Newsletters are still hot in 2019, and they will remain one of the best marketing tools in 2020.
Yes, today I’m going to share information about why you should always consider newsletters as a relevant marketing tool. With free tools as MailPoet and MailChimp what’s holding you back?
In this article, I’ll walk you through the process of improving your newsletter signups.
GetReponse has conducted a bunch of research in the past and here’s just one screenshot how effective newsletters are. The report is dated 2017, but there’s no need to doubt the effectiveness of the newsletter.
I know what it’s like; it’s frustrating as hell. The reality is that generating a nice list of brand fans can take ages.
People don’t just sign up to your newsletter like they did 15 years ago. People have become extremely cautious.
Privacy legislations such as the GDPR in Europe has deterred especially new entrepreneurs from the thought of sending newsletters. I’m not going to get into GDPR or any other privacy rules. You can read a GDPR article written by MailChimp
Back to the signups issue: The majority of your audience will only register for your newsletter if they believe it will benefit them. Benefits differ per business.
If you’re planning to send newsletters packed with discounts, product updates you may expect a higher registration rate than a monthly recap of blog articles.
Another reason some sites manage to generate many more registrations is because of trust. They trust your business enough; the step to signing up to your newsletter is much smaller. If they’ve never heard of you, pure hesitation will prevent them from signing up and there’s nothing you can do about it.
It’s actually a little bit like SEO. You can have the best SEO tactics implemented but Google prefers older domains and domains that have authority and trust. Trust is measured by reviews and backlinks from other high ranked and authority sites. All you can do is create content which is shared, liked and generates backlinks by other sites.
So how can you build trust when you’re a brand new company trying to get people to register to your newsletter?
Well, as explained above, it’s going to take a lot of time, patience and some hard work. All you have to do is produce relevant content for your audience. If you have an agency like me (I don’t sell tangible products), there’s enough to write about.
The other great thing, I find, with creating content is the learning curve. I don’t just write every blog from the top of my mind; I research data by reading relevant blogs and studies.
Creating interesting and relevant content helps earn trust with your audience. All you have to do is keep your visitors in mind and ask yourself how this piece of content will benefit them. If it benefits them, then at some time they will decide to sign up. If not, push your newsletter marketing a little more by changing positions of the sign-ups button.
So know you understand the need to create super useful content your visitors want to read, it’s time to create a newsletter strategy.
You need to make some decisions such as the frequency you’re going to send out emails — the content of the mails, the design, the analytics.
Last but not least, you need to promote the newsletter by creating ad-like buttons or by mentioning it in your blogs.
Should you use newsletter services such as MailChimp they have ready-made registration modules and design templates. All you will have to do is copy the embed code and paste it for the registration function to work. You can make the necessary adjustments. If you take the pro accounts, you will have more customisation possibilities, including connection external services such as Google Analytics.
Personally I don’t use MailChimp or MailPoet. I’ve chosen to go with ActiveCampaign because AC offers much more possibilities and customisations which fit my needs better. AC offers a lot of marketing automation which is an enormous time-saver. To give you an example:
Let’s say you sign up to my newsletter – I can then automate the following steps besides the regular opt-in emails. I can automate that the people registered through a specific blog will get bonus content or maybe even a special deal.
You can also offer specific content based on the site you came from. So let’s say you found my site by searching in Google. I can define in AC to direct you to a specific page on my site. Same goes for visitors from Facebook or any other channel I choose to automate.
In the end, what I love and sometimes hate about Active Campaign – it makes me think and rethink strategies. There’s just so much you can do nowadays it sometimes drives me nuts. I even find myself not dealing with it. Not because it’s complicated because it forces me to think and rethink. I don’t always have sufficient time to sit down and consider how to automate.
As I’m writing this post, I think I need to take a few hours and review some of the automation possibilities. Active Campaign isn’t as expensive as it sounds. They have plans starting from $9 a month. If you’re starting this plan is the best for you.
But can you imagine what you can do with a marketing automation system if you’re selling physical products? Wow, it’s impressive.
I hope this short article has helped you gain some new insights on how to create newsletter registrations.
Good luck and feel free to share your tactics so we can all learn and improve together.