**This is a guest post by Whitney Hitt from TheCommonGreat.com**
I’m not kidding when I say – I want your subscribers to re-freaking-joice when they see your name in their inbox. I don’t want them to consider, even for a second, hitting the evil delete button (how dare they?) when they see your emails…at LEAST until they’ve read the whole thing approximately 3 times.
Which is why today, I want to share with you 14 quick and easy tips on how to create a newsletter that isn’t a snoozeletter (Ha! I just made that word up! You like it?) and that makes the people on your email list oh-so-happy they subscribed.
Let’s get to it, shall we?
1. Say My Name
Before your subscribers can read your newsletter, they have to open it, right? True story: The first newsletter I sent out completely fooled my husband. How so? Because he came home and said, “I thought you were sending me a personal email, and so I opened it right away! But…it was your newsletter!” The reason he thought I was emailing him directly is because I insert a First Name tag at the beginning of all my subject lines. (An easy thing to do if you’re using MailChimp).
For Example: The subject line for my last subscriber email could have read, “Here are 3 ways I want to promote you.” However it actually read as, “Hey Andrea! Here are 3 ways I want to promote YOU!” More personal, right? People like hearing and reading their name. It’s just a fact. Because of this, your personalized subject line is going to stand out among the others stashed in their inbox.
2. Readability Rocks
You can find articles everywhere sharing tips for creating a more readable blog post. (And [insert shameless plug] I have one right here for ya.) And here’s the thing: those same readability guidelines apply to the emails you send to your subscribers. Break text up with headings, lists and bullet points. Keep those paragraphs short. Throw in some images when they make sense. Basically, put as much thought into the look and readability of your emails as you do your gorgeous blog posts.
3. Don’t Get Suckered Into Scheduling
You may want to debate me on this one and that’s okay, but hear me out. You do NOT need to feel pressured to create and adhere to a strict newsletter schedule. Don’t feel obligated to promise subscribers a weekly, bi-weekly or even monthly email. If doing so truly works for you, then that’s just fine. However, creating a rigid schedule often pressures you to push out an email that’s less than your best.
Maybe you have nothing of TRUE value to send your subscribers that day…but because of that pesky time-table, you feel forced to compose something regardless. It’s hell on you and does nothing for them. And if you do that enough times, people will eventually either quit reading what you’re sending or unsubscribe altogether. Eww.
For Example: I never know when I’m going to get an email from Regina, one of my blogging icons, but I DO know that when I see her in my inbox, it’s because she has something epic to share. Which makes me excited! So I beg of you, don’t get suckered into scheduling!
4. Be Branded
I know this one will get a “Hell yeah” from Dre, but truly: You need to adhere to your blog’s branding guidelines when constructing an email for your subscribers. From your images, to your writing voice, to your colors and typefaces; all should be completely cohesive with your already established branding. Not doing so will instantly confuse your readers and dilute your brand…neither of which is cool.
5. Open With Purpose
A good way to begin each newsletter is to quickly and compellingly tell your subscriber EXACLTY what they are going to get by reading on. Make it snappy, exciting and clearly state the value to THEM. The odds of them remaining engaged to what you’re sending greatly increases if they know right off the bat what you have in store for them.
6. Everyone Loves a Present
Tell ‘em what they’ve won, Johnny! (Is that reference too old? Probably.) Not only are freebies a great way to entice readers to sign up for your newsletter in the first place, they’re also a wonderful way to retain their love for years to come. When you take the time to create something special and exclusive to only them, they will appreciate the gesture, I promise. Whether it’s a free workbook, printable or a deal you’re passing on to them, everyone adores a present.
7. Be Original
You know those newsletters that do pretty much nothing other than list the blogger’s latest posts? Yeah, we’ve all seen them. And no, none of us liked them. Which is why our newsletters should be chock full of original content. Create an original blog post they can’t find anywhere else. Expand on a prior article. Tell a story. No matter what, give those sweet, sweet people something fresh.
