Many of you, especially those of you who are regular readers, may have noticed that for a few days the blog has been undergoing some major changes. Undoubtedly, the most important of these changes was the domain change, but the change I want to show you were to start giving more emphasis to the newsletter you can subscribe to, leaving your email in the box above you on the right.
What is a newsletter, how to use it, and how to create and operate it are some of the questions that will be answered in this article? Follow me, because this is without a doubt one of the key points of Digital Marketing and I think it’s worth a few minutes of your time.
WHAT IS A NEWSLETTER?
What is that? A newsletter is a publication on a specific topic that is sent to subscribers over time. Here I am referring to an online (not paper) newsletter in which the chosen medium to send the publication is email.
What is? The newsletter has many uses, but certainly, the main one is attracting to capture emails. Today (and this has been the case since the 90s), the biggest asset you can have in an online business is your subscriber list. It doesn’t matter if you are in charge of a company with an online presence or if you are an individual like me, from today onwards you must build your list of subscribers and work to increase the number of subscribers every day.
OTHER USES OF A NEWSLETTER:
HELPS TO BUILD A RELATIONSHIP WITH YOUR AUDIENCE
Being able to speak directly to your audience and over time, through a medium as intimate as email, helps to strengthen your relationship with them. Relationships are built on trust and this is built on the foundation of interactions over time. Thanks to your newsletter, you can maintain this dialogue with your customers and thus strengthen your relationship with them.
HELPS YOU BETTER UNDERSTAND YOUR AUDIENCE
In any company or publication, it is essential to know what is being demanded by its audience. Otherwise, you would create products, services or content that don’t matter. Thanks to your newsletter, you can ask specific questions (a practice I recommend) to your subscribers.
ALLOWS YOU TO GAIN TRAFFIC TO YOUR BLOG
Let’s say you start a new item on your blog and you think it’s especially good and you want it to be read by lots of people, or you get a product or service and you want to make it known, either way, that sends an email to your subscribers with a link to the page you want to send traffic and briefly describe the content to be found by following the link.
WHY IS THE SUBSCRIBER LIST THE GREATEST ASSET YOU CAN HAVE ONLINE?
The main reason for this special value with a subscriber list is what is now known as permission marketing. This form of marketing consists of your prospect (potential customer) giving you permission to send their marketing messages to your email address.
In other words, it opens the “house” door so you can speak directly without having to compete for attention with other competitors in your market. With this authorization, you can gain the trust of the receiver of your message and make it better perception of your brand and, thus, achieve your increase in sales of products or services.
OTHER REASONS WHY YOUR SUBSCRIBER LIST IS AN IMPORTANT ASSET
THE LIST IS YOURS AND YOU HAVE FULL CONTROL OVER IT.
Everything you do on the internet is subject to the decisions of others. Facebook, Twitter, Youtube and even what you post on your blog would cease to exist with the intervention of third parties. Yes, what you post on your blog can also be unusable (Google penalizes you) or disappear (hack the page). If you have loyal and engaged users on your list, just send them an email, informing them of what happened, and you will surely have some help, even if it is indirect.
YOUR SUBSCRIBERS ARE THE BEST AUDIENCE
Those who subscribe to your newsletter have shown a special interest in the content you offer, and they haven’t left the email in vain, they expect to receive something that will be useful to them over time.
YOU CAN AUTOMATE SENDING MESSAGES
In email marketing services, if not all, allow you to automate the sending of messages to your subscribers. With this you guarantee that all the content of your newsletter will be seen from beginning to end. Blogs are great for highlighting recent content, another cool thing is also using the newsletter to resend old content so it doesn’t fall into oblivion.
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THE MONEY IS ON THE LIST
On the internet, there are several ways to make money, but I will show you two that have been very successful: selling your products or selling other products and charging a commission for it. The vast majority of those who are earning huge sums of money over the internet are succeeding mainly due to their email lists.
The amount of money you can earn depends on 3 factors:
- The number of subscribers you have,
- The quality of your subscribers, in the sense of more or less oriented (interested in what you have to offer).
- The quality of relationship with your list subscribers and the quality of your content. While this is true, we must be careful when trying to monetize your list, as no one likes you is selling ads all the time.
CHARACTERISTICS OF A GOOD NEWSLETTER
Your readers, while interested in the content you share on the blog, will not subscribe to your newsletter unless you have some incentive . A newsletter must contain at least these 3 characteristics:
1. Offer exclusive content not published on the blog. For example, if you have an e-book, but you don’t want to put it on the blog, making it available only to Newsletter subscribers is a good way to grow your list and offer some incentive.
2. Content must be top-notch. If you share anything or anything of dubious value to your subscribers, chances are your email will not be opened or your subscription will be unsubscribed. Instead, share valuable content and not just something to say that you send a newsletter, another factor that will make the subscriber open your email will be the title you give him, so work very well on the title issue, the chances of opening email will be bigger.
3. Message delivery time. Most importantly, don’t wait too long between messages, otherwise, you run the risk that when you send a message, users will unsubscribe. If you send a lot of emails you will achieve the same effect: they reduce the proportion of emails opened and unsubscribes increase. If you, like me, use Feedburner, make it clear that each content published on the blog will be sent to the subscriber’s email.
HOW TO CREATE A NEWSLETTER?
I will teach you how to create a newsletter step by step and better for free, as many do not like to pay for an E-mail Marketing sending system. Most of us bloggers used Feedburner for delivering feeds.
Feedburner has an option that allows you to create an email subscriber list and better for free.
After logging into Feedburner, you must click on Publicize, in the main menu and after the page loads, you will select the option “Email Subscriptions”, in the side menu on your left.
Then, activate the tool by clicking Activate. With the option activated, you must change the Language option from English to Portuguese. Okay, now all you have to do is copy the HTML code and insert it into your blog so that other people can subscribe to your Newsletter.
Feedburner also offers some options for you to make your newsletter more professional. In communication preference, you can customize the message that will be sent to the user along with the subscription confirmation link, in addition to being able to define a default email for this.
Another option is E-mail Branding, which is used to customize the layout of the e-mail that will be sent to the subscriber. This option is practically simple, it allows you to define the E-mail title, allows you to insert your blog or company logo and define the colours of the e-mail.
And the last and most important option is the time these emails should be delivered by Feedburner. Just choose your timezone and specify what time you want the emails to be sent from.
Despite the ease of Feedburner, sometimes we want to send something to subscribers, but we don’t want to make a blog post. For this, I recommend subscribing to an email service such as MailChimp, Aweber, Icontact, PtSender, etc. I am currently using PtSender to be able to manage my subscriber list and be able to send certain content that will not be available on the Blog.
To use Feedburner’s subscriber list in another newsletter system, you just need to export it from Feedburner to CVS format (format offered by FeedBurner) and import it into your preferred sending system.
To export the contacts is simple, see below:
Well, I think that for today is good information. Nothing will hold you back from having your own newsletters and starting to build your subscriber list. Any questions you can leave me in the comments below. In fact, if email marketing is something that interests you I recommend that you subscribe to the Blog newsletter and thus receive our articles and exclusive content for subscribers.