brain-breaking bootstrap endeavor, particularly for small businesses, is authentically building newsletter lists. It’s a speedy world, yet the need to grow doesn’t trump etiquette. Few like receiving a newsletter they didn’t agree to. Read: backfire.
It’s a speedy world, yet the need to grow doesn’t trump etiquette.
Pickle: a campaign to launch alas short on folks at the receiving end. Deadline looming, we went the “old-fashioned” route: informing colleagues about the newsletter, inviting them to opt-in or opt-out, one personalized email at a time. Arduous? Yes. Worth it? Tenfold. The campaign was a hit. A few said “Nah” while others appreciated the approach, wishing us success while taking a vested interest in our campaign. One colleague responded, “Thanks for the most wonderful opt-in email I ever received.” The “Nah’s” welcomed the power to say No. Regardless of in or out, the back-and-forth dialogue paved an exchange for what’s in our respective hoppers these days. An impromptu catch up.
Newsletters provide a great digest of our work, though they won’t trump the tailored “Hello.” Often as possible, ditch robotics. Send a note, make a call or meet for coffee. Ain’t nothin’ like the personal touch.
Often as possible, ditch robotics. Send a note, make a call or meet for coffee.
–Offer to mention your recipient’s work if this aligns with your company culture. Sharing is caring.
–Specify newsletter topics along with preparation schedule. Fishing for content reduces with an inbox full of fodder.
–Share direct contact information. Better than a bubble.
–Request feedback. Criticism and comments could build your best campaigns.
Tips to add? Let us know in our comments section.
Here’s a template best peppered with a personal touch. Reference the 5k or the article that made you laugh.
I’m launching my newsletter featuring interesting insights into the industry we share, and would very much like to add you to my recipient list. I believe you’ll find our campaigns valuable which is why I’m personally inviting your closer look. Of course, you may unsubscribe at any time. Though in lieu of leaving our list, we’d mutually benefit from your insight. How can we best serve you? With respect to your time, our newsletter is prepared on [specify day] and arrives [specify sending schedule]. Keep us posted on your projects; we are happy to spread the word about companies doing good work.