Newsletters questions

[Baa]

I don't think I've ever written a newsletter that has been read by more than a handful of people and yet it is still a valid and useful marketing tool if you can get them right. I thought I'd open up a thread to discuss newsletters, cos I can't be the only one scratching my head.

What do you think about them?
What makes you open them?
What do you expect from them?

Do you have a successful newsletter? If so any hints or tips?

[FionaJMD]

I too am interested in this.

If people didnt want to receive the newsletters then they can unsubscribe.  So they obviously want to receive it so why not open it.  Or is the unsubscribe too much effort for them too LOL.

I see a newsletter a bit like a blog in some ways and I need to get into the habit of doing them regularly.

[seamus]

I've not sent out a newsletter in ages, I do still recieve quite a few though.

The ones I actually open and read tend to be either suppliers newsletters, just to keep track of what they are doing, new products, offers etc
or newsletters from shops that I tend to use more than once, like strings direct (guitar strings) can pick up the odd good deal.

Stores I'v only bought from once that send out newsletters, I never read them at all, or if the newsletters dont actually contain any extra useful info, then I'll stop reading them.

Suppliers newsletters should contain up and coming products, price changes, products that might be discontinued, all useful info that could benefit me as a re-seller.

If it's just an advert for their website, with nothing useful in it, then I'll stop opening them.

[Baa]

Suppliers newsletters should contain up and coming products, price changes, products that might be discontinued, all useful info that could benefit me as a re-seller.

Did that for ages, but when I found out we were barely into double figures on opening them when we were sending triple figure newsletters, it took the wind out of my sails. I sent one newsletter and had just three open it 

I agree no spam and no sending out more than 1 newsletter a week unless it's of prime importance or involves an opt in course type thing.

[conran]

I run a newsletter at BlokeToys, and it works very well. I always have a spike in sales when I send one out.

I haven't been focusing on it as much as I should, and I've been trying out a few new things such as making it image based, and I'm not sure that has worked.

Tips...?

If you have different audiences split the newsletter based on them. For example, with adult toys for men I have one for gay men, one for straight men and one for everything. They can select which ones they want to receive. That way your marketing is more targeted and you'll have fewer people unsubscribing because they keep getting promotions and news unrelated to what they're interested in.

Don't spam with too many newsletters. Wherever you mention the newsletter on your site state how often it goes out and stick to it. I would say no more than once a week.

If you have the option, address it to them by first name or user (usually a shortcode such as #username)

Use something to keep them interested. Humor is the best way to increase opening and click-through. If they know they're gonna have something funny to read on a Friday evening they'll be less likely to delete without opening and more interested in what you have to say.

Use really good offers to convince people to come in. Check what products have been really successful in the past and go for one week lowering the profit margin on it to as low as possible, then create a page to cross sell other products alongside it. So, something that was £19.99 becomes an irresistible £9.99 for a week, they click that and arrive on a landing page offering related products too, other top sellers...

I get a few newsletters, and some arrive almost daily. Most of them are really poor, using the same lines to convince me to click something. One of the most annoying is from Bill McRea, with all the predictable big promises. I know it always leads to "download this now!!!!" and so I don't even bother opening them, they go straight in the trash.
Newsletters should be less about selling something and more about informing and updating. The clue is in the title, it's News-letter not Sell-letter.

Finally, I would suggest trusting your gut. Pay attention to what makes you click and actually read a newsletter, and avoid all those things that make you immediately delete. What would YOU want from a newsletter?

I'll bet you'd want it to...
Look good and be formatted properly.
Not be shouting at you to buy something.
Have something interesting or funny that you can look forward to reading.
Be genuine and friendly.
Not be clogging up your inbox every day.
Be relevant to you.

These are just my experiences and thoughts, and not every business is the same.

[Baa]

Thank you Conran

That's a smashing post, really useful for marketing letters as well as newsletters. Thanks!