December 10, 2018

What's the Best Day of the Month to Send a Newsletter?


Wouldn't it be great if I had a magic bullet for you? The thing is, if I did, everyone else would be sending their newsletter on that day and it would no longer be magic. What I can do instead is give you some suggestions to help narrow it down.

Is your schedule dependent on others?

For example, if you're a real estate professional, you'll want to send your newsletter after mortgage rates have been adjusted so you can include that information. If you plan to curate content from certain bloggers, and they all post in the middle of the month, you don't want to plan your newsletter for the first week. Think about what, if any, information in your newsletter is dependent on others and plan around it.

Send when your contacts are using their email.

This means that if your contacts are opening your newsletter at work, you want it to arrive during a workday. And you typically don't want this to be right after a weekend or holiday when clearing out the inbox is a priority. So mid to late morning on a Tuesday, Wednesday or Thursday is your best bet.

If your contacts are consumers, reading email on their phones or at home, it's harder to pin down a "best" day or time. You can experiment and you can also ask your contacts.

Don't pick a date, pick a day.

The day of the week is more important than the day of the month. Consider all the people who commit to sending a newsletter on the first of every month. What do you think their open rate is like on July 1st (in Canada)? Select something like the second Thursday each month, or the third Wednesday.

If individual consumers are your target market, you would send earlier in the week if you sell commodities, and on payday or right after if you sell luxury items.

Be consistent.

Once you settle on your schedule, stick to it. If you let it slide to the last day of the month, you'll be competing for attention with everyone else who did the same thing.

When you schedule the recurring item in your calendar to send out your newsletter, also back up 2-3 days and schedule your newsletter prep time. Prepping and sending at the last minute is a recipe for mistakes.

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December 3, 2018

How to Answer a Question on Your Small Business Blog


You might think your website FAQ page is the best place to answer questions but I would argue that your blog is even better. In fact, I suggest your FAQ page should list the questions, and perhaps short answers, with links to blog posts for more detailed answers.

If your answers to frequently asked questions are individual blog posts, that content is ultimately more shareable via social media, email or chatbot. It's also a great way to make use of common keyword phrases, boosting your SEO.

The Question

The question you're answering might serve well as your post title or you might include it in your first paragraph. If it makes sense, you might also add some context which gives information about who the answer is for. For example, I might mention that I get asked this question often when networking with other small business owners.

The Answer

Generally, there are two types of answers.

Facts and/or opinions:

In this case, the question might start with something like, "What is the best ... ?" It's important to differentiate between facts and your opinions. Consider including 2-3 points to back up your position, whether using facts, opinions, or both.

Instructional:

This question might start with, "How do I ... ?" Make your response easy to follow by using bullet points or numbered steps. Include things like screenshots, photos, videos and worksheets - visuals can often make the difference between understanding and confusion.

Of course, if you are mentioning things that you have already talked about on your blog, you'll want to add links to encourage deeper reading (like I just did there).

This type of content will serve you well, and not just online. The next time a client sends an email asking questions, you can quickly direct them to well-thought-out, detailed answers.

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