We all subscribe to newsletters we mean to read and then don’t. And then we transfer that feeling to our readers and worry they’ve done the same thing. I combat that by regularly asking folks to unsubscribe. (And if I discover I’m not reading a newsletter, I unsub myself. There’s only so much time. We can’t do it all. What we cull is as important as what we keep.)
Telling them it’s okay to leave helps cull the folks who are staying because they’re too nice to unsubscribe.
Everyone is busy. I see the choices as (a) be easy to ignore, and become One of Those Newsletters, or (b) be so good they don’t want to ignore you.
Yeah, (b) is harder. It’s also the professional choice.
Our last post was about making sure your newsletter is relevant, and before that, the effect of ensuring it’s anticipated. The final post in this short series is about how being personal trumps them both.
When a stranger interrupts, it’s offensive, annoying.
When a close friend interrupts, it’s probably just conversation. We do it all the time. Sure, in some settings we’re careful to be more formal, to listen politely until the other person is done speaking, to use active listening and all those cool techniques for really connecting.
But if you and I are chatting about music and you start raving about Eric Clapton and I butt in with “Clapton has gotten boring; have you heard Steve Winwood play guitar lately?” that’s just conversation — friends talk over each other and interrupt and generally treat conversation like a rugby scrum.
To effectively market by email you need permission to contact your readers. This can be done by having a sign-up box on your website or even a sign-up sheet at your location. It is very important to comply with the federal laws. If you don’t have permission, don’t send an email.
Some of the US Federal requirements when sending commercial emails are:
1. A real, clearly identified “From” address
2. A real, working “Reply To” address
3. Clearly defined content
4. A real, working unsubscribe link
5. A clearly identified address
Using an email campaign program such as Constant Contact or MailChimp can help you stay spam-compliant.