One of the most important aspects of attracting people to try out and or continue using any product (or website) is to give them a constant reminder that it exists, and it is enjoyable – and one way is to have a newsletter (….but don’t overdo it – too much and you risk annoying them & then possibly unsubscribing!).
However, how do you get people to visit your site and sign up to your newsletter? Even if you have a website to attract people to, this can still provide a challenge. People have to first take the decision to visit your website, and this often makes for a tough conundrum. This is where your website marketing comes in. And once you get your site noticed with your marketing efforts, the next thing you will need to do is to keep them coming back…..
How to entice people to visit and keep coming back for more…
There are certain things that you can do to keep your website in people’s attention. such as simply by putting it in front of them with methods such as advertising, social media etc – but whether it is by clicking a link or typing a URL, in the end people still have to decide to click on a link, banner or advert and visit a website…
To make your website enticing you should pay a lot of attention to the look of your site – it needs to be attractive, well designed, the images and graphics should look professional and smart and the website navigation should be well-thought out and easy to navigate. Your visitors should be able to easily and quickly find what they need in only one or two clicks. Your website also needs to be fast-loading, as slow websites annoy visitors and will lead to your site being penalized by Google.
And lastly, and most important of all is your website content. Your website content is the number 1 most important feature of your website and it needs to be well written, well researched, free from errors and most importantly it needs to be USEFUL or of interest to your readers.
Use Attractive Marketing Materials…
Your marketing materials (banners, social media images etc) should also look professional and enticing. You can design your own via online design tools such as Canva, but unless you are very artistic and proficient at using graphic design tools then I would recommend hiring a professional designer for your marketing materials (….as I’ve never seen any home-made graphics that compare to professional designs..). Your marketing materials should also compliment and match the look and feel of your website, too.
Next: Start planning your Newsletter…
Once you have a great-looking website and marketing graphics you are ready to start planning your newsletter. You’ll need to prepare some articles ready to send out, and also prepare any offers that you want to include in the launch. Before launching a newsletter you should try to pre-prepare at least 2 or 3 newsletters in advance. That way, if you get busy or distracted they will be ready to send out on time (plus you can also schedule them in advance if you use a software to send out your newsletters).
How to launch your newsletter..
Promote, promote, promote!
Once you have a newsletter you should promote it on your website, social media, plus also offline too if you have a traditional bricks & mortar shop/premises. Any marketing material you use – such as flyers, brochures etc – should also promote and mention your newsletter and gently suggest to the reader that they sign up.
You should also consider using a “carrot” to entice people to sign up to your newsletter – such as a discount on their first order, or simply the ability to be the first to know about new products or promotions, sales, etc.
How to keep Newsletter readers interested long-term…
When a Newsletter is sent to your inbox then, as long as you are interested in the subject matter, you are liable to open the email. Once you have opened the email, you are likely to keep reading as long as the content is brief enough to be read in the time it takes to read a standard email. However, if you want people to keep reading those newsletters, it is worth giving them a reason to do so.
Keeping the reason to open and read that newsletter in people’s minds is your biggest challenge – many people choose to do so by continually having special offers. If each newsletter contains an order code (coupon) that allows the individual to get money off a product, or tips to work on a specific problem etc, then usually people will keep reading it – and if you include a link to your site, they are liable to continue visiting.
Importance of using click-worthy titles…
Another tip is to make sure you use good titles for your articles – you would be surprised what a difference this alone can make.
Try to make the titles catchy or interesting, or even witty providing you can pull it off (…humor is actually the most difficult thing to successfully achieve in advertising and marketing campaigns….). Your titles should also be appropriate for your target audience & corporate image (….so a smutty or crude title would not be suitable for a business website.
That said, one of the most popular & visitor-attracting articles on one of our other websites was titled “Business-In-Site.com gets caught with it’s pants down!” – it was about how we went live before the website was actually finished due to advice from a hired “expert”, who’d assured us that we’d be fine to go live with an unfinished website because no-one would even find us let alone bother visiting the site etc – advice which proved to be hugely wrong… (we were swamped with visitors from day one)
Which Newsletter Software to use?
As for which Newsletter Software to use, that will depend on your budget, your needs and perhaps also the type of website or CMS (Content Management System) you choose for your website. There are plenty of free Newsletter plugins available, and even free Newsletter Services (such as “MailChimp” although there will be limits with the free services, such as the number of subscribers allowed). If you use WordPress there are a number of free or very inexpensive plugins available.
If you decide to use a website based solution such as a newsletter plugin you will first need to decide whether your server environment can handle sending out the D.I.Y. newsletters – if you have a large number of subscribers it could cause problems for you & your web host, so be careful to limit the amount of newsletters that you send out per hour (…..too many and your hosting service could suspend your account….. ) plus you will probably need to use a SMTP plugin or SMTP service to ensure deliverability.
Why should you use a Newsletter Platform?
If you plan to have many thousands of subscribers and your budget can afford it then you would be best using a newsletter platform solution. in which case you will need to use a Newsletter Service, such as AWeber, Get Response, Constant Contact, MailChimp or some other similar paid newsletter / mass-mailing service.
Using a Newsletter Service also has other benefits too – in your Newsletter Service dashboard you will likely have many tools at your disposal which can help make your job easier and or faster than is otherwise possible, and any bounce-backs, fake email addresses and other problems should also be easier to identify and manage. And if you have multiple websites, or many subscribers, then it will also be much easier to manage your list(s) all in one place by using a paid Newsletter Service.
But if done well then having a newsletter can really pay off, and will make all your hard work worthwhile,