I recently got a great question from a great customer:
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“I currently send a weekly newsletter. But I want to start sending more promotional-style emails because I’m terrible at talking about my offerings. What should I do?”
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My two cents:
Simply start sending 1 (or more!) “promo emails” to your list each week. In addition to your regular weekly newsletter.
So if you send your newsletter issues each Tuesday. Then send a promo email on, say, Thursday.
And to be clear, the goal of writing marketing style emails should still be to deliver meaningful value… just in a way that naturally ties into a relevant pitch. (Just like I teach in 30-Minute Emails with my “4 building blocks” methodology.)
So I could make an argument that layering these promo emails into the mix might actually deliver MORE value than just sending 1 newsletter issue per week…
But I also recognize that some lists are completely allergic to promotion altogether. And I also realize that many newsletter operators have mindset roadblocks when it comes to promoting their own creations.
With that being said, if you try this on your list, brace yourself for an uptick in unsubscribes in the short-term.
One way to hedge against a surge of unsubscribes is to warn your list about the upcoming changes before you do them…
For example, at the start of one of your regular weekly newsletters, say something like:
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“Starting next week, I’ll be trying something new. In addition to my regular weekly newsletter, I’ll start sending one extra email per week where I share a quick tip/story plus a mention of one of my paid offerings.
As always, you can unsubscribe at any time and there is no obligation to buy anything – but I believe in my products and realized I should be talking about them more often!”
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… or something to that general effect.
Bottom line?
If your audience could benefit from more email content AND more exposure to your paid offerings, then it’s your duty to serve those things to them! They’re not gonna chase you down, beg you to show them your work, and insist you take their money.
And one of the most efficient ways to better serve your audience while increasing your revenue is to simply send them more (good) emails than you’re sending them now.
Hope this helps!
Dylan Bridger