If you have been thinking about producing an E-newsletter, you probably have some important questions to ask. Thoughts ranging from content, where to start, and spam probably comes to mind. In this post I cover these topics and more. If you have not read my last post on “Why” here is the link: Accountant Benefits for E-newsletters.
Where to Start
To start-off you don’t need to have everything about your online marketing in order. Hopefully you have a website and your e-mail contacts of clients and leads. I like to start with thinking about these individuals. What are their interests and needs concerning content? Start the process of by brainstorming what you would say to these individuals if they are in your office or on the phone with you right now.
After these notes are jotted, the rest of the content can be filled in. Make sure to have a call to action. This is the next step you want them to take. It may be to pick up the phone or email you about this way to save money. This is just one of the major benefits of writing your own content that I covered in the last post. You have much more control over the next step.
Choosing an E-mail Service Provider
There are many options out there today. Some of them start-off free for up to 2,000 email subscribers. Any good e-mail service provider (ESP) will let you upload your e-mail contacts, send out opt-in requests (To keep you legal), and customize how you do things. Options like help with building your audience create campaigns, review campaign reports, and being able to have multiple users should be included.
Let’s say you are using G-mail, Outlook, or another provider. Your contacts can be uploaded to the E-newsletter Provider. You don’t give up your e-mail address. The provider just gives you a platform to run campaigns that you could not run on G-mail and the like. The ESP should also include segmentation. As a CPA you might not have the same content for every client or lead. Segmentation allows you to group people together and choose what group gets what message. Each platform has different strong points, but for the most part theses are necessary. MailChimp is a good place to start for free.
Opt-in E-mails keep it Legal
Different ESPs offer opt-ins in different ways. MailChimp has the double opt-in method. This means that even when you import your e-mail contacts and start the first e-newsletter campaign it will send an email request to allow for you to email them on a regular basis. It is called “double opt-in” because even if you were using those contacts with another ESP, you would still have to have them opt-in again when you switch the ESP. With this in mind, it would be extra work to choose on ESP and then have to switch and get current subscribers to opt-in again.
It is better to take some time and research the ESP that you can grow with. CAN-SPAM is the official name of the spam laws. These laws help to keep legitimate e-mail newsletters as an effective means of online marketing. Below is a summary of the main points.
- You must identify yourself/and or company name in the e-mail
- You must provide your physical mailing address in the email, at the end
- Your email address used must be the same address that they can send replies to
- There must be instructions or a link to remove e-mail address from the list if desired
- You must comply with all removal request and no longer send that person emails
If you go with a 3rd party ESP like MailChimp you don’t have to worry about these things because they are already a part of the service.
Best day of the week for E-newsletters
Tuesdays are the most popular day for sending e-newsletters. Wednesdays ranks second. I would recommend sending on one of these two days. Wednesdays actually has more of a low volume of senders. One of these two days would work fine for CPA marketing. The weekends have low volume but much less a chance of being read. Friday is the end of the week run. Mondays are Mondays.
How to Build E-newsletter Subscriptions
Here are some ways that you can build your list:
- Current e-mail contacts
- Website blogging
- Social media strategies
- A/B testing of landing pages
- Public speaking
Your current e-mail contact list is the best place to start. After you have a strategy planned, your first step would be to use your current contacts to get the ball rolling. After that, there are some other strategies that can be used. Social Media is made for this kind of subscription building.
Social Sharing vs Social Connection
Social connection is when you ask your contacts to like your page or follow you. Social sharing is when the author invites their friends to share entire blocks of content from their social media posts. Social sharing is a prime opportunity to build subscribers. Here are a few ways it can work.
Ask to share your E-newsletter
The e-newsletter template you use should include share icons at the top that are large enough to catch the eye. You can specifically ask the reader to share this e-newsletter on social media channels. You don’t have to do this every time, but you can plan for when it would work best.
Target One Social Network
If you really want it to be shared on let’s say Facebook, then just ask them to share it on Facebook. Use a larger button or link at the start of the written content. Or you could target the other way around and start on the social network and ask for subscribers. Always make sure to communicate what is in it for them. Include how subscribing will fill a content need in their lives.
There are lots of other ways to promote your e-newsletter after it is up and running. The important part is getting the process going. Then, you can start experimenting for better results. Quality content that addresses the needs of your clients and leads is a must. The e-newsletter is a perfect way to start reaching out on a regular basis and get more sales.