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How To Stop Your Newsletter Readers From Hitting ‘Unsubscribe’


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Sending out a newsletter is a great way to stay connected with past and current clients, as well as reminding leads that you are the expert in your field should they need your services. But if they unsubscribe from your list you will never reach. Here is how you stop that from happening.

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How To Stop Your Newsletter Readers From Hitting ‘Unsubscribe’

  1. 1. How to Stop Your Newsletter Readers from Hitting ‘Unsubscribe’ By Amanda Watts Before you look at what to write in your newsletter you need to ask yourself ‘What do you want your newsletter to do?’ Is it to sell a certain product or service? Are you using it to get people to ‘like’ your Facebook page or ‘follow’ you on Twitter? Is it to advertise an event you are holding or attending, or is it to introduce yourself as a company? Ensure you stick to no more than two areas of focus, as you need to ‘call the readers to some kind of action’. If too many different actions are required the readers will do nothing! They may even unsubscribe! Your Newsletter Reader It is very important to look at who the target readers of your newsletter are. Are they connections you have made from LinkedIn? Are they people who you have met through a networking event or did they join your mailing list through an ‘opt- in’ via your website? It would be better to niche target your newsletters… if they are connections from your LinkedIn, chances are they will know you better than someone who has just opted-in on your website. The way in which you converse with your newsletter reader will be different depending on the audience. If you use the scattergun approach, and not write for anyone in particular (or write for everyone) your message will be lost. Getting Your Newsletter Read Keep in mind that no matter who you are targeting, if the information you include is excellent it could also be forwarded on to others – even to the press! We all like free PR don’t we… Suggested topics for your newsletter could include: • Recent accomplishments • Industry news  
  2. 2. • Additions to your offerings – new products or services • A tip of the month, week or quarter • Latest blog written on your website • Event details you are attending or running • Keep it interesting and relevant and your news will be worthy of a read. Social Media Links Make sure you have a Twitter and Facebook link for people to join you socially. Don’t hid them at the bottom of your email, they may get lost. If customers do just one thing and join you on Twitter or Facebook then that newsletter has served you well! What should your Newsletter Design look like? Ensure your newsletter ties in with your branding, it is really important to be seen as a brand as well as a company… Who wouldn’t want to be known for golden arches like McDonalds, or the ‘Just do It’ Tick from Nike. Â You must have brand consistency to do this… ensure your newsletter does. Don’t make your newsletter too text heavy. We are all time poor, we don’t want to have to read thousands of words, a simple picture and an explanation with a few links will serve you well… Do not create more online noise than there already its! Ensure you provide value – provide content that helps people. Tips, information, these are all worth reading. Teach potential customers something they don’t know, but something that will help them immensely with work or personally. They will want to read your next newsletter if you give them value! Do not oversell in your newsletter. Â If potential customers feel they are being sold to they will not read it. Create a Publication Schedule Treat your newsletter as a publication. This means publish it regularly, whether you chose to do this monthly, weekly or fortnightly, make sure you do it. And at set intervals. If your content is really valuable to your reader you may find that clients look forward to reading your newsletter, and they will be disappointed if you just don’t have time to send it. I would highly recommend auto-responders. They take time to set up, but once in place they will save you time, and also convert leads to customers… therefore making you money. Create an Editorial Calendar Create an editorial calendar for your newsletter as well as your blog. Once you know what you are going to write you can either write your content with confidence, or outsource it to blog/content writers who specialise in newsletter copywriting. Getting an expert to write your newsletter for you will ensure that the content is compelling and customers buy what you are promoting.
  3. 3. Get feedback from Customers A newsletter is the perfect place to get feedback from your fans. You can ask them to complete a survey or write a testimonial. Find out what they are thinking. It is very important to know how you and your brand are perceived Keep it Fun and Engaging Use easy to read language, do not use industry jargon. If you baffle your clients they will not want to read what you have written – especially you IT guys or Lawyers… you do not want your readers to hit that unsubscribe button! Outsource your Newsletter Writing Whether you wish to create an editorial calendar, or are looking at help in writing your newsletter, Kennedy PR can help you. Do call if you would like to discuss this in further detail. Final 4 Quick Tips • Place all time sensitive ‘calls to action’ at the top of the newsletter page. • Include links to your website and give them further information from there. • Keep you newsletter short! • Ensure that the readers have the option to unsubscribe Other ideas If you have more hints and tips for newsletter writing please put them below… so many emails are classed as white noise and junk email, let’s ensure that the newsletters we write are not included in these! Amanda is a Client Attraction Expert. She specialising in working with health, wellness and fitness professionals who need to market their business effectively to get more clients and make more money - but without working 70 hours a week. What separates the Clients In Abundance service from other business coaches is that she ONLY works with the health, wellness and fitness industry and ONLY specialises in getting more clients and making more money, but without getting burnt out. Because of this, Amanda's clients receive proven, undiluted, and extremely specific step-by-step information on exactly that they need to do to get more clients. As a result, those who coach with her get more clients, make more money and have more free time than they would doing this on their own.