2 Critical Newsletter Management Tips

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Mumbai Mirror..
photo credit: Kavya Bhat

You’ve probably heard again and again about the importance of having a great newsletter. Your newsletter allows you to stay in contact with the people interested in your products. It allows you to build long term relationships and increase your conversions many fold.

That said, how do you actually manage a newsletter well? What makes people love certain newsletters while they routinely ignore others?

Here are a 2 key tips for creating newsletters that others love.

The 90-10 Rule

The 90-10 rule basically works like this: 90% of what you send should be content and 10% should be sales.

If you bombard your newsletter with offers, people will either unsubscribe or just get used to not reading your content.

On the other hand, if they know that any time they open your emails they can expect high quality content, they’ll get used to opening your emails.

There are two ways to adhere to the 90-10 rule.

Method #1 is to send high quality content emails and include a brief offer on the bottom of each email or every other email. This works great for many marketers.

Method #2 is to send high quality content consistently with no sales pitch. You build up credibility in your user’s eyes. Then, every once in a while, maybe only once every couple months or so, you do a hardcore marketing push.

Because you’ve built up your credibility, they’ll still open and read your emails. They’ll not only read your sales emails, but they won’t get turned off, as they know that you don’t make it a habit to pitch them.

The Importance of Consistency

You need to give your users the chance to get used to your mailing schedule. Pick a frequency of mailing and don’t deviate from it.

People often ask “How often should I mail my list?” The answer is: As often as you want, so long as you’re consistent.

Some emails are monthly emails. People know and expect these emails once a month. For example, in the financial sector, many analysts publish newsletters with market predictions once a month. They’re very successful, because people know what to expect.

On the other hand, some newsletters are daily. For example, daily horoscopes do very well, because people know and expect it every day. They open their horoscope which takes 2 minutes every morning, like clockwork.

It doesn’t matter how often you want to mail, so long as your readers know how often you’re going to mail them and they get used to the consistency. Pick a frequency, let them know how often you’ll mail them and don’t deviate.

If you just add these two things, your newsletter will have a great chance at becoming a newsletter that others love to read. Make sure your users know how often to expect your newsletters, stick to your mailing schedule, have at least 90% content and keep your quality at the A+ level.

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