1. My best intel on what makes a great weekly email.
2. A simple tactic you can pitch in your weekly emails without coming off as annoying or overly “salesy.”
3. Why being in touch weekly is critical to your email delivery rates.
4. How to send your weekly newsletters using Campaigns/Automations that let you effectively increase your open rates by 30-50%!
6 Tips for generating great weekly content emails!
- Keep a running list of content ideas: This can be a simple spreadsheet where you can quickly drop your great content ideas when inspiration strikes! This way you can log the idea and get back to work (hint: don’t stop whatever you’re doing and try to write the article right at that moment). Just pop it in the spreadsheet and then when it’s that time of the week, head into your “content ideas repository” and grab one that strikes your fancy for the week! You should never have to spend time wondering what to write when it’s time to write.
- Delegate it or make the time + batch it! If you’ve got the resources to outsource the writing, you should. However, if you’re a solopreneur or you’re the one on your team who’s qualified to handle the content writing (or if you’re like me and you just like doing it), fine. But if you’re gonna be consistent, you MUST block out the time each week that it’ll take to write it. If you’re someone who works better in batches, consider taking a day each quarter and just knock all your content for the next few months in a single swoop! Then you don’t have to think about it!
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Give value: This sounds like a “no duh” moment, but you’d be surprised how many businesses send B.S. that nobody wants or cares about that’s doing nobody any good. Don’t send emails like that. Now, in order to create content that adds value, you first have to understand your audience…their problems, fears, frustrations, hopes, desires. The content in your weekly email or blog post or vlog doesn’t need to solve all their problems (that’s what your paid products and services are for!). But it should be something that they can take action on, or at the very least, it should be entertaining or insightful. Quick tips, “Top 5 ______ to Get _____ Result” kinds of articles are great (so meta 😉).
- Be consistent. It should go out each and every week. No excuses. Not only does it kill your email delivery rates to go for weeks without emailing your list, but when you mail weekly you will be shocked at just how much it keeps your numbers growing!
- It should feel fun & uniquely you: This is where developing your brand’s voice can be critical. Nobody likes generic, vanilla content.
- Keep it short! It should be as brief as possible. People are busy and the longer the email, the likelier they are to bounce once they see it. Consider splitting a longer topic up into multiple blog posts to create a series. Or send a super short email that contains a bit of teaser copy and a link to a full blog post. This is especially helpful nowadays when email open metrics are unreliable because, from an email inbox delivery perspective, you really want your readers to be clicking your email links. I’ll get into this more below. This is what we do for the most part nowadays.
- Have it proofed: We all make mistakes in our writing. Stuff that if we proof on our own, we can’t even see. And if you’ve got a bunch of typos in your writing, it hurts your credibility and your readers will unconsciously write you and business off as being amateurish and unprofessional. And if you ask me, they’ll be right.
- It should contain an offer: While it shouldn’t be all about the offer, each newsletter should contain a way for your readers to buy from you. We use Dean Jackson’s Super Signature around here and we love it! More on that below!
The “Super Signature” A simple tactic that lets you can pitch in your weekly emails without coming off as annoying or overly “salesy.”
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Why being in touch weekly is critical to your email delivery rates.
I can’t tell you how often I talk with business owners who tell me:
“I have X thousand email addresses on my list”
…but then when I ask when the last time they emailed them they’re like, “Uh…six months ago.”
The list that’s gone six months without being mailed is basically dead. It’s no good to you.
I get into why this is in this article, but nowadays, consistency is key because subscriber engagement is king. And if they haven’t heard from you in ages, not only will they be less likely to remember you/r biz, but the ESP’s are far likelier to deliver your emails into their junk or spam box.
Conversely, if you follow the guidelines at the top of this article, you’re golden. Your email inbox rates will improve or stay optimal if you’ve been doing this already.
How to send your weekly newsletters using Campaigns/Automations that let you effectively increase your open rates by 30-50%!
Now it’s time to actually send that weekly email!
This final part is for Ontraport users, specifically. Not already a user? We’ve got you! Ontraport is our favorite all-in-one online marketing platform. Sign up for a free trial of Ontraport through us and you’ll get LaunchPad – our incredible bundle of valuable bonuses worth $1,982. Learn more here.
Now, if you’re an OP user and you’re still using the “Broadcasts” feature to send your weekly newsletter emails, you’re blowing it. In fact, I wrote a whole article about just that right here.
Basically, you should be using Ontraport’s Automations (formerly “Campaigns) to send your email newsletters. And there’s a powerful tactic that lets you split test your subject lines and then resend the email (with the alternative subject line) to non-openers that can effectively increase your email open rates by between 30-50%. You can go here to watch a video training I created that’ll walk you through it step-by-step!
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