Debbie Mayo-Smith international inspirational motivational how-to speaker technology, time management, improving business performance
Motivational Speakers, Sales, Marketing, Time Management, Productivity, Technology, Tips

Success With Email Newsletters

The other morning, I was having a delicious cuddle with our seven year-old triplets. Wanting to extend it, I started asking math questions like “how much is 2 plus 3?”They quickly got bored and wanted to go watch cartoons. I still wanted my hugs and kisses, so I changed the game. “Matthew,” I said, “if you were having morning tea with Marcus at school, and he gave you two raisins and he ate two, how many raisins did you both eat? Aaron, if Adrian kicked the ball to you three times at lunch time…”Well all three triplets shouted out the answers and fought with each other for each subsequent question. I’m the one that finally called the game off.

It’s got to be the same with your emails. You need to grab your reader’s attention to make your message stand out from the crowd and keep their interest. Especially if you are a small or mid-sized company where much of the business is based on “you”. People do business with your company because of “you”. Put “you” into them. Paint pictures. Use personality and style when writing. This is what will get your emails and newsletters read and will keep that permission running.

Our newsletter is over six years old now. Circulation has increased from the original 100 to over 12,800, mainly from word of mouth. Why? Because I try my hardest to give it personality. To write like I talk and to make it interesting – but not “me, me, me”. Yup, along with email marketing I write about good places to take kids during school holidays. I start many a sentence with “And”, plus I am an ignoramus when it comes to grammar. However readers tell me they really enjoy receiving and reading it.

So based on my humble experience, here are my top 5 tips for success with your email newsletters.

  1. WIIFM – The number one key to your success is to make sure your entire newsletter is written from the reader’s “What’s In It For Me” perspective. If you want to talk about one of your services, then write it up in a way that covers the benefits they receive from it, rather than just plugging it. I’d say this is the hardest thing to do consistently. I find it hard to resist trying to sell our workshops. So I compromise by mentioning them not very often. And when I do, giving a special. For our last issue I ran a contest. This brings me to number 2:
  2. Have true Internet specials . One of our clients is a training firm. With each issue of their newsletter, they offer a 50% discount on one of their many courses to the first one to book. By doing this consistently – especially if you do have something to promote to your readers on a regular basis – you are sure to get your newsletter read. Well, scanned at least.
  3. Design it well . There is no reason not to html. This allows you to use colour, bolding, fonts and the like. You don’t have to go all the way and use graphics linked to your website. An in-between solution works well. It’s incredible how a little colour can brighten up your email, and get the attention that you require. Just make sure you design it correctly so if your readers print it they don’t get furious using up a lot of colour ink. We keep two distribution lists. Those that require plain text and the html. The plain text only has 200ish individuals on it (from the 4000 total).
  4. P. P. P . Paint pictures and use personality. I have a friend, Catherine Smith who’s a great copywriter. It’s a joy to get an email from her. How many people can you say that about? She weaves cool magic on that Mac keyboard of hers. She writes an online newsletter for an executive recruitment firm and what a difference having her as a copywriter makes. Or, lets take this article for example. If you were in my shoes, would you have started this article writing about hugs and kisses with your children? Probably not. But it was a good parallel example, it painted a picture in your mind and perhaps made you think about your family.
Treat your database like gold . Do not take advantage of your readers and do guard their privacy. Even though I’ve been asked, I won’t take advertising on the newsletter. I would never consider selling the list or burning permission by emailing too often. But this doesn’t mean that you can’t be clever and use your list to your advantage. For example what a leverage / negotiating tool when you think about developing working relationships. What is an honest endorsement from you to your mailing list worth to another company?

A LOT!!!

Debbie Mayo-Smith (BSc Hons Econ) is an International Motivational Business Speaker and Managing Director of SuccessIS! (http://www.successis.co.nz) and a leading specialist in easy practical ways to improve business profitability, personal productivity and Internet marketing. Debbie lives in NZ and travels the world speaking, writing and training. By the way, if you'd like to get lots of neat tricks like this, plus marketing and business development tips, why not enrol for our free newsletter?

This article is copyright to Debbie Mayo-Smith & SuccessIS. You may use it for your newsletter, website or as an article. It can be reproduced - but in its entirety and with inclusion of Debbie Mayo-Smith as the author and the weblink www.successis.co.nz


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