One area where many business owners go wrong with their newsletters is to ignore the fact that more people than ever before are now accessing emails via smartphones and tablets.
(PRWEB) May 31, 2013
Initially, the idea of writing a regular newsletter can understandably seem a little daunting. But it's well worth it for driving customers to purchase goods or services from a company, says leading Australian business coach Gollan. It’s not like writing a school essay which can leave the writer stumped, Gollan advises. That's because with a newsletter, 70 per cent of the information is already there.
First though, he says, it’s necessary to find an email software package to work with where you can insert all that valuable content. He recommends three – MailChimp, Constant Contact and AWeber, before going on to outline the idiosyncrasies of each.
Next Gollan says it's necessary to let people know there is a newsletter to sign up to. There are many ways to do this and one of the most popular is to insert a pop up opt-in box onto the website. Gollan goes on to highlight several plugins – both free and paid for - for WordPress accounts. He also recommends those with an ecommerce box consider a signup checkbox at the website’s checkout.
But often, even that isn’t enough to entice potential followers. To swing it, Gollan says, it's necessary to come up with an incentive for visitors – in other words, a reason for them to sign up to your newsletter in the first place. This ‘freebie’ could take the form of a free e-book outlining valuable advice about the sector the business sits in, or a free initial trial of a service. It could even involve a 10 per cent discount on goods on a company's website or instore.
Another persuasive argument for encouraging web or blog visitors to sign up to a newsletter includes adding in testimonials at the opt-in stage, says Gollan. Collect these as they come in from satisfied customers and ask to use them for this very purpose. Would key players in the sector also be willing to add their praise? Ask them. Why not, says Gollan, they can only say ‘no.’
Collect email subscribers via social media channels too, Gollan advises. The fact that these customers or potential clients are already ‘followers’ or are FB ‘friends’ shows they are already interested in the products or services on offer. As a result, Gollan says, it should not be too difficult to convert them to being a newsletter reader as well.
Then again, it is possible to entice them, Gollan says, by creating a FB or Twitter contest where one of the entry stipulations is to sign up to the newsletter. An exclusive freebie for social media followers also works well here.
The big bugbear with newsletters is content, concedes Gollan. But don’t let this stand in the way. It is far easier to populate those e-pages , than it might be believed. For instance, links to blog posts, mention of special promotions, a business update, sector advice – this is all good fodder for newsletter content. And, those who don't have the time to write themselves could always outsource this task to a freelance copywriter or blogger at little expense to themselves.
Gollan finishes his article How to Build Your Email List from Scratch with a word of warning:
“One area where many business owners go wrong with their newsletters is to ignore the fact that more people than ever before are now accessing emails via smartphones and tablets," he says.
“Newsletters which don’t fit this new format are likely to be deleted due to difficulty with reading them. As a result having a mobile-friendly newsletter format is not just necessary but essential.”
For the latest up-to-date and effective information on how to boost business through marketing and promotional techniques see the website today of top Australian business coach caseygollan.com.au