It doesn’t matter what sort of business you have, from local yoga classes to mobile hairdressing, a dog accessory shop to an online course for photographers, you know that it’s wise to be collecting customer email addresses and building a list of potential customers. (You do know that, right?)
But then what!?
What to do if you don’t know what to say
Ever opened Mailchimp and stared at a blank screen? Just because you know you should be emailing your list, doesn’t mean you always know what to say. Don’t worry we have some advice for you.
Think about two vital things; how do you want your readers to feel, and what do you want them to do after reading your email?
You might want them to feel; surprised, delighted, happy, pleased, hopeful, relieved, reassured, satisfied, relaxed, or excited.
You might want them to do one of the following actions; follow you on social media, comment on or share one of your social media or blog posts, join you for a live broadcast, sign up for your webinar, opt-in for a freebie you’ve created, book an appointment or consultation, or buy or review a product/service you offer.
- As a crafter, I want my readers to be excited about my latest work and I want them to view the products in my online shop
- As a personal trainer, I want my readers to feel motivated to take action to get into better shape and I want them to book a free consultation
- As a WordPress expert, I want my readers to feel informed about the latest updates and I want them to sign up for my free 30 day DIY website challenge
What to put in your newsletter
Once you know how you want your reader to feel, and what you want them to do it makes it easier to know what to include in your email.
You might choose a short sharp message, something longer and more detailed, or a mix of several shorter points, such as a list of your latest posts on the blog, products in your shop, or events your holding soon.
Here are some ideas to include, to get you started:
- How to’s (great for how to use a product, or to show your expertise in an area)
- Step-by-step guides
- PR & media (if you feature in a great media article share it in your newsletter)
- News & announcements (great for new product or service launches)
- Behind the scenes
- New staff members (show off their bio and introduce them to your readers)
- Interviews (with other people with the same target audience)
- Case studies or ‘before and after’ stories
- Testimonials (written or video of people using your products/or have benefited from your service)
- 10 ways to use your product/service
- Product/service reviews (for your own products/services, or something that your ideal clients might use)
- The latest posts and guest posts from your blog
Are you breaking the rules?
Just remember that there are no rules regarding the content of your emails. Some marketing ‘experts’ claim that one type of content works better than others, but are they in your industry? Do they have the same the same target customers as you? Do they know the people on your list better than you do?
Do what feels comfortable for you. And use the analytics in your email provider to see what gets good open rates and click rates.
Well ok, maybe there is one rule – do more of what works and less of what doesn’t!