now before you start, firstly yes I’m taking this out of context, however there are several more important reasons for sending a regular newsletter other than the content.

These are:

1. How often are you talking to your clients?
If your clients, customers and prospects aren’t hearing from you at least every 90 days, they are hearing from your competitors. I believe with the speed that information travels these days it’s more likely to be daily, or weekly. If you have a membership based business I would seriously consider at least once per week to your membership base and a fortnightly newsletter to potential new members. Regular contact is imperative to business success.

2. Not everyone will read your content every time
Your readers will generally fall into one of these categories:
- read only the subject & delete the email but they see your name
- open the email and scan it but they see your name
- read only the main article or your introduction but they see your name
- read the whole thing but they see your name

Do you get my point? They don’t need to read the whole newsletter to see you name. But each time they do something they are still seeing your name and your company name and that is the important part.

With our own Brilliant Web Design newsletter we get 1 -2% of our list take up offers but we get 10-20% response with requests for more information or quotes. This is now starting to happen more and more, after 12 months of regular newsletters.

I have heard stories of people who have been on lists for 5 years and never read the newsletter but one day opened one and booked into a $1500 seminar. Why? Because over 5 years of weekly emails they saw this person and their company over 260 times! That’s the power of a regular newsletter.

3. Regular & Repetition is the key
Create a schedule and stick to it. People have joined your list for a reason and are interested in your topic. I have subscribed to many, many newsletters – I think over 100. Do I read them all each week? NO WAY! But I scan some of the subject lines and read what I am interested in. It’s a great way to find information for your own newsletter. I read what is relevant and interesting to me and my clients at that time.

Before I had my own business I was in direct sales and my manager said to me once that “Persistence Beats Resistance”. So just keep going, and eventually it will work for you and your business.

4. Your Subject Line is King
Remember that I said I have subscribed to over 100 weekly newsletters. In order to get my attention they need a great subject line.

Some of the ones which have caught my eye are:

So Natalie, what’s YOUR greatest challenge?
10 Quick & Easy Marketing Tips
How to make money teaching how to make money
7 tips for attracting traffic with YouTube videos
YIKES! Are You Having a Summer Sales Siesta?

Keep a note of all the subject lines you have been attracted to and model them for your business. Magazines are also a great source for subject lines, they spend thousand of dollars researching what sells their magazines -model their approach.

Your subject line will determine if people open your email or not.

5. Never use an attachment or make people click on a link to read the main newsletter – BECAUSE THEY WON’T!
If your aim is to get people to read your newsletter then you need to make sure that the whole newsletter is contained within the email. Your readers shouldn’t have to open PDF’s or click on links to view the main newsletters. Many people now read their emails using the reading panel in Outlook, so they can scan the email in one glance. If you have a PDF or a link – if won’t even get scanned. Just don’t do it!

So, your action step is to start a regular newsletter. Need help? Call Natalie now on 0408 545 516 or email me.