You’ve probably heard again and again about the importance of having a great newsletter. Your newsletter allows you to stay in contact with the people interested in your products. It allows you to build long-term relationships and increase your conversions many fold.
That said, how do you actually manage a newsletter well? What makes people love certain newsletters while they routinely ignore others?
Well, here are a two key newsletter management tips that will help you out.
The 80-20 Rule
The 80-20 rule basically works like this: 80% of what you send should be content and 20% should be sales.
That’s because if you bombard your newsletter with offers, people will either unsubscribe or just get used to not reading your content.
On the other hand, if they know that any time they open your emails they can expect high quality content, they’ll get used to opening your emails.
There are two ways to adhere to the 80-20 rule.
- Method #1 is to send high quality content emails and include a brief offer on the bottom of each email or every other email. This works great for many marketers.
- Method #2 is to send high quality content consistently with no sales pitch. You build up credibility in your user’s eyes. Then, every once in a while, you promote new products, a sale, or a special offer.
Because you’ve built up your credibility, they’ll still open and read your emails. They’ll not only read your sales emails, but they won’t get turned off, as they know that you don’t make it a habit to pitch them.
The Importance of Consistency
You need to give your users the chance to get used to your mailing schedule. For that reason, you’ll want to pick a frequency of mailing and stick with it.
People often ask “How often should I mail my list?”
Well, that can depend on a lot of factors.
In this post about how often you should email your subscribers, I shared some tips about email frequency that cover blog content and product promotions. I think you’ll want to read it. It will help you make some decisions on how often to send emails.
Once you decide how often you want to communicate with subscribers, stick with that schedule unless you have a major promotion or decide to change your frequency.
If you just use these two newsletter management tips, your newsletter will have a great chance at becoming one that others love to read. Make sure your users know how often to expect your newsletters, stick to your mailing schedule, have at least 80% content and keep your quality at the A+ level.
How do you manage emails? Let’s discuss it below.