Create Your Email
I think this is where most people have difficulty. Looking for ideas to write about, looking for images, trying to make sure that the spelling and grammar are correct.
Since I don’t believe anyone could cover all the aspects of great email campaigns in one blog post (best practices recommend that blog posts aren’t too long), I’ll try to hit on a few high points.
- Grab their attention at the start – have an attention grabbing first sentence.
- Have short concise paragraphs
- Remember to add some interesting personal stories when appropriate
- Have a clear call to action (best practices recommend buttons)
- Include links – to your blog, to your social media, and to your website.
- Include events, webinars, new offerings, specials on old offerings.
- Write TO YOUR CLIENTS. Pay more attention to what your audience wants to HEAR and less attention to what YOU want to SAY.
Finally, I understand that some businesses are cash strapped, and I understand that some people are highly independent and want to do it all, but there is absolutely nothing wrong with reaching out for help when you need it (heck, I only get paid if people need help so I’m a big fan here.) If you need some names of some great copywriters, feel free to contact me. If you have any recommendations you’d like to make, please leave them in the comments.
At the VERY VERY end of this post (if you care to keep scrolling down) I have some “recipes” from some newsletters that I edit and that I read.
- Writing an E-Newsletter that Gets Results. INC. Staff (inc.com)
- How to Write Effective Email Newsletters (webmarketcentral.com)
Finally, a review of the previous (and upcoming) posts on this topic.
- Build your list — define your target email audience.
- Create Freebie Offer
- Promoting your sign-up form
- Remember CAN-Spam
- Set up your program
- Create your email
- Test and Track
What others are doing
Mary Wu, Virtual Assistant – Typically, my newsletter consists of a short paragraph of a personal nature, an excerpt from a recent blog post (with an invitation to continue reading and a link to my blog post – to drive traffic back to my website), a segment I call “Other Great Reads” that are articles related to my “topic of the week” (or as the spirit moves me), and sometimes a promotion about a package.
Michelle Smith, Z and B Consulting – Michelle will typically have a short personal paragraph, an excerpt from a recent blog post, promotional information (when she has a promotion going on), she sometimes includes a “where’s Michelle” segment, where she talks about different networking events she’s attending. Michelle regularly tries to spotlight a client or business partner.
Evie Burke, One Insight Closer – Has a very similar plan, with a short personal paragraph, she will often post an entire blog post (but with a link if you wish to comment), promotional information (when she has a promotion going on), a “where’s Evie” segment, where she shares thedifferent networking events she’s attending. Evie typically will have a segment called “Evie Recommends” where she promotes a colleague or client. (She’s really good about that).
International Coach Federation Chicago – Has a “letter from the president” that spells out information going on in any given month (Murray will often lead with a quote). The next month’s Chapter Meeting is listed, with a short excerpt about the meeting and a link to the eventbrite page so people can register for the meeting. In the sidebar we list all of the small group meetings and the ICF Core Competency Call, and there is an area called “Coach Chat” where there might be a reminder if dues are due and articles of interest to coaches.
(Transparency — I edit my newsletter, also the newsletter for Z and B Consulting, and also the ICF Chicago newsletter)
All of the above have links to social media and websites, and social share buttons. (If you look at last week’s article I talked about templates, the “links” and “shares” can be set up with the template).