I’ve been harping on about my newsletter for a while now but have I set it up to succeed? Its all a matter of organising that newsletter!
Why have a newsletter?
Newsletters are useful for retention and they also help by nudging people to come back. There are many pro bloggers who use email marketing as a part of their marketing strategy.
“Building a list?” what is that?
You may see the pros write this “building a list” line from time to time. If you read anything from Neil Patel’s Quicksprout blog or Pat Flynn’s SmartPassiveIncome, you’ll know that building a list is important.
To put things into sharper focus this is a list of emails of your audience. Not a shopping list. Marketeers break down this list further by suggesting those who buy from you, those who tend to share your work or “interact” and those who fit your target audience. Your list can be broken down further into segments (like an orange) if you so do wish.
If your blog covers more than one area (or niche) you can create a campaign to cater for each interested party. It’s like a buffet.
When you start reading about “Conversions” and “Leads” you are deep in marketing territory. Essentially building a list is about helping to fulfill the criteria to achieve these two buzzwords. A conversion is someone channelled down a path to buy something, a lead is the same. The difference between conversion and leads is that conversions can be based on any outcome (such as a person downloading a free guide), leads are only potential for a sale.
You can lead a horse to water but you can’t make it drink
The same is true with many things that people might choose to click on your website. It’s all about design and what you are trying to give away. It’s all about value and the sense of imperatives.
Where am I having to adjust the newsletter?
Firstly, my campagins themselves aren’t sorted out.
- I need an introductory email to welcome the new subscriber (which I haven’t done).
- I need an RSS style campaign where each new mail is posted out (which I haven’t done).
This is kinda bad on a scale of 1 to 10 and me scoring 0.5. I need to remedy this!
Is my newsletter signup form sexy?
Simple answer, no! I’ve compiled a few examples from other notable sites for you to peruse. Notice how each differs significantly and yet do employ some similarities.
I use the most basic option from MailChimp. A clean form lodged in my sidebar but this isn’t enough.
Do I want to put my signup anywhere else?
I want it as the last thing you see in each post. The pre-footer footer. The point at which you realise;
“Oh snap, this article has finished! Maybe I should sign up for the newsletter for all that tasty goodness?!”
What’s this A/B Split testing malarkey?
Split Testing is yet another one of those marketing terms. It works by splitting those who take an action on two or more forks. The analysis of which technique or layout performed better can normally be declared quite quickly. Marginal changes mean that further split tests are required. Neil Patel of Quick Sprout is a particular fan of the split test. Often by changing the colour of a button, re-positioning it or adding some inspired content somewhere, you can push more people over the line.
So in simpler terms I have 100 people view the same page except 1 unique difference:
- 50 people see a red button
- 50 people see a blue button
- The red button results in 10 people performing the required action.
- The blue button results in 3 people performing the required action.
- My split test has told me I should use a red button.
The good thing about a split test is that it can be run an almost infinite number of times. You could have it running all the time tweaking something or other about how you want to “convert”. These campaings aren’t always perfect because you might have unknown and unusual spikes in your traffic and your sample group may not act “scientifically“.
MailChimp and Aweber provide this option but as I’ve discovered for MailChimp this option only unlocks after a few successful mail campaigns have been run. That’s not such a bad thing because if you are beginner it is a bit more technical.
My questions to you!
- Did you create the list at the start or sometime after when you realised how important it was?
- How do you organise your newsletter?
- Do you have one?
- Have you ever used split testing? Do you plan to?