Think of a typical newsletter. It probably comes across as long and boring, right?
It's because the word "newsletter" is out of date and does not accurately describe the content you're sending. Newsletters are one of the oldest and most popular ways to market to customers. Yet, many people are hesitant to "sign up for a newsletter" because they don't want more spam in their inboxes.
As a business, how can you find a way to get your customers' email addresses without asking for them directly?
Tip 1: Offer a lead magnet
Offer something valuable in exchange for an email address. This could be something like a free ebook, a video tutorial, a discount code, a recipe or a cheat sheet. This is called a lead magnet.
A lead magnet is a piece of content that you offer your potential customers in exchange for their contact information. It's a way to collect leads and build your email list.
The key is to create something that is super valuable and relevant to your potential customers. It should be something that speaks to them about who you are as a brand and how your products or services can help them survive and thrive. Enough to provide value and get them curious - but not giving away too much. You'd still want them to go back and eventually close a sale.
When you offer a lead magnet, make sure it is easy to download and access. If you can do this, you'll be able to attract more leads and grow your business.
Tip 2: Replace the term "newsletter"
There are hundreds of newsletters your potential customers are already subscribed to and yours need to stand out. You can create a more effective newsletter by calling it something else - some popular examples are: "The Daily Update", "The Baker's Corner" or "The Knitter's Handbook", etc.
When you change the name of your newsletter, you change the perception of what people are signing up for. Suddenly, it's not just another piece of spam - it's an informative update on what's new with your company and it gives your potential customers a clear idea of what they’re getting in exchange for their emails.
Bonus tip: Personalise!
Even if you don’t have the time or resources to film customer testimonials or create funny and engaging videos, there are simple things you can do to inject your brand’s personality into your email newsletters. Write your emails in a conversational tone and use humour where appropriate. Add simple photos or GIFs. Customers want to connect with a human, not a faceless company.
Personalising your email newsletters is one of the simplest ways to show that you care about your customers and want to connect with them on a more personal level. And this, in turn, improves their experience with your brand.
By subscribing to your newsletter, your potential customers are saying they want to start a relationship with you. They’re expecting valuable content through their email inboxes, and in turn, they will prove their loyalty to your brand. So don’t let them down – make sure your newsletters are packed with engaging, educational and helpful information that will keep them coming back for more!