offers. This works to keep your loyal readers happy, but also helps draw in new subscribers.

Include special offers in your newsletters to reward your readers, provide tangible value, and keep them coming back for more. Rewards (such as saving money or getting a special, members-only deal) actually  increases the levels of hormones that govern  the feelings collectively known as happiness. The anticipation of rewards has an equal effect on the brain. So to keep your audience high all month long be sure to add a surprise coupon to mix each time you publish. Click here for the nitty-gritty on coupons.

Be Yourself

The world seeks, no, craves the genuine article. Do you have a favorite author? Why do you enjoy their writing so much? Chances are there are many other authors that produce very similar works. What attracts you to that author’s works is likely their style of writing.

Set the tone for your company and then own it. If you’ve done a good job of determining your Ideal Customer Profile your message will resonate with exactly who you want it to. How will you stand out if you mimic what everyone else is doing?

Want help determining your Ideal Customer Profile? Let us know and we’ll be happy to send you a free resource walking you through the steps.

Leave a Comment