I recently received this email from CMBA reader Alicia, and because I’m sure it’s something many of you struggle with, I wanted to share it with you:
“I have set up my 4 mailing lists as suggested, but the question is, what to put in my newsletters? I already use my blog for introducing new products, posting about how to use my products and related issues (eg weddings) and use Facebook for press mentions. I know I need newsletters but I’m really not sure what else to put in them!”
I think building your opt-in email list (the one that consists of your customers and fans who have asked to be on your list) is one of the most important things you can do for your business. (Tara and I are both huge fans of the power of email marketing and talk about it in The Creative Empire all the time.) But one of the things that many people struggle with is what to send to their email list, whether it’s got 20 people or 2,000.
The good news is that you don’t have to think of completely new, witty things to say. If, like Alicia, you’re already blogging or engaging in social media, you’ve got a great base of content that you can recycle into your email newsletters.
Those same new product announcements, tips on using your products, and customer-focused information that you’re writing about on your blog can be easily translated into a fantastic e-newsletter.
Now I’m sure many of you are wondering if it’s really ok to reuse your content like that. Won’t people get tired of seeing it more than once?
Well, it is and they won’t. And here’s why:
Even though you’re a savvy social media rock star who follows all your blogs via RSS and stays on top of everyone’s Facebook postings, you’re customers might not be. They don’t always remember to check your blog on a regular basis. And they’ve never even heard of Google Reader. And they’re too busy scouring Facebook to make sure their pre-teen daughter isn’t up to trouble to notice the sale you posted last night.
But most people check their email on a daily (if not hourly) basis. And if they’ve asked to hear from you (via opt-in) they’ll probably be happy to see your email in their inbox. Especially if you pack your newsletters full of great, customer-focused content.
(Side note: Please stop adding people to your email list if they haven’t asked to be on it. Not only is it annoying, it’s spam and it’s illegal. And those are certainly NOT the kind of emails people are happy to see in their inbox.)
So the next time you’re stuck on what to send to your mailing list, start by going through the content you’ve already created. Chances are there’s something in there your list would love to hear about.
Very true! Happy Holidays!
I couldn’t agree more that building your email list is well worth the time and effort. Another easy way to come up with content is to look at your past content for those that got the best response and then create a variation on it. IE in the wedding related space for this user you could say “We had some many people show interest in our how to make wedding favors out of X that we thought you would like to see two more ways to do this” or “here are some amazing variations our readers actually made with our products”
definitely struggling with this exact subject. afraid to bother people, even though they are obviously interested! there’s something about an email that seems so much more intrusive than blogging/twitter/facebook, because people go to those avenues on their own time. funny that we love getting emails from other independent designers, but are so afraid to send our own!
@Pawling – I think the most important thing to remember is that if it’s an opt-in list, they want you to email them. They want to know what’s going on with you and your business! That’s why they signed up. So instead of thinking of it as an intrusion, think of it as writing to a friend who’s just dying to hear from you!
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