He specifically urges us to be consistent in delivering valuable content.
Megan Bowen of Refine Labs walked us through some ways newsletters can improve the customer experience during her Newsletter Fest 2021 session, Leveraging Newsletters for Customer Success, Growth, and Advocacy.
In this short clip, she explains how brands can use newsletters to reinforce key teachings and educate customers by meeting them where they are, not where we wish they were. Our job is to “make it extremely easy for them to take the actions we want them to take.”
It’s our duty whether we’re trying to nudge them to upgrade to a paid media subscription or help them get more out of a SaaS tool.
I appreciate how Megan brings everything back to being extremely clear and empathetic.
People often ask if sending newsletters frequently is annoying and I default to Margo Aaron’s brilliant response to this during Newsletter Fest 2021:
It’s not annoying if you’re the market.
What does that mean?
If you are creating content people crave, they like getting it.
If you are sending something that isn’t entertaining them or improving their lives, it is annoying.
In this short video clip from her session, she explains this using boy band fandom as an example.
Psst! You know I adore Margo and have featured her a gazillion times. It’s because she’s amazing at teaching. If you want to learn copy writing from someone who brings this same energy to a course, you should consider signing up for her 9-week Akimbo Copy Workshop. The signup deadline is Oct. 1. Yes, tomorrow. Go!
He recently increased sending from weekly to daily and has seen great success in publishing short-form content and ads.
“The open rates were really high. The link clicks when I shared a link were massive.... I get more total link clicks on a weekday addition that has one link than I do on a Sunday edition that has like 12 or 15 links.”
In this interview, he explains the benefits of adding weekday editions, his curiosity strategy for drafting high-click sponsored content, and his advice for newsletter creators.
It was a really insightful conversation that will give you some good ideas. Promise.
The answer? It’s possible. Brian Minick of ZeroBounce explains why excess HTML could harm your inbox placement in this short clip from his Newsletter Fest 2021 session 3 Key Steps to Landing More Emails in the Inbox.
Want more? This is an excerpt from his Newsletter Fest 2021 session 4 Newsletter Business Models.
April Mullen of SparkPost says content distribution MUST be prioritized if you want your content strategy to be effective.
In this short clip from her Newsletter Fest 2021 Session, Marketing's Big Opportunity is the Publishing Model, this seasoned director of brand and content marketing established a strong case for brands to act more like media companies, especially when it comes to delivering content readers want.
Whether you’re an independent creator or a marketer, you know that publishing something on your website means pretty much nothing if you’re not able to get eyes on it. And the purpose of content is for it to be consumed. That’s why email newsletters sent to an audience that has opted in and expressed desire to hear from you should be a high priority in terms of making sure you optimize your newsletter to distribute the content they crave.
Watch this segment to learn why sending subscribers what they want (quality content) should be a top priority.
For some context, he and his business partner grew The New Paper to $1M in revenue in 2 years.
They started with ads and found that it took a ton of time and energy. Michael’s finding throughout the process was that direct to consumer brands were happy to test ads in The New Paper, but they were running conversion-based ads—“buy this thing now by clicking”—not brand ads—“we just want you to recognize our name and learn a little bit about us”—and saw diminishing returns when running multiple ads in issues of the same newsletter.
When Michael thinks you should sell ads:
For extra context, The New Paper switched to paid subscriptions and made that change part of its mission to be unbiased. They wanted to offer a user-first experience and decided to make the change a part of their value proposition: they promote their content as uninfluenced by sponsors.
When Michael thinks you should to choose paid subscriptions:
Brands should take notice and start running brand ads in newsletters with niche audiences. Imagine being able to teach thousands of people interested in a specific topic a little more about your product each week.
Also, I don’t think there’s a right or wrong answer here. I don’t believe all creators who sell sponsorships are influenced by the brands that sponsor them. I’m a fan of both models and I think they can even co-exist if the quality of your content and reader engagement support both.
I do like that he’s given us some thought paths to determine what’s best for your newsletter.
Leah Ryder, Trello brand lead & Write | Werk newsletter founder encourages marketers to hold themselves to high journalistic standards when they create content.
Listen to what she has to say in this short video clip from the Newsletter Fest 2021 panel where journalists and marketers discussed their similarities and differences.