I hate getting emails…why should I send a newsletter?
First you probably hate all of those impersonal emails that ask you to buy something from a complete stranger. Well guess what? That’s not what you are going to send. A loyal list of followers needs to receive value from your newsletter. And value means providing content with tips, advice and insights. It doesn’t hurt to have some entertainment value thrown in.
When you’re sending a newsletter, your purpose is to keep your brand top of mind with the people on your list. They may not have a need for your services immediately, but they will, and you’re more likely to be the guy or gal they remember. You’re also trying to drive more traffic to your website. You don’t give away the entire meal in your newsletter, you offer appetizers with a click to your website to dine on more great content.
Here are the top emotional triggers that catch attention when sending a newsletter:
- Belonging and having a sense of community
- Hope and expectations
- Guilt – how to make something right
- Vanity – flattery over smart decision making
- Fear – what will happen if they don’t take action
- Lust and desire (we don’t suggest the first one unless you’re in one of “those” businesses)
- Greed for wealth or power
Generally we recommend sending your newsletter monthly. More frequent campaigns are best personalized via your CRM system.