The last thing a business owner wants to do is to trick the subscribers to his or her newsletter. If you have been invited into an inbox, you need to know how to deliver on the promise of your newsletter. Remember, your subscribers can just as easily delete and unsubscribe as they subscribed.
It is your lead magnet that is helping you grow your newsletter subscriber list. What was the lead magnet about? What does your newsletter sign up form have on it? Did you promise to be in their inbox once a month? If that’s the case, then don’t start sending weekly emails. That will earn you an unsubscribe before you know it!
How To Deliver On The Promise Of Your Newsletter
Because time is precious and inbox real estate is precious you want to honor the privilege you have been given when a subscriber opens the virtual door and welcomes you in. Sure, it could be your lead magnet that originally drew them in — and that is its purpose — but you want to continue to build on the promise of the lead magnet and you want to remain in that inbox.
Here are ways to deliver on your email promise:
- Stick to the publishing frequency you promised during the initial sign up. If you decide to change the frequency, let your subscribers know prior to the change being made.
- Your headline should deliver on the promise of the newsletter content. Don’t use a “leading headline” — You Won’t Believe The Secret To Longevity… and it’s right in your cupboard!” then write a newsletter about how to clean a swimming pool. That is pure click bait and you will see a plethora of unsubscribes — and rightly so.
- Never add people to your email subscriber list without their permission. Your email provider will prompt you to answer whether you have permission to email the people you’re uploading — if you say “yes” then have a lot of complaints or unsubscribes, your email account could be shut down.
- If you have offered to show your subscriber, “how to grow your email list in five easy steps,” you need to deliver on that promise. don’t give one step a week for five weeks.
- Always have a call to action (CTA). Don’t leave the reader without a clear course of action. What do you want them to do? Call you? Schedule an appointment? Comment? Determine what you want then add a CTA in each newsletter. Your calls to action don’t have to be the same for each newsletter.
Are you sending out a newsletter? What is your open rate? What is your click through rate? Do you have an effective lead magnet? If you’re not sure, let us know. We can help!