With our newsletters the average open rate is 50%, but what’s the secret?
I know, even I annoy myself with the word content – but here it is again…
CONTENT MAKES A NEWSLETTER
Here are my 5 must Don’ts and 5 must Do’s for a newsletter:
Don’ts
- DON’T pack 15 sales messages in your newsletters – remember this is about building relationships not selling to people
- DON’T think they want to read boring news – make it engaging and fun
- DON’T forget to use images and break up the words
- DON’T make too long – you can get them to your website if you give a teaser and then link to your blog
- DON’T give too many call to actions – it confuses people
Do’s
- DO think about making your content look like you really understand your customers
- DO keep it fun, is there some personal news or update you can share – its no secret people buy from PEOPLE
- DO use images – and you can make these branded discreetly (people in your uniforms or a van in the background)
- DO use a system that allows you to see who has clicked and how many opens
- DO set automated responses to people that click with more information – complete that circle of sale
Stuck for content? Have you read the “Content is King” blog for more ideas of what customers find interesting?