I’ve had the opportunity to talk to a lot of people who use e-mail newsletters to communicate. Whether it’s for their church or club or small business, a lot of people depend on newsletters to stay in touch.
The 2013 National Client Email Report by the Direct Marketing Association found that 68 percent of marketers ranked email newsletters as the number one vehicle helping them achieve their goals. If you’re using email newsletter campaigns to draw subscribers for your business or organization, here are some tips to draw even more.
Teaser to Subscription
Your newsletters should include enough enticing information (news and events, for example) to get readers to click through to your website. From there, give a little more—but stop short of revealing every detail. I
At this point, ask them to subscribe to your service or donate to your organization. Subscription management platforms like Chargify make it easy for businesses to bill customers monthly or annually. Customers can also upgrade or downgrade their subscription with one simple click. This simplifies and even automates the process for you, giving you more time to focus on the content itself.
Creating Content for Social Media
Content firm Curata found in its 2012 Curation Habits Report that newsletter lists grows at a 12 percent rate quarter-over-quarter when companies present less than half of each article via email. Companies that sent more than 50 percent of its newsletters via email only experienced 5 percent growth to its newsletter lists.
Quality content will always be what draws consumers. It is especially important to social media marketers to provide followers a brief (three sentences or less) synopsis of their newsletters, along with a link to their website where the rest can be read.
Small companies or ogranizations with five employees or less should consider hiring professional content writers on a freelance basis. Millions of Americans have a driver’s license and know how to operate a car, but that does not make them a NASCAR professional. Similarly, you can can obviously type, but that doesn’t qualify you as writer who can produce professional content.
One way to way to find qualified writers is via your company LinkedIn page. You can post the job opening as an update or as an actual want-ad on the network. The latter, however, will come with a fee.
Facebook Paid Posts
There are mixed opinions among marketers as to the effectiveness of Facebook-sponsored posts for business pages. Citigroup and Advertising Age surveyed 701 marketers in January 2013, with 61 percent saying they use Facebook for advertising. Still a majority said they never tried paid advertising on Facebook, even though the service had been available for nearly seven months.
There are different levels of Facebook paid advertising you can test a campaign on. You can either set up a CPM (pay per impression) or CPC (cost per click) account, and set the maximum you’re willing to pay per. Start with a low budget and if the results are worth what you paid, increase the amount to potentially expose your ad to more Facebook users.
The combination of newsletters and social media can substantially increase your subscriber base and profits if utilized correctly. Keep it simple and watch your organization grow.