Asking visitors to subscribe to your list not only increases your blogs traffic but also its potential profitability. Each subscriber not only has the potential to become a repeat reader but also a customer. The act of collecting subscribers is therefore one of the cornerstones of successful blogging.
Many bloggers go to quite some lengths to attract new subscribers but forget about the importance of keeping those that they already have. Subscriber numbers can go down just as easily as they can go up. It’s therefore important to take special care when emailing them. Here are eight important mistakes to avoid when doing so.
Failing to Introduce Yourself
Nobody likes receiving emails from people that they don’t know. When you email your subscribers, your first goal should therefore be to remind them who you are. The colour scheme should match that of your site. Your sites logo should be both present and prominently placed.
Too Many Emails
Unless you happen to have the most interesting blog in the world, you should avoid emailing your subscribers more than once a week. When you send too many emails, you end up looking like a spammer. And few bloggers actually post enough new content to justify more than a weekly newsletter anyway.
Too Much Selling
If the majority of your emails are sales pitches, don’t expect to keep your subscribers for very long. There’s nothing wrong with trying to sell to your subscribers but you need to do so with tact. This means sending out ten informational emails for every one that attempts to sell something.
Promises You Don’t Keep
In an effort to attract subscribers, promises are often made. If you want to keep your subscribers, you need to keep your promises. This means that if you say that your next newsletter is going to include something, it needs to actually include it. It also means being careful about what you promise.
A Lack of Readability
You wouldn’t include big blocks of text in your posts so don’t include them in your newsletters. Small paragraphs, subheadings and bullet points are all just as important in newsletters as they are in blog posts. The same logic applies to your choice of font. Black text against a white background might not be very original but it’s the only logical choice.
Low Quality Images
Images aren’t strictly required to produce a great newsletter but if you do use them, you need to stick to the professional variety. It always surprises me how many bloggers send out emails containing random clipart. Such images send all the wrong messages. If you want to look professional, you need to use professional images.
Off Topic Content
When somebody signs up to receive a newsletter, they generally do so expecting certain information. If you advertise your newsletter as being about one topic, you therefore need to stick to that one topic. Your subscribers didn’t consent to receiving newsletters about anything else.
No Real Value
Finally, if you want to increase subscriber open rates, you need to provide them with a newsletter that is actually beneficial to them. It doesn’t matter what else you get right if you fail to provide real value. How are your subscribers benefiting from receiving updates from you? If you cannot answer that question, chances are your subscribers can’t either. It therefore won’t be long before they unsubscribe.
Chris Murphy is a well known marketing executive who works for web design Newcastle that provides the best SEO and web development services for their clients.