If you have a blog for your business, good for you! How many subscribers do you have? How are you getting people to read it? Just hear me out… A blog is great, but alongside it you REALLY need a newsletter. If you don’t have a blog, don’t worry about it yet. Your first priority needs to be developing your email newsletter. Here’s why:I can’t force you to read my blog. You may be subscribed and you may receive a notification everytime I publish an article. If you’re not subscribed (shame on you), I thank you for stumbling across and reading.
When you have a newsletter using a service like Constant Contact or Mailchimp, every time to hit the “Send” button you are putting a message into your subscriber’s inbox that says “Just Hear Me Out!” The subject may be different, but unlike a blog, you are taking your content to the people, rather than making them come to you. What are you doing to make sure they read your newsletter?
Are your subject lines catchy? Are they intriguing and make your subscribers jump to read your content?
They should be! Boring subject lines will mean a low open rate. Recently I sent a newsletter called, “Your Contract Will Kill You.” The open rate went through the roof! My subscribers were intrigued and wanted to know more!
Catchy email subjects are a developed skill. You need to walk the line carefully between risky and proper, humorous and professional. The last thing you want to do is offend a potential client before you have even had the chance to speak. While some may include slang obscenities in their subject lines to grab that extra bit of attention, I refuse to do so, and I honestly recommend against it.
Imagine this: Joe the businessman is sitting in a meeting with one of his clients, and has his screen on display for his client to see. His email notifier pops up and tells him he has a new email from ABC Company with subject line “**** That!” I assure you, Joe the businessman will be terribly embarassed, and will most likely unsubscribe as soon as the meeting with his client is over.
Depending on the newsletter service you use, split A-B testing is available. What does that mean? Simply put, you can enter two different title/subject ideas, and both emails will be sent (each to a different segment of your subscriber base). After the email is sent you will receive a report as to which subject line received the better open and click-through rates.
Remember, the best way to say “Just Hear Me Out!” is to take your content to the people you want to read it. If you allow the people to hear you in their inbox, or in their “here”, they will be more likely to listen to what you have to say.
Do you need assistance setting up a newsletter? I can’t deny that our preferred newsletter service for small businesses with a tight budget is Constant Contact. We have helped many companies set up their newsletter templates and develop their contact. You are invited to contact us for more information and to subscribe to our newsletter here.
Kim Sutton is the Managing Partner and Chief Everything Officer of The Sutton Companies, including Sutton Strategic Solutions and Sutton Creative Studios. She is a graduate of The School of the Art Institute of Chicago where she earned her Bachelor’s Degree in Interior Architecture.
An avid reader and passionate learner, Kim is constantly researching, studying and developing business improvement strategies. When it comes to client work, Kim especially enjoys helping her clients develop innovative marketing strategies and sales funnels, particularly when they are using Infusionsoft to automate all the heavy lifting. To find out how you can further develop your company’s marketing and automation strategies schedule a 1-hour Business Boost Strategy Session by clicking here.
In her free-time, Kim cherishes the time she gets to spend with her husband, Dave (her business partner), and five children. She also enjoys reading, knitting, writing and playing video games.
Get a copy of Kim’s FREE guide, “10 Top Tools for Small Businesses” by clicking here.