8. Give Them A VIP Backstage Pass
I LOVE getting a behind the scenes look at the creative process of my fave bloggers. Don’t you? A newsletter is a fantastic platform to share such things with your biggest fans. Give them a screenshot of what you’re working on. Show them pictures of your workspace. Share your current plans and tell them what’s going on in that beautiful mind of yours!
9. Value Their Opinions
One of the BEST resources you’ll ever have for feedback is your mailing list. More specifically – the amazing, generous and completely loving PEOPLE on that mailing list. So, ask them for their input! Doing so tells them you value their opinion and instantly makes them feel like a part of what you’re creating. Plus, knowing what they think helps you to create things they are more likely to enjoy. Talk about a win-win!
10. Prop Them UP!
One of my personal favorite things to do is create opportunities for my subscribers to be seen, and newsletters provide the perfect vehicle to do just that. You can do things like invite them to contribute to a compilation blog post or ask for testimonials which you can share permanently on your site. Ask them to send you their favorite blog posts so you can tweet those suckers and promote their hard work. Think outside the box and give them ways for you to sing their praises publicly!
11. Get Graphic
I know that in tip #2 I talked about breaking up text with branded images for the sake of readability. But beyond that, you can also use things like graphics to pull attention to links and call-to-actions (CTA’s). Maybe instead of just hyperlinking the words “click here to join me on my upcoming vacation via Instagram”, (snooze) you could create a big old button that says “Road Trip With Me!” using whatever graphic creator you love. Insert that attention-grabbing image into your email and link it instead!
12. Shhh! Tell Them Secrets
Did you just discover a tool that’s crazy amazing? Tell your subscribers! Are you in the beginning stages of a collaboration that’s not yet at a place where you can release it to the whole world? Let them in on it! There are tons of things we run across as bloggers that while they may not be suitable for en entire blog post, are still valuable or tremendously cool, and those are the types of things we shoulder whisper in the ears of our subscribers…via email.
13. Make It Quick
I’m not saying your newsletters need to be super short, but I am saying that they should pack a mighty punch in a slightly condensed package. When I cozy up to read your blog post, I’m prepared to invest a little time. Most of my favorite articles are detailed, long and really go in depth on the topic at hand.
However, when I open up my inbox, there are a crap ton of emails in there, all vying for my attention. To say I skim would be putting it mildly. People rarely go through their emails with the mindset that they are planning to invest a ton of time, especially on one thing. They pick out what’s most important and try to digest what they can…quickly.
If you have a whole bunch of “wow” to share with your subscribers, consider breaking that “wow” into more than one newsletter and space them out.
14. Get Personal
And finally, one of the #1 reasons people will subscribe to your mailing list is because believe it or not, they want to get to know YOU better. Plus, getting personal allows me, your subscriber, to feel far more emotionally connected to you. If you want to establish an authentic bond with your audience, giving them little glimpses into your personal life is a great way to foster that.
Also, if you tend to put more of your personality on display through your social media accounts (like I do) then you can create a solid tie-in to those platforms.
For instance, my (completely adorable in every way) dog has received a couple of shout-outs in my newsletter. So, I also made sure to let my subscribers know that if they enjoyed seeing her, there was a whole lot more where that came from if they follow me on Facebook. Bottom line: Give your subscribers an opportunity to relate to you and better know the person behind your posts.
Have any more tips to add for peeps looking to learn how to create a newsletter that kicks ASS?
What are some of the elements your favorite newsletters have in common? Meet me and Dre in the comment section and tell us all about it!
Whitney Hitt is the good-intentioned maniac behind the blog TheCommonGreat.com, where she shares great tips in common English to help bloggers and business owners achieve their goals and create an online presence that’s unforgettable and crazy effective. Basically, she’d rather have you breaking the internet than Kim K.
If you’d like to see what Whitney is sending to her subscribers, click here to get on the email list!
