The word marketing conjures up some really negatives images for some people. Some of us just feel almost dirty doing it. It can rank up there with knocking door to door trying to sell steak knives. Truth is, your business won’t exist without marketing though. It is important to understand that marketing is just communicating what you are or what your product/service is about. It doesn’t have to feel uncomfortable or dirty.
With that, email marketing is one of the easiest marketing strategies out there. You’ve gotten email addresses from people who want to know what is going on. You can now feel safe that you are not harassing anyone. They WANT to be communicated to. You have put them into an email management system. Now what? Now what? Now it’s time to start communicating (a.k.a. marketing).
A newsletter is one of the easiest ways go to about this. Here’s a few simple rules to follow when creating a newsletter for your peeps.
1) Be genuine. Don’t be afraid to get a little personal. It is natural for people to want what feels safe and familiar. We often fear the new. You ARE your product/service. People want to know you. Better yet, they want to associate your product with you. Just be yourself!
2) Be consistent. This is probably the one I personally struggle with the most . I have an art newsletter that goes out once a month. I actually had to put it on my calendar so I always know when I need to get it out. Early on I would send it whenever I felt like it, and often months would go by. The open rate on my emails wasn’t very good because I wasn’t consistent. Don’t let people forget about you.
3) Choose catchy titles. We have all experienced that morning blast of emails where we scroll through deleting emails without bothering to read them. When I began sending out newsletters a few years ago, I made the huge mistake of putting “January 2013 Museletter” in the subject line. There is nothing about that subject name that makes me want to open the email. I finally started getting creative with my titles. After appearing on a television show doing live painting I sent out a newsletter with the subject, “I’m a TV Star”. My open rate doubled. I peeked people’s curiosity. When you are thinking of a subject line for your newsletter, consider whether it is something you would want to read.
4) Talk about what you’re doing. People have signed up for your newsletter because they are interested in what you do. Keep them up on what is happening. Tell them about what you’re working on, what is motivating you, what shows you are doing, or a product/service you are working on. Let your people in on your process.
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