In my previous post, we talked about the impact CASL had on your small business mailing list. If you are like many people, you found that when you asked people to opt back in to your list, only 10-20% actually went through the process. This was no doubt a sobering realization that not everyone is ‘into you’ the way you might have hoped. Being a glass half-full kinda person, I look at this as an opportunity to re-evaluate the type and quality of information you are putting out there. It’s also time to re-evaluate your tribe. Who are the people who are invested in you and your business? And how do you attract more like them? Here are 3 strategies to help you rebuild your list. Remember to spend your time focusing on the people who took the time to opt back in. They obviously find what you have to offer of value to them.
Any of my clients know that I am a big proponent of blogging. Not only does quality content help establish you as an expert in your field, it also helps you with the Google search engines. For the next while, include a short paragraph on the benefits of signing up for your newsletter and include the link to the signup in your blog post. You might consider including an incentive. Give people a bonus for signing up for the newsletter; a coupon, free e-book or other offering. Be aware however, that some people might sign up just to get the bonus and may have no intention of giving you any further business which will artificially inflate the list. The very best way to keep people invested in you is still to put out excellent content.
Tip: Your blog and your newsletter should never be duplicated content. They should have distinct content and strategies. Feel free to contact me for more information on this.
2. Email Signature Block
While you cannot ‘cold call’ people using email, you can continue to email people with whom you have an existing business relationship as well as friends and family. Add the link to your newsletter signup in your email signature block because not everyone will have signed up to get it. This is a great reminder. Make sure your email signature list also contains links to your website, FB page, LinkedIn profile etc.
Tip: Include a suggestion to your contacts within the newsletter to share your newsletter with their family, friends and co-workers since this does not violate CASL
It is critically important that your list be mailed to on a regular basis to keep the engagement flowing. (This does not mean hounding them). You may have to test your market to find out how often they want to hear from you. Consider sending out a mini survey with one of your newsletters (you could use Survey Monkey for example) to poll your audience on how you are doing. You may find you get some very interesting feedback. Solicit their input on things they may wish to see included in your newsletter as well as how often they want to hear from you. Then stick to that routine. It’s part of the trust factor that people use in evaluating whether or not they want to do business with you or not. Clients want to know they can depend on you.
Tip: If you are using Mailchimp as your newsletter provider for example, make sure you check the boxes in your profile setup to have the system alert you when people either subscribe or unsubscribe from your mailings. There is the ability to view why they unsubscribed. This information can be very telling and may help you tweak your approach and or content.
It’s also important to point out again, that to adhere to the new CASL guidelines, there is a double opt-in process required so be sure when you are inviting people to sign up, you explain that it’s a two part process that they must properly complete to successfully subscribe.
I’m here to help! Have questions? You can connect with me via email or telephone, leave a comment right here on the site or click the contact tab at the bottom of the screen if you are reading this blog post on the website.
Until next time,