This was a totally awesome post. I just tossed my RSS feed to the wind and started my own newsletter. I’m totally impressed with myself. Unfortunately several of my subscribers signed up under feed burner so I didn’t want to use the first name variable in mail chimp because I was afraid that would show up. I’m so excited to share my first personalized newsletter with my subscribers.
Wooohoooo, that’s awesome. I’m impressed with you too, Stacey – GET IT, girl!! {fist bump}
Great! I’ve been looking for advice like this in one post for the longest. Thank you! I feel so much more at ease with starting my newsletter. Exactly what I needed.
I la la looove hearing that, Karen! Here’s to kicking ass and taking names {lierally} with your newsletter! ; )
Hello Dre. Excellent tips from Whitney. I am starting out with a new business at the ripe age of 55…so one of the bigger challenges is getting to grips with all the technology, software, apps etc to actually creat a website and newsletter in the first place, never mind what to write in them or how to brand them!
Two years ago this month, I could not even cut and paste!
I genuinely want to say, that I have soaked up your advice about branding( working on that this bright and early morning in Ireland) and loved this advice from Whitney, especially about not being pressured into scheduling.
I have written a few newsletters, and have included short videos of being out and about in Ireland. NOTHING to do with my products, but simply as a way of letting subscribers get to know me, and enjoy a short armchair visit to Ireland. I thought this idea was a bit nuts, but not any more after reading this post.
Thanks again.
Beir bua agus beannacht (victory and blessings),
Rosaline
Awww, I la la loooove hearing that Whit’s advice is helping you find your groove and own it! There’s nothing like letting your peeps get to know you on a personal level, it really does change the game. Age is just a number, if you want something you should go after it no matter what, kudos to you for being so brave and driven in reaching your dreams. You should be sooooooo proud of yourself for investing your time into learning the tech side. It can be one daunting undertaking so going from copy and paste to posting comments on blogs and sending out videos to your list. You are a true BADASS, lady!!
Keep plugging along and don’t look back. ROCK ON, sista… ; )
Hi Dre! Thank you for sharing these tips from Whitney Hitt with us. I was actually reviewing my newsletter (which went out today Thursday) and evaluating how to improve it. I really want to connect with people and give them value and this info is definitely going to help. I’m paying special attention to point #14 “Get Personal.” Sometimes I forget is about the person behind the information. I am so excited about the content I’m sharing and the ideas I have, that I forget to talk about myself. I understand that builds trust and that’s how we connect, so I’m working on it. I like for example how your writing sounds exactly how you talk. I joined your list and your FB community a few days ago and when I read your posts, I hear you! It’s exactly like listening to one of your webinars…very cool!! Thanks again!!
That’s so freakin awesome that you’re going to use these tips to step up your newsletter game. There’s nothing like the bond that opening yourself up creates with your peeps. And I LOVE that you’re hearing my voice when you read my stuff. I tried for over a year to write like a polished up marketer and it felt icky and ultimately got me NO WHERE. When I launched The Branded Solopreneur I promised myself that I would 110% me and OMG, it’s made things a shit ton easier, it’s attracted the like minded peeps I wanted to connect with for so long and it’s given me so much confidence to get er done Dre style. It’s badasses like you that truly make my day. THANK YOU for the love and for being such an epic part of what I’m trying to do with the world of solopreneurs. ROCK ON, sista…
I just sat down to write my newsletter and, because I needed to procrastinate, opened up my inbox instead. What a timely article to find inside!
I’ve just moved from a monthly to weekly newsletter and even though I have 9 jillion ideas when it comes to blog posts, when I sit down to write my newsletter… crickets in my head. I never know what to say.
Tip #14 is a great reminder, because I always assume people just want the travel goodies without the “me”!
OK, I’m gonna go write that thing like a badass right now.
Jane
I say keep is simple then and let yourself get used to sitting down to write. Keep your emails to ONE main point, whether that be to let them know about a new blog post, a new product/service, or just to check in and ask something specific. The two things I find work best is to keep your intentions focused on just ONE thing you want your peeps to do when they’re done reading {i.e visit your new blog post, sign up for a mini course, let you know xyz, etc} and to always sneak in a tasty personal morsel about yourself. Letting your list get to know you {the good, the bad, and the ugly} is a great way to start conversation, bond and get your peeps opening up to you. It’s PURE magic when you start earning your reader’s trust…seriously, MAGIC!
