Newsletters are great for generating interest in your company, driving traffic to your site, and keeping your loyals updated on the goings-on of your operation. If you can learn to effectively automate your newsletters, you can do all of this while saving yourself a heaping amount of time. And as business owners, what could be better than more time?
Now, of course – we have some guidelines and good practices we'd like to throw your way if you're thinking of tackling this fine pursuit.
The Power of Sincerity
A newsletter is a marketing tool, but it is not an advertisement.
While crafting an automated newsletter, it's easy to accidentally come off as insincere, since you're writing something in advance for an unknown group of people. Rule number one for automated newsletters is: you must be genuine. Yes, you're ultimately trying to incite a call-to-action, but that doesn't mean your message must sound like an advertisement. Talk to these real people as if you were having a real conversation with them.
If you simply tell people to check out your website, they probably won't. However, you can generate interest from your newsletter if it is informative, and built around the factual happenings of your business. Try to write with an honest and impartial voice, as opposed to the supercharged, self-aggrandizing tone found in advertisements.
In furtherance of this thought, it's always a good idea to make sure your automated emails are being sent from a real address (as opposed to a noreply). You can then invite your recipients to respond to the email with their thoughts and feedback. Here you have a chance to start a dialogue with your client base, and isolate who your dedicated subscribers are.
The Power of Consistency
At the end of the day, a newsletter is still a marketing tool.
When you decide on a template for your email, it should be congruent with your current marketing persona. The look and feel should run parallel with the aesthetics of your website. And, once you are able to decide on a template for your newsletters, keep using that template.
The idea is to ultimately create something that your followers will look forward to – something they can rely on. If you send them out regularly, your subscribers will gradually become more and more familiar with your products and services, and they'll start to get a feel for how your business operates.
Consumers crave consistency. Familiarity is achieved through consistency. Learn to harness this power.
The Power of Timing
Good timing is what's going to give heart and soul to the otherwise robotic function of an automated email. Bad timing is going to make your message seem impersonal, and will ultimately alienate your readers.
We recommend having transactional emails that align with certain actions a subscriber may take. Whether it's the Welcome email they receive when they first sign up, a Thank You email when they buy one of your products, or a We Noticed email when they switch preferences. Behavior-based emails, even if automated, help to add that personal touch.
You can also synchronize your newsletter with your blog – this is another good tactic for achieving good timing. Hopefully your blog also utilizes the powers of sincerity and consistency, and hopefully you're writing on current happenings, relevant to the needs of your client base. In this way, you don't have to waste any extra time formatting emails or conjuring new content. Your readers will be receiving an automated email, but it will still be something they can care about.
And One More Thing...
Nothing does swift damage to credibility quite like bad grammar and poor spelling. This is certainly an afterthought compared to the great labor of crafting an automated newsletter from scratch. But, the devil is in the details, as they say. So don't undo the power of your hard work over a few typos.
How to Set Up an Automated Newsletter With Your HDM Custom Website
After logging into the backend of your website, you'll arrive at the Dashboard. Refer to the long, narrow toolbar on the left. Click on Email Marketing, and then click on Email Campaigns.
If you have more than one email campaign, select the one that you would like to automate. You'll immediately arrive on the Details tab of your campaign. Select Recurring from the Campaign Type menu.
Next, you'll be able to specify the recurring period, delivery time, start date, and campaign recipients.
Best of luck as you continue to perfect the science / art of automated newsletters, and email marketing as a whole.
As always, remember that email marketing is a matter of trial, error, and great persistence. It requires patience and tenacity, but the pay-off is quite rewarding, so stick with it, and you will see results.
For more on Email Marketing, take a look at the previous posts in this series, and stay tuned as we continue to unravel this layered topic.
We'd love to hear your experiences with email marketing. Feel free to drop us a line with any feedback, questions, or cool stories you may have.
If you're interested in getting a campaign set up, please Contact Us today.