Introduction
Welcome to another session of Chat with Cathy with Cathy Ford, where we continue our series on creating effective newsletters for your business. In this video, Cathy delves into the value proposition of your newsletter and how to get people to sign up for it. As someone who has faced challenges in starting a newsletter, Cathy shares valuable insights and practical tips to help you launch and sustain your business newsletter.
Understanding the Value Proposition
What is a Value Proposition?
A value proposition is a clear statement that explains why someone should subscribe to your newsletter. It’s essential to define this upfront because your subscribers need to know what they will gain in exchange for their time and email address. This could include exclusive content, industry insights, or special offers that are relevant to their interests and needs.
Content Pillars
Your content pillars are the main themes or topics that your newsletter will cover. Cathy emphasizes the importance of having a broad plan for your content. For her newsletter, the content pillars include:
- Technology
- Virtual Assisting
- Mindset
- General Tech Tips
These pillars can evolve over time, but it’s crucial to communicate any changes to your audience to maintain transparency and trust.
Tools for Sending Newsletters
Why Not Use Regular Email?
Using regular email systems like Gmail, Google Workspace, Microsoft365, or Yahoo for mass emails can lead to your messages being marked as spam AND get you banned from each of these platforms. Cathy advises using dedicated email marketing tools that comply with regulations and provide features like automatic unsubscribe links.
Recommended Tools
Cathy shares her experiences with various tools:
- Zoho Campaigns: Her preferred choice due to its robust features and integration capabilities. Cathy is an affiliate for Zoho Campaigns and other Zoho applications.
- ConvertKit: Cathy has clients that use this tool and it's easy to learn and free to use (up to a point).
- Constant Contact: Known for its user-friendly interface and advanced tools.
Tips for Creating Effective Newsletters
- Attention-Grabbing Subject Lines: The subject line is the first thing your subscribers see, and it significantly impacts open rates. Cathy recommends using tools like ChatGPT to generate compelling subject lines quickly. A/B testing different subject lines can help determine what resonates best with your audience.
- Mobile-Friendly Design: Ensuring your newsletter looks good on both desktop and mobile devices is crucial. A good email marketing tool will offer previews for different devices and automatically resize images to maintain a professional appearance.
- Segmenting Your Contact List: Segmenting your email list allows you to send personalized content to specific groups of subscribers. This can increase engagement by providing relevant information to different segments, such as men, women over 40, or members of a Facebook group.
- Using Visuals: Incorporate images, videos, or GIFs to break up text and make your newsletter visually appealing. Ensure that any videos are embedded properly, using code snippets from your video host to avoid attachment issues.
- Offering Unique Content: Provide your subscribers with exclusive content or early access to new products or services. This adds value and incentivizes people to stay subscribed.
- Driving Traffic to Your Website: Your newsletter should serve as a stepping stone to your website. Include links to full blog posts, services, or special offers to drive traffic and increase engagement on your site.
- The Importance of Owning Your Audience: While social media platforms are valuable, you don’t own your audience on these platforms. Building an email list gives you control over your communication and ensures you can reach your audience directly.
Wrapping Up
Starting a newsletter requires planning and the right tools, but it can be a powerful marketing tool for your business. Cathy’s insights and tips provide a solid foundation for creating a successful newsletter that adds value to your subscribers and drives engagement for your business.
Do you have a newsletter? Share it with Cathy, and she’d love to subscribe and see what you’re doing. If you’re thinking about starting one, let her know, and she’ll be happy to support you. Remember, when it comes to technology, you can do it!
Have questions or need further assistance with your newsletters? Let Cathy know! Together, we can make your newsletter a powerful tool for communication and engagement. If you would like an evaluation of your business newsletter or want to discuss how a virtual assistant can help your business thrive, schedule a free consultation with Cathy to discuss the options.
Update 8/21/2024
Since creating this post, I have started my own weekly newsletter called, "The Flight Path: Empowering Small Businesses, One Step at a Time". To date I have published 12 newsletters and am feeling really pleased with the results that I have gotten. I have gotten feedback from early subscribers and I think I have a content formula that works well. I invite you to subscribe to The Flight Path for information on available tools, tips, and tricks to help your business run smoothly. I look forward to helping you move your business forward.
