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How often would you want to send it out?
That depends on various factors. Some businesses contact their subscribers as often as every day, others as infrequently as several times per year. You can do it once per week, twice a month or once a month.
More often, and your subscribers may unsubscribe or routinely delete your messages. Less often, and you're allowing your competition chance to win over your potential customers.
What works for you depends a lot on what you are selling, what information you can give to them, how often your subscribers will want to hear from you, etc. But most importantly, your time availability. How soon can you get newsletter ready?
The newsletter is an excellent integrity builder. It builds you as an expert in field.
More than 90% of people will not buy from you first time they see your ad. They will want to get to know you and see if they can trust you. Only then will they consider buying from you. If you don't have a newsletter, how else are you going to build trust with your visitors?
Your newsletter will prove to your subscribers that you or your business is not a "fly by night." You're serious in what you're doing and you mean business. They will begin to trust you and slowly but surely become your valuable long-term subscribers and buyers.
What's your subscription ratio? With other words, how many people are subscribing to your newsletter every month vs. how many are unsubscribing?
When you see more people unsubscribing from your newsletter in one month than people subscribing, you're either doing something that they don't like or you're not providing quality information.
The way you treat your subscribers will be same way they treat you. You treat them with respect, they will return same respect back to you. You give them value, they give you value. You take care of them, they take care of you.
You give them crap, ……… boy oh boy. They will give you 10 times more crap back to you. It takes a long time to build credibility and trust, but you can lose it all in one simple e-mail.
I saw it with my eyes when one supper-affiliate tried to take advantage of his subscribers by trying to profit from them while delivering sad news. Hundreds of them unsubscribed in one day and many of them sent him nasty e-mails back.
He was a topic of nasty conversations in many forums.
The quality of content in your newsletter is other determining factor of ratio between people subscribing in one month vs. people unsubscribing. What is quality, you might ask?
Quality content is useful content. It addresses a need or solves a problem. So, ask yourself what problems or needs your subscribers have, and use that as a starting point for developing quality content.
But, don't be too constrained. People have a need to laugh, learn, get informed, and so on. For example, typically useful content might: save time or money, entertain, inform or educate.
A good rule of thumb would be to provide information that will be useful to your subscribers. Only, don't stop at "good enough." After you're done writing your newsletter, read it yourself.
If you get "WOW!" feeling, your subscribers will too. If you get "WHATEVER" feeling, guess what? We're all humans. We all think alike. Your subscribers will see you as "whatever" person too.
How do you balance your content with promotions?
More promotions and less content, your newsletter loses in value. On other hand, if you, publisher, don't benefit too, then you're just being charitable with your time (by way, that's a perfectly valid reason to be publishing).
So, it's a bit of a riddle - how to produce content that readers are interested in, and at same time ensure you get a (financial) benefit too. A good guideline is to keep it at around 80% content and 20% promotions.
When a reader finds himself or herself coming close to a purchase decision, who will he or she turn to? He or she will turn to a credible and trustworthy source of relevant advice and information. And that's you my friend!
Your newsletter deserves time and attention - it is voice of you and your business and will help you build relationships with your customers (and potential customers) in a way that no other tool can.
© Steve Dimeck. Author and Publisher. To receive more quality articles such as the one you've just read, sign up for Steve's [TSM] Bulletin at: http://tsmbulletin.ogdteam.com - and receive a free ebook. [TSM] Bulletin - free Internet Marketing newsletter that you can't be without.