Are you a blogger who sends out a newsletter?
Have you focussed on CRO for your newsletter? If not, I have some suggestions for you! Please note these are only suggestions, so please feel free to take them or leave them. I am by no means claiming there’s only one right way.
Here are my tips:
- Newsletters should ALWAYS be written using the ‘choose your own adventure’ format. What does this mean? This means instead of including an entire blog post, or entire paragraphs from pages of your website, you should include 2-3 sentences, a small photograph and a link.
- The goal of a newsletter is ALWAYS to drive traffic to your website. Don’t give everything away in your newsletter. Why? Many reasons – the most important of which being that people have short attention spans and won’t bother to read it.
- A newsletter should be dated. Track your progress. Track your process. Refer to older newsletters in present times, and let the dates help so that newsletters serve as memories of your past and how far you’ve come.
- A newsletter should ALWAYS have an ‘unsubscribe’ button. Listen, I don’t care if you live in a country that is loosey-goosey with their spam laws. It’s 2022 and you should give people the option to opt out if they want to. No one subscribes to a newsletter for life, even if they’re your best friend.
- Open your newsletter with a personal greeting. Don’t just say “Hello!” Instead, choose something that speaks to your personality. You’d be surprised the difference a “Bonjour Butterflies” can make to the opening of an email.
- Measure success with KPIs. Key performance indicators are a great way to tell if you’re accomplishing good promotion with your newsletter, or if it can be improved upon. Depending on the size of your audience, use things like read rates, click-through rates, and conversions to measure how well your newsletter is being received. Ask yourself what you can do to make sure the KPIs are consistently being improved upon with each new newsletter.
- Close your newsletter with a signature. LET PEOPLE KNOW YOUR NAME. If you’re feeling really generous, give them your email in the said signature as well. There’s nothing worse than opening a bomb-dot-com newsletter and having it not be signed at the bottom. If your newsletter is important enough that you think people should read it, it’s important enough that you should sign your name to the bottom of it.
When it comes to newsletters, try to include 6-8 links, with the goal of getting people to click on 1-2 links total.
If you’re finding that not as many people are actually reading your newsletters as you would like, try sending them less frequently. Also, try telling readers when you will be distributing them. If people know there’s a particular day the newsletter is coming, they might be more inclined to watch for them in their inbox. After all, if you’re putting in all of the effort to make the newsletter, you might as well try and get people to engage with them.