From the trenches: Newsletter edition
29 Jun
We’ve officially had the Blog Networking Tips newsletter for a month. It has been a huge learning curve but, surprisingly, it has also been really fun. We’ve reached 72 subscribers with very little promotion. This is awesome for someone that doesn’t have an incentive or pop up.
This post covers some of the little lessons I’ve learned over the past month. I’d recommend setting up a newsletter just for the learning experience. Taking action doesn’t compare to just reading about it.
Conversational writing translates really well in emails
One of my concerns with building an email list was that I disliked hype laden emails. I wanted to write something that is friendly but didn’t know how that fit in with all the pitches I was getting in my inbox.
I decided that I’d wing it. I’d go with my gut and would let the audience tell me what they disliked. This method resonated with me as I had trouble finding an email style that resonated with me. This risk paid off.
When I wrote my last email about moving, I got a lot of responses from people with support and advice. I got two emails congratulating me on my writing style saying that they normally don’t respond to emails.
I’m sure I’m probably breaking the rules as I’m learning, but doing it this way has allowed me to test out a new tool that I’m really uncomfortable with.
Your feelings will get hurt when people unsubscribe
When I discovered our first official unsubscriber, I got angry. I took it as a personal rejection. I was hurt when I saw the person still followed me on twitter.
I quickly realized that some people just wanted pure content and less personality. That’s cool. It’s not a slight against you. You just have to figure out if more people are engaging with your content than unsubscribing.
Don’t expect an instant response
When I sent out my first newsletters, I expected instant action. I thought that I’d get lots of responses, affiliate sales and traffic to the links contained in the post. In some cases, I’d get an instant reply. Paul Cunningham and Andy Hayes have been really helpful and supporting in this process.
What I have found is that it is great for networking. I’ve been contacted by people thanking me for recommending them in their newsletter. People have responded with their own feedback on the products I have recommended. This is really valuable information for someone that acts as a filter.
We have made several affiliate sales based on the newsletters, and it’s great for building my brand. I don’t believe that a simple newsletter will solve your problems until you’ve built up traction.
I regret not starting a list sooner
The biggest lesson I’ve learned is that you should not let your fear rule your business decisions.
I was terrified of starting a list. I was comfortable with blogging, no, I was awesome at what I did. I didn’t want to start that learning curve and make mistakes quite publicly when I had just found my freelance mojo.
It has been difficult, but it has been worth it. I’ve been able to learn so much by observe how people interact with the content and by asking for feedback within the post. It helps me ascertain what my core audience wants. The learning experience has far outweighed any negatives.
Over to you.
I’m probably in the minority for being such a mailing list newbie, but I’d be really interested to hear about your early experiences. How did you figure out what to do when you started? How did your approach change as you got more established?
If you want the kick arse information that I don’t provide elsewhere, sign up for my Blog Networking Tip newsletter. You’ll get the secrets I don’t share on the blog plus exclusive resources and recommendations. It's kinda awesome.
EVERYONE regrets not starting a list sooner.
I'm fine with people unsubscribing: if they don't want to be on my list... then I don't want them there, either. I only want people who want to be there.
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I'm still pretty 'newish' at blogging and do have an email list and a newsletter. No freebies yet though because I want to create something I give a hoot about. I take flak for that from the 'guru's' who've reviewed my blog, but so be it.
My newsletters have just been my responses to some reader questions - really laid back. The response has been good though in terms of readers commenting they enjoy the look behind the curtain.
I'm going to keep the tone of the newsletter and use it to promote readers sites and achievements wherever possible. Yes, it's a list for business purposes, but this is going to be fun too.
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Jade Craven Reply:
July 2nd, 2010 at 3:57 am
I've yet to create a hook. I don't want to rush it and create a substandard piece of content just because its the done thing. I'm really busy and struggle to write anything until it's mostly formed in my head.
I've copped flak but I always go with my gut. I feel this is better because it means that my readers will get a lot out of the free content I create.
I use my newsletter in the similar way to you - to promote my audiences stuff and to make it fun. People seem to really enjoy the behind the scenes look. I'm liking it because its a new way to connect with people and you can learn so much from them.
Oh I love your blog! Let me know if you ever want to skype to practice
I have social phobia so am always on the lookout for opportunities to talk to non scary people.
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When I started mine I had nothing to offer other than updates via email and tips (which I had no idea what my tips where going to be). I think I was actually tweaking it every week until I came to what I have now. It was pretty easy to play around without ticking anyone off since It was a brand spankin new blog.
I've recently started creating workbooks (well, only 1 finished at the moment) as a reason to sign up plus the weekly newslettery stuff. I've noticed a much higher level of engagement from those who have signed up since adding the workbooks. The workbook requires action on the part of the recipient. It's not just a read it and forget it type of thing. I think this type of offering brings in a much more engaging person.
That's my 2 pennies worth
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Jade Craven Reply:
July 2nd, 2010 at 4:11 am
Hi boogie-meister.
Thats interesting about the workbooks. I'm thinking I'll create workbooks around some of my challenges and guides around the others. I'm not sure but I definitely want to encourage people to engage more.
Thanks for making me think dude
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Hi Jade, thanks for sharing this. As someone who's also just venturing into creating an email list your blog post is encouraging because now I know I'm not the only one struggling with this issues too. Now my problem is that my list may be pretty un-targeted. I guess the lesson that I can share from my own experience is to be very clear who the target audience for the list is.
