What’s the difference between a newsletter and email marketing? Some people will tell you that a newsletter should be information, while email marketing is promotion or sales. However, there’s information – and ‘information’.
I’ve said this many times before – but people aren’t interested in your new mission statement, your move to new premises, your latest team members, promotions or even new products and services – unless there’s a clear benefit for the reader. So a newsletter that’s mostly company information is going to get either deleted or unsubscribed from altogether.
When it comes to email marketing it tends to be a series of messages rather than just one, but if these are a straight sales pitch you’ll get more deletes and unsubscribes than sales.
So, you’re probably wondering if emailing potential (and existing clients) and other connections is worth it. The answer is ‘yes’ if you get your messages right.
Crafting a great email
- The subject line needs to shout ‘open me’! That means you need to know what your readers’ problems are and address this in your subject line. If you haven’t got a crystal clear, detailed description of your ideal client, this is your first task (TIP: there’s a template you can use in the Treasure Chest)
- The first paragraph needs to engage your reader by either talking about a pain they have or telling them about something of great benefit to them. It also needs to be conversational.
- Paragraph two builds on the first part, either contrasting the pain with the benefits or vice versa.
- A subheadline is a good strategy to re-engage their attention (just in case, they’re not big readers!)
- In the next paragraph give them something of value – a tip, a strategy, a 3 step process.
- Close by delivering your promise and call to action. This could be the promise of more information of value, a discount for earlybirds or a limited period or a code to enter to get a special price. Then tell them what to do next – and provide a button that links to the sales page, your phone number or easy-to-follow instructions.
- Sign off
- Add a PS – ideally with more value.
TIP: If you write blogs that give great information – use these to lead your newsletter with valuable content.