So your blog is taking off, gaining a following, and people are subscribing to your newsletter – what do you do now?? First, stop acting so surprised – you’re awesome! Next, you need to keep your new subscribers coming back for more by keeping them updated on your blog’s happenings. To do this, you need to implement an email marketing plan. Don’t stress, it’s not as scary as it sounds – just follow these guidelines and you’ll be on your way to even more blog success!
1. Be Honest
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Before you start sending, make sure your readers know what they are signing up for. When collecting email addresses be explicit about what the new subscriber should expect. Weekly or daily emails? Did you promise coupons? Better follow up on that!
Specifics about what exactly subscribers can expect will save you trouble (i.e. unsubscribers) down the line. Additionally, try using a hook (like Kate Spade does, above) and entice readers to sign up.
Bottom Line: Be upfront with your subscribers, then keep your promises.
2. Be Consistent, Not Annoying
Your subscribers should expect your emails, not dread them. Decide, based on the content you offer, how often you will be emailing your subscribers. Though your schedule is ultimately up to you, a good rule of thumb is to never email more than once a day and never less than bi-weekly.
Bottom Line: Pick a schedule that makes sense for you, and stick to it.
3. Your Email Should Be Worth Opening
Once you decide on your schedule, try to stick to it – but make sure you have the content to back it up. It’s not enough to just have a catchy subject line:
Although an enticing one (like this one above that landed in my inbox) doesn’t hurt. Make sure your email includes content that makes that email not only worth opening, but reading… and that drives readers to continue on to your site.
When I clicked, I was not disappointed! SPCA was also smart to offer me more updates – specialized to the type of content I am interested in receiving.
Bottom Line: Make your content useful, funny, trustworthy, personal – attributes that will not only catch subscribers’ eyes, but also their click!
4. It’s All In The Details
It seems easy, but make sure all the simple things are perfected before you hit send. Spell check, working links, etc. Small details like this are the difference between a click through to your site and an unsubscribe. Take a break from the message and then come back later to edit. Or better yet, get a friend to take a look with a fresh set of eyes.
Bottom line: In the competitive world of email marketing, good spelling and grammar are easy wins.
5. Simple Works!
From your subject line to your body content, simple works best. Think of how many emails you go through each day – and how many you barely even scan. Get right to your point and have the reader get the full story when they click through to your site! HOWEVER, simple does NOT have to be boring. Stay away from formulaic and yawn-inducing content.
Bottom Line: The key to this one is to only give the information they want and need, but present it in a fresh and intriguing way.
6. Find Your Voice
Make sure the voice of your emails matches that of your blog. If you write a fashion, lifestyle, or pet blog, feel free to keep it casual and light. But if you run a blog about a more serious topic, make sure to keep the tone professional.
Bottom Line: You worked hard to find your voice as a blogger, make sure you stay true to it.
7. Change it Up
Keep an eye on the performance of your emails. This means monitoring your delivery rate (did your message land in the inbox or the spam box?), open rate (did the subscriber open your message or just delete it?), and click through rate (did the subscriber click through to your site?) If something isn’t working, change it!
Bottom Line: Keep an eye on your stats and find out what’s working and what isn’t. It’s never too late to implement a new technique or tactic, you never know until you try!
Remember, people are subscribing to your a blog for a reason – they want to hear what you have to say! So, stay consistent, keep your promises, share meaningful and well-written content, and stay on top of your emails’ performance.