Keep sharing what you're learning, it's good encouragement and useful knowledge for people like me
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Jade Craven Reply:
July 2nd, 2010 at 3:50 am
An email list is like blogging, I'm finding. You start out and things are unfamiliar and you make mistakes as you test things out. Eventually you learn what works and what people respond to.
I don't have a clear audience for my list as such. Basically its for people who resonate with my content and want more of it. I guess something else I've learned is that define who your blog audience is and focus your email list on a subset of that.
Let me know if there is anything I can cover that may help you. I'm going to be trying out a lot of new things over the coming months.
- Jade
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* How did you figure out what to do when you started?
I subscribed to as many different lists as I could find until I had identified all of things that bothered me and all of the things I liked. When I found that balance thats when I started.
Now I try to shortcut that process by giving people more direct advice on how to start.
* How did your approach change as you got more established?
I just keep responding to my lists' performance. Try something, see how it goes. Try something different. Keep doing what works.
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Jade Craven Reply:
July 2nd, 2010 at 4:15 am
It's nice to know that I'm doing the right thing
I see you as superior to me on so many levels so really appreciate your comments.
I really liked your point of finding your balance. Will talk soon (2 hours, 46 minutes til the problogger guest post goes live and i have 2 hours of work to do before i can go to bed. Errrrg)
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Great commentary on email news. I think the summary point is to say, take the emotion out of it. If people unsub, fine, you don't want them anyway. If people click, ok, you didn't do enough to convince them. Do better next time.
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Jade Craven Reply:
July 2nd, 2010 at 4:01 am
I struggle to take the emotion out of what I do. I'm learning but I'm not sure whether its a rookies mistake or its part of me being sensitive. I guess I'll learn and will take notice of stuff that could help for a blog post.
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Hi Jade. I have an email list but I rarely use it. Numbers simply don't motivate me and I have trouble doing things just because I think at some point they will pay off.
If I have something awesome to tell people I send something. Otherwise I just send out the latest posts via a RSS campaign - which I'm not really sure is a great idea.
I wish I was one of those people with something to say to everyone on every topic. Actually I constantly wonder how other bloggers manage. Coffee? Celibacy?
I'm suspicious of people who blog every day and appear in multiple instances on numerous forums with common sense and useful advice (like Mr. Cunningham above). How do they do it?
Totally agree with Michael - if they don't want to be there that's fine - I'm not perfect!
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Jade Craven Reply:
July 2nd, 2010 at 3:43 am
The only metric I'm overly fussed about is how many people reply. I'm enjoying learning from the statistics thought as it helps me becaome a better blogger.
I've come to see mine as an extension of the conversation I start on the blog.
I don't have the energy to blog every day and appear in multiple places. I have a fair bit of paid work so my blog/newsletter probably takes about 8-10 hours a week. Celibacy is useful though - or so I hear *ahem*
I couldn't do a newsletter because it may pay off. I resisted doing it for two years. Now felt right but uncomfortable.
Thanks for your comment - It's really useful to have someone elses perspective.
- Jade
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thanks for this post jade. i have had 'start a newsletter sign up thingy' on my to do list for weeks but it always seems to take the back burner. i think i just need to get started already. i have no idea what i am doing or what i will say, but i won't figure it out unless i just go for it. =)
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Jade Craven Reply:
July 2nd, 2010 at 4:04 am
Hi Karen!
You wouldn't believe how many things I have on the backburner. It's cool. If you are not ready for a list, you can just subscribe to a lot and take notes of what you respond to. That way, you can learn until you feel ready to create one.
I did this for about two years and it really helped develop my conversational writing skills.
OMG just clicked through to your site - you're the chick I really like
I'm braindead and couldn't tell without the gravatar. I'll let you know when I go to Adelaide next if you wanna meet up and talk about what we have on the backburner 
- Jade
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Hey Jade,
Nice post girl. Email list is something that no blogger should miss. I did the mistake of not building my mailing list from beginning. I think building mailing list is something that no blogger should miss.
Thanks for sharing this great post.
Btw. Your Post on Probloggers was really kick-ass. Thanks.
~Dev
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Jade Craven Reply:
July 2nd, 2010 at 11:23 pm
Thanks for the props on the Problogger post
Ack, I should have had something better on here.
But yeah - you're right. A list is necessary but at the same time, I believe that people should wait until they feel comfortable with the idea.
Glad you liked the post,
Jade
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Hey Jade,
I don't think you shouldn't worry too much. I didn't. My newsletter totally me, I speak very slang-ish and use words odd word combos (English isn't my first language). The more "YOU" you put into your mails, the more you make some people unsubscribe. That's cool - you want to separate the true fans from the fake ones.
As long as you are providing kick-ass value to your readers, you are good to go. Go wild with your style, and unleash your inner dork. The right people will luv it !
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Jade Craven Reply:
July 2nd, 2010 at 11:18 pm
I sure hope so
It's all new and it feels like rejection, to a degree. If someone drops off your RSS list, you don't know.
I'll be experimenting with my style. I inject a lot more of 'me' into my emails than others I know and while I read that its technically a good thing, it does worry me.
Thanks for popping in dude
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