How about a new approach?

How many newsletters are you looking to receive? Ten, five, three, one or zero? Let’s talk about your newsletter. Are your subscribers in a hurry to get it? Or is it just one more email in their inbox (or spam folder)? Once you implement the advice in this article, you will see that in the long run, your subscribers will appreciate receiving your messages (and why not use your products or services)…

Let’s be clear, the idea is not to “manipulate” people! On the contrary, what you will learn in this article will show you how to better communicate with the people who have decided to follow you. Because basically, we must not forget that the subscriber is the one who trusted you enough to entrust you with his email. I have knowingly chosen to hear from you. So, please, don’t take the opportunity to receive her a promotional email…a little respect anyway!

Are you ready to put your newsletter on steroids? Then…

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Put yourself 5 minutes in the place of your subscribers

This is the basis. Imagine that you need to know more about a particular area. Where do you go to look for information? What is the reference? Logically, you have definitely thought about all of this when designing your website. You should do everything to distinguish yourself from what has already been done in your sector.

In short, you have worked on your positioning. So why do you love others with your newsletter? Like all marketing tools, you should use it to show your uniqueness. Seth Godin wouldn’t say otherwise.

Honestly, submitting the 4 articles published on your blog every month is not very fun (especially if your subscribers visit your blog regularly). We must go further. By showing empathy, you should have a good idea of ​​what your subscribers are looking for. When you know, I advise you to set up a series of emails that any new subscriber will receive.

Your first email should surprise them

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In general, when subscribing to a newsletter, you receive the first messages like all other subscribers. In my opinion, you are missing out on a golden opportunity to get to know the people who decided to follow you better. As soon as the subscriber confirms his desire to receive news from you (via the confirmation message), send him a special welcome email.

In fact, instead of just sharing company trifles, opt for a more personal message. Depending on the size of the chassis you’re working with, write an email like this:

subject : you welcome in [newsletter] (This is what we can do for you)

Content : good morning [prénom si vous l’avez]And

I am [votre nom]The [fondateur, président, directeur marketing] from [entreprise/blog] And thank you for subscribing to our newsletter.

Over the next few days, I will be sending you messages to help you [bénéfice principal + d’autres bénéfices éventuellement].

To give you an idea of ​​what you could be receiving, here’s what it is [nom d’un abonné satisfait]long shared:

[insérer témoignage de l’abonné (réel, cela va de soi !)]

Hope you can say the same in a few weeks 🙂

Before I leave, I’d like to get to know each other.

Can you tell me what you’re facing right now? Who knows, maybe I can help you find a solution.

Anyway, I am at your disposal for exchange.

good for you
[votre nom]
[fondateur, président, directeur marketing] from [entreprise/blog]

Admit that you never received this type of email after subscribing to a newsletter 😉

Of course you must reply to your subscriber when he responds to you. At worst, you can tweak the email a bit by removing the last sentence and adding a PS like “Unfortunately I can’t reply to all emails, but be sure to read your message” (and read these emails!).

If there’s one thing to remember, it’s to put people in your emails. Don’t be a cold-blooded CMO who “transports” broadcasts to subscribers. Instead, be the trusted person who will be there to provide good information. Also, customize the letter form to suit your situation. This will work whether you’re starting a new newsletter or releasing an existing newsletter.

In the latter case, simply change the subject of the message to something like “What will change in this newsletter”. Your goal should be to surprise your subscribers. They must say to themselves: This is the first time I have received such a message from a newsletter.

Maintain the momentum and build a link

Once you make a good impression, you will have to continue communicating with your subscribers. The news of your company will certainly not bring them anything tangible. In most cases, these emails will be deleted once they are opened.

The first message was different, you should continue with the following messages.

What are we talking about in this case? It is very simple.

Since you have read the responses of subscribers regarding their issues, All you have to do is write about these topics. If you have already talked about a desired topic, take the opportunity to present an article from your blog to them (it could also be a YouTube video, a slideshow presentation, or any other type of content).

You can write an email like this:

subject : how to manage [sujet épineux]concrete example

Content : good morning [prénom si vous l’avez]And

Every time someone subscribes to .’s newsletter, [entreprise/blog]I ask what is their biggest problem right now.

My subscribers have sent me a large number of messages regarding [sujet épineux]. That’s why I took some time to tell you about it in this post.

[donner des pistes à explorer en fournissant un contenu pertