How a Newsletter can make You a Trusted Resource


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Permission Marketing for Membership Lists

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photo by HowardLake Any of the reputable bulk email service providers (ESPs) will expect you to have received permission to email your subscribers. In many cases, this requirement can be satisfied by having a public sign-up form . Of course, this isn't an option for organizations sending private messages to a membership list. Just because someone has agreed to become a member, paying or free, doesn't mean you have permission to email them - unless you have asked for it during the membership process . Granted, this may seem like overkill. Generally, when someone becomes a member, they'll expect to receive some email communication. But the problem likely won't arise from your members. It'll come when you (wisely) decide to use a bulk ESP to communicate with them. That is when it will be important to be able to demonstrate that you have permission. While you might be asked to provide proof of permission for all subscribers, being able to show a process that ...
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Good, Fast, Cheap

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Curate to Become a Trusted Resource

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Keeping a consistent schedule is something we coach our newsletter clients about. Over time, consistency will show up as loyalty - from both sides of the equation. You are demonstrating your loyalty to your readers by creating and meeting expectations. Your readers become more loyal when you do that. Being repetitive is also important. Sales gurus say it takes 7 tries to get someone’s attention . Of course, I don’t mean that you should do the same thing 7 times. Be creative and try 7 different approaches. Over time, repetition will show up as diligence and tenacity . The key words to note are 'over time' because neither of these strategies is instant. photo by an untrained eye Click to Tweet this Article
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Colour of the Year for 2018 is No Shrinking Violet

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Purple is my favourite colour so I couldn't be happier about Pantone's latest announcement . Pantone says, "Inventive and imaginative, Ultra Violet lights the way to what is yet to come." Purple is an emotional colour and has always been considered a little tricky for marketing, tending toward the sentimental and feminine. I'm looking forward to finding ways to use it in my own marketing. How about you? Will you use more purple in 2018? Click to Tweet this Article
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If Efficiency is Your Goal, You'll Want These Tools

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Being Opened vs. Being Read

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Does a high open rate mean anything if nobody is reading and acting? Your open rate is an indication of brand recognition. Your click rate is one indication of whether your newsletter actually gets read. (How many newsletters do you open without reading?) Getting read is what raises your reputation and prompts interaction . Did you know that you can actually increase one at the expense of the other? That’s why, when you shoot for one goal, you have to be aware of what else you’re impacting. Being opened, being read, and being clicked – that’s being 'read deeply' . Want to know how to ensure that your newsletter gets read more deeply? Send it at an off-peak time. When there is less available to read, people are more likely to read more deeply. You might be thinking, “That’s nuts! My open rate would drop.” And you’d be exactly right. But the amount of reading in relation to your open rate would increase. Go figure. Email marketing stats show that open rates are (sli...
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Summer Marketing Sets You up for Success in the Fall

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Create the Content; Promote the Content

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Are any of these your reasons for publishing a business blog... ? to be found (on Google or anywhere else) to build your reputation to be seen as an expert to be useful to start relationships All of those are great reasons to blog! But, regardless of why you've been writing, your efforts will only pay off if people are reading your stuff. Aside from creating content, does your content strategy also include a plan to both distribute your content and attract new readers ? Create the content, then promote the content. It's an ongoing process that you need to keep alive - both for your own benefit and for your fans. photo by wallyg / Flickr Click to Tweet this Article
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List Building Using Social Media

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