A newsletter that can create or foster a relationship with your reader is a powerful tool!
In the last blog post, I talked about why email marketing is still a necessary part of your overall marketing in your business. Because it is a direct connection with your readers, you want to strengthen that relationship each time you send a newsletter out. You want to engage your reader every time.
And you know what they say about ‘Jack being all work and no play’! The newsletter itself shouldn’t be all business and zero personal to foster the Know-Like-Trust factor in a service-based industry like life and business coaching, private practice registered dietitians and nutrition professionals. We do not want to appear ‘dull like Jack’.
It’s important to strike a balance between personal and business, just as it is in your social media posts where the recommended ratio is 50% Business / 30% Sales / 20% Personal.
Adding a little bit of our personal experiences, our struggles, triumphs, our highs and lows – basically small bits of our lives – gives your subscriber a real-life look into who you are. It provides a moment to the reader, of being able to relate to you as a person.
It creates a Human Connection in your Emails.
And I know, for some of you this could feel so wrong that you would rather get a root canal than offer a glimpse into your world! To be completely honest, I don’t like sharing a lot about myself either! It feels like I’m exposing myself to the world…something that is rather uncomfortable. However, I have found that I’m far more relaxed with sharing a little bit with my subscribers than I was years ago. I just needed to start and find my comfort zone.
This definitely does not mean we need to relay, in detail, everything about our lives, unless that’s truly your style. Nevertheless, a little bit goes a long way as we don’t want our emails to lose their balance in the other direction either.
So, where should you place it in your newsletters?
Put your unique personalization in as part of your greeting. It should be the first thing that they read. Say hello and state how you are doing!
When you take a minute to say hello, it confirms that you don’t view them like a number. It shows you value them enough to share with them a little about you each time before you provide professional content.
Do you need to put some of your personal info into the greeting or the beginning of every email you send out?
No, you don’t! It’s really important to remember the purpose of your emails. If it’s a newsletter then yes, because it’s the most consistent email that you will send out (at the very least once a month) and it’s multi-faceted. It teaches, informs, engages and sells. And everyone on your entire mailing list should get your newsletter.
But if you’re sending out emails that are sales related, follow-up emails or autoresponders, product or service announcements or anything strictly business related, then it’s ok to omit a full greeting all together.
Start out with something basic if you’re not content with sharing and expand on it from there. After all, there’s nobody else like you – you’re unique! Find your comfort zone and bring a little more of YOU – into your newsletters.