"No longer are we padding our metrics with vain, inflated subscribers who ultimately harm our deliverability and email performance. Instead, we're keeping our email list smaller, but way healthier and more effective."
You want to start strong and the way to do that is to make a personal connection with your readers. While there are many ways to make that connection in each issue, your first issue is where you set up expectations about the value you'll provide. It's often the point at which subscribers choose to stay or go.
Here are some things you might want to include: Write your introduction to your ideal client.Acknowledge that this is your first issue and that you appreciate your readers' attention.Tell readers what they'll be getting and how often. Outline the benefits of staying subscribed.If you have added your customers and business contacts to your subscriber list without their express permission, acknowledge that you have done so and why you have. (For example, you might say that they have bought something from your store, or you met at a networking event.)Tell readers that it's easy to unsubscribe via the footer in this and every email.Ask for feedback and suggestions…
A wrap-up article is a logical and unique grouping of pieces of content where the grouping provides value to the reader beyond the individual pieces on their own. You might think of it like a themed gift basket.
There are several reasons we need to be creating these wrap-up articles. They... serve as a great resource - valuable information grouped togetheruse commonly searched keywords and phrases (good SEO)encourage deeper readingare often faster to createprovide a process to repurpose past contentremind us of what we've written and provide inspiration to write more
Wrap-up articles serve us better than just about any other content we might create. Of course, we have to be creating content on a regular basis to be able to wrap it up.
There are lots of different ways to group pieces of content: by topic - e.g. content idea generation, writing tipsby use - e.g. how-to, conceptual, tipsby thing - e.g. infographics, videosby user - e.g. for beginners, for expertsto conclude a series -…
There seems to be some thinking that getting people to read to the bottom of a newsletter is a most desirous goal. And, if getting people to read to the bottom (read the whole newsletter) is so important, isn't putting the really good stuff at the bottom the best way to make that happen? The short answer is that it doesn't matter. Oh, the placement of content matters but whether someone reads to the bottom doesn't... at all. If you think it does, you are thinking about your newsletter strategy all wrong. It's all about your reader finding value in opening your newsletter. That value might be in the form of useful information or it might be interesting reading or both. And it definitely shouldn't be hidden away at the bottom. In fact, it should be immediately obvious. Having readers discover value in hearing from you regularly is the goal. It doesn't matter how much they read. Your readers aren't thinking, "I have to read through all this other stuff befor…
If your ideal client has finally found you - your website, your blog, your social profiles - you want to be strong and confident with your calls-to-action. I've written before about 'just' and 'feel free' and other wishy-washy language. It doesn't serve you well. Here's a short checklist you can use to evaluate your CTAs before publishing: Be specific. Assume you have what they want. Make it easy for them to get it. Appeal to emotions. Talk about results first. Make it about the reader's wants and needs, not yours. Whether it's an email to a colleague, a newsletter, a blog post, a landing page, or a social media post, these best practices all apply. If you've been struggling to write effective CTAs, run a trial with this checklist and see what happens. Click to Tweet this Article
In preparation for our office party this year, I wrote a poem. Then I gathered together the things I would need to have a party with Romeo and Danielle. (The Temptations were for Romeo, the phone for Danielle, and the coffee for me.)
Romeo, my cat, is used to hearing me talk out loud as I proofread and he was unusually excited about hearing the poem.
Danielle, who lives several time zones away in Saskatchewan, also works alone (and helps me out lots) so I invited her to my office party by phone. It was a good move because she's a master at rhyming words.
After much anticipation, I started to read the finished poem aloud to them. As you can see in the photos above, I had their full attention.
Ode to a Midnight Blog Silent night, late at night,I've still got my blog to write. My laptop propped up on my bed,I'm hoping ideas will fill my head. Yawns escaping, eyelids drooping,Neck is stiff, my thoughts are looping. My brain is sore, I think some moreAbout what the heck I'm doin…
You can tell when you read a headline that lets you get to know the writer a little better. It often contains an opinion, or perhaps a turn of phrase that is unique to them.
If your business is all about selling you, it's worth it to take extra care with your headlines and subject lines. Here's the promised simple test: Read your headline out loud. Does it sound like something you'd say out loud?
Still not sure? Go look yourself in the eye in a mirror and say it out loud. Or add the words, "Hi Mom," to the beginning of your headline.
This test will make you stop and reconsider. Perhaps you won't change a word but the exercise is still valuable.
Don't overspend your time editing the text and not give enough attention to your headline. Your headline is the most important factor in whether anyone even gets to reading your article.
It happened again today. I am blown away by how often I see this particular mistake.
I received an email newsletter from a business I wasn't familiar with. That's OK but I wanted to go to their website to investigate more. And there was not one link in that newsletter that went to their website!
Granted, there are times when you may not want to distract readers from another goal for your email. But a newsletter is definitely a place where you want to encourage click-throughs to your website.
There's a very direct correlation between the amount of text, the number of links available to click, and your click-rate - the more links, the more clicks.
There are many ways to insert links to your website into your small business newsletter. Here are a few suggestions.
Insert links behind images.
☺ Always insert a link to your Home page behind every iteration of your logo.
☺ If your photo appears in your newsletter, link it to your About page.
☺ Behind product/service images, link …