You got this lady, just start small and stay consistent and it’ll feel a lot more natural a soon! Big ass high five for the email & comment love, Jane…you seriously rock in the most glorious ways! ; )
Hi Dre and Whitney
That’s a great post about newsletters, I was wondering what the difference between a blog and a newsletter. You guys must be psychic as this topic came into my mind this morning. Great points, brilliantly written, take a bow xx
love Ellen xx
Thanks-o-ton for the comment love, Ellen! A blog is located on your website {or a website} while a newsletter is sent via email. At least that’s my delineation of the two. A newsletter is sending something to someone, while a blog is something peeps need to come too. I can’t tell you how much boomjuice I’ve gotten from my newsletters. It’s taken my blog to mini beast mode…still working on mega beast mode.And I totally 2nd the bow…Whit ROCKS!!
Thanks for showing us your tips – they were awesome! I particularly liked the points about getting personal, both in content and how you address your peeps, and keeping it focused and on point. One of my favorite “newsletters” is actually a video and typically lasts 5-7 min, but provides great content on a specific area of business and really makes me feel more engaged (even tho she has no clue who the hell I am)!
I’m always blown away when I share personal things with my badasses how much they return the vulnerability with sharing themselves with me. I think this day and age we HAVE to be real and get personal with our readers so they can really get to know us and trust us, so I’d wholeheartedly encourage you to get more personal in your writing, Jillian!
I love me a good video too, but there’s very few people that can keep me engaged beyond 2-3 minutes. BUT, like you said it makes it soooo much easier to get to know someone when you can see them while they talk. That’s the only reason a lot of us give in and tackle video {hand raised}. High five for the comment love, lady – I can’t tell you how much I appreciate it!!
These tips are awesome! I’ve only been writing a newsletter for a few months now and admittedly, it’s a bit of a struggle to keep up with it. This is why I am so appreciative of #3! I totally realized that about Regina the other day and this just affirms that you don’t have to play by any “rules.”
Also, Dre, have you heard from Whitney? She’s been MIA for over a month now…:/ Loved seeing her words on your blog today.
You guys are both so awesome and I love seeing you collaborate!
I view most ‘rules’, ESPECIALLY in the marketing space as there to break so I’m with you and Whit…scheduling meduling. ; ) I did hear from our favorite sassy pants a couple days ago, she’s been buried in life, tech issues and moving but she promises to be back online in a couple weeks. Thanks a HEAPING ton for the comment love, Marissa – I’m sooooo glad Mrs. Whitney intro’d me to you…maybe there’s a collaboration in our future too. Hey, a girl can hope!
Dre, I would LOVE that! That is…if the creative community is ready for such a duo as you and me. ? Let’s chat sometime.
And ahh I’m SO relieved to hear she’s alive and kickin’! Thanks for filling me in!
Oh the awesome sauce badassery that will proceed our partnering…whether the creative community is ready or not we shall be an epic duo. I definitely want to chat ya up, girl. I’m knee deep in creating my branding course right now so give me a couple weeks and I will email you to get something on the calendar. I think 2016 sounds RIPE with duo possibilities!! I’m gettin giddy just thinkin about it. ; )
Whitney these are seriously awesome tips! I know that I should be growing my email list, but I get totally stuck for ideas on what to write! Not only is it great that you’ve shared some tips and ideas, you’ve also taken the pressure off a bit for me too – I was getting kinda worried that I wasn’t sending newsletters out often enough, but what you’ve said is really spot on. Frequency shouldn’t matter; quality should!
Anna
Whitney certainly did crush it here with the tips, didn’t she Anna! Big ass high five for the comment love. Here’s to you and your badass newsletter! ; )