Let’s talk about love and email newsletters, y’all.
It’s a thing.
Unless you’re being totally sloppy about who you give your email address to, your inbox probably has at least one newsletter subscription you enjoy.
Maybe it’s about a topic you’re really into.
Or provides educational information that helps you with your job.
Or the writer just seems to get you.
Whatever the reason, it’s not too far a stretch to say you love that newsletter. And if you’re reading this, there’s a good chance you want to deliver a lovable newsletter, too.
In Lovability, Brian de Haaf, Co-Founder and CEO of Aha!, writes about the importance of the complete product experience (CPE). The premise of Lovability is that businesses should put their customers’ experiences first and make sure they’re actually lovable.
Brian explains that lovability shows itself in three ways:
Hugs: When customers “express feelings of affection for your product and want to get closer to it, your employees, and your company.” (p. 73)
Love Notes: When customers “send your company expressions of their delight with your people, products, and CPE.” (p.74)
Megaphones: “Customers who love your CPE will tell friends and colleagues how wonderful you are, becoming your most powerful and effective marketers and advertisements.” (p.74)
I’d like to share an experience we had with lovability in the weeks leading up to the launch of Opt In Weekly and the days that followed.
Calvin, our product manager at Curated, shared a customer message with the team in July. I quickly requested we get it on the homepage of the website:
“I’ve been using your service for over 6 months now to curate my Software Testing Newsletter, and even though I was tempted by other trendy services such as Substack and Revue, honestly, you’re still the king for this kind of format. Loving all the features that allow me to quickly add links and compose the newsletter so easily each week!”– Dawid Dylowicz, Software Testing Weekly
This message accompanied Dawid’s request for a feature release that we now have in the product roadmap.
I then connected with Dawid on LinkedIn and engaged with his posts, letting him know I was new at Curated and that we really appreciated his feedback. He has a great strategy for announcing his newsletters on social media that includes tagging the authors of the content in the newest issue. Genius.
If I see his posts on LinkedIn, I like and share them. It’s a great newsletter for people interested in software testing and he’s doing a really nice job showcasing what can be done with Curated. No brainer.
Here’s the really good part, though.
After the first issue of Opt In Weekly, Dawid took time to send me a personal email with this lovely response:
That’s great stuff!
I’ve been following you on LinkedIn since you invited me to connect and I must say I feel more bond with the Curated brand now.
I mean, now I can see who’s behind it and it gains my trust. Plus I feel reassured I chose the platform well.
That’s purely thanks to your constant online presence that brings great value every time.
And now, this newsletter makes it even better.
Your boss is a lucky guy to have such a talented old friend.
Just my two cents.
PS. I was about to recommend Twitter to you as your LinkedIn post format would perfectly fit on this social media but I can see you’ve already created an account. Can’t wait to see your content there!”
So many hugs, love notes, and megaphones, right?
Aside from the fact that Dawid is delightful proof of the value in pulling back the curtain and making sure to connect with customers, his encouragement about Opt In Weekly is part of what inspires me to keep it lovable by staying reader-centric and authentic to what I want to achieve: loading you up with really good resources for making your newsletter amazing.
This issue delivers, I hope.
Is Your Newsletter Suffering from Identity Crisis?
Kaya Ismail thinks your company should start an email newsletter—as long as your marketing team actually gets what an email newsletter should be. He asked Gilad Rom of Huan to explain the difference between email newsletters and marketing campaigns:
“Email newsletters are designed to inform the reader about industry or company-related news,” Rom said. “Email marketing campaigns are designed to inform the reader about a product or service. The difference is that email newsletters are designed to educate; email marketing is designed to sell.”
Related: The guys over at The ABM Conversations Podcast explain why email marketing is still dope.
The Upside of Transparency
Do you overshare with social followers? Should you?
My Magic 8 Ball advises, “It is decidedly so.”
Not sure how to achieve authenticity for your brand? Check out Matthew Kobach of Fast’s Twitter strategy of keeping his 75,000 followers in the loop on how the brand has built its story on social in real-time, including announcements about launch-day bugs.
“We’re going to keep building for the world to see, launching for the world to see, and improving for the world to see,” the thread concluded.
Why does it work?
Consumers want authenticity, which leads to lovability.
But beware of forced personalization in your email messaging or social ads. Rives Martin of Merkle explains findings on what’s welcomed—and what’s considered invasive—from their recent Consumer Experience Sentiment Report.
Will Facebook’s Improvements Help Subscribers See More News from the Publications They Pay to Enjoy?
Facebook is testing features to reduce the friction of logging into a paywalled publication if you already have a subscription, plus actually show you more from that publication in your feed, but can they really recreate something that feels so 2008?
I hope so.
Also encouraging: Newspapers are shifting how they use the platform. While it still serves to drive website traffic to stories, they’ve figure out that it’s best used to promote digital subscriptions.
Related: Podcast: How are Algorithms Changing Journalism?
Image Credits: Bryce Durbin / TechCrunch
The World’s Best Intern Recorded Some Getting Started Videos
It’s time you met Seth. Consider him your tour guide to getting started building your Curated newsletter.
He recorded some fantastic footage demonstrating how to collect links to your account, set up your header, customize your footer, and everything in between. Enjoy them as one long session you can start and stop as you move through the steps OR pick the short clips you want to focus on from this playlist.
We’ll be adding these in the app and to our help documents in the very near future.
Opt In Challenge
Register for SparkPost’s OptIn Live (October 20)
This 2.5 hour virtual event “will explore how email’s having its day in a changing world.”
Compelling keynote: Ann Handley (her newsletter Total Annarchy is the definition of lovability for me).
I feel like that’s really all I should have to write to convince you to take this week’s Opt In challenge and sign up, but if you need more persuading, click through and explore the other great speakers and topics.
Like this newsletter?
Let me know. Reply, email me at Ashley[at]optinweekly.com, or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.
Also, I’d be jazzed if you shared it with fellow email newsletter creators. All archived issues will be available on OptInWeekly.com, so you can send them the link to check it out.