Nov 05, 2021
Did you know that Loyal customers are 9x more likely to convert compared to first-time customers. 9 TIMES! Let’s say you’ve got a list growing but no money for advertising. The key this BFCM will be to focus on nurturing your list. And what do I mean by that. I mean sending them Newsletters and Broadcast Texts with an insane amount of value leading up to Black Friday and Cyber Monday so that when the day comes, they wake up and say, “Oh, I think Tony’s Homemade BBQ Sauce.com has a sale today.” Or whatever.
If we’ve got the highest traffic coming to our site this holiday season, you better believe your current customers are shopping too. So, why are we spending all of our time and ad-spend on acquiring new customers and none on our current customers. If you haven’t done so, it’s time you start.
So let’s chat about why newsletters are so effective and how to create really impactful ones leading up to Black Friday and Cyber Monday.
Think about the newsletters you receive...which ones do you read religiously? Why?
For me it’s Supermassive Space News and Morning Brew, but for you it may be Daily Recipes, New York Times, or fantasy football.
You’ve probably got a mix in there of newsletters from brands you admire, others from brands that you actually use, and others that you’ve just been too lazy to unsubscribe from, but never actually open.
So with that in mind, let’s break down what an effective newsletter actually does:
First, it Informs readers of important information about your business/products/services. And we’ve seen this before right? Facebook is switching it’s name to Meta, How covid has impacted your business and so on.
Second, a good newsletter Gives people free value with content they can use. Whether it be the recipes or football advice we mentioned above or maybe it’s running stretches, study tactics, tips to grill the perfect steak, anything related to your business that would improve your subscribers lives in any way.
Third, it Relates to your readers’ lives by giving them solutions to problems they know (or don’t know) they have. Like some of the ideas listed above.
And all in all, a good newsletter, it Builds brand loyalty by setting an expectation of quality and timing
This is the loyalty that makes them 9x more likely to buy from you.
So here are our top 3 tips for the perfect newsletter.
First, Don’t cast your nets too wide. Don’t try to appeal to everybody and their mother. The more directly you talk to your ideal customer, the more likely they will buy from you again.
Second, act casual and type like you talk. If you haven’t heard, people are through with following brands and companies that pretend they are this massive, polished fount of information. IF that we’re the case, I’d start the episode sounding more like a newscaster. Ben, please don’t make me do that. People want to connect with people, so let them. Be casual, share opinions, tell them about yourself, and be transparent about how you run your business.
Third, be consistent. What if you were watching Friends, seinfeld, of the office when it was airing new episodes, and without notice, they just didn’t air an episode at 8/7 central. You’d be pissed! So mad in fact that you may write them off and not watch anymore. (okay well maybe not those shows, but you get the gist) The same goes for your emails. The more your audience receives scheduled correspondence from you, the more they expect it, and the more you fullfill on that, the more they trust you. This builds loyalty more than any other factor, so be consistent.
The greatest part? This all applies to Broadcast Texts, or rather, one-of text messages that you can send to your list. Even better, Texts don’t need to be long. Link them to a video you posted or a blog you wrote. Texting them drastically raises the probability they actually open it so feel free to test it out on your list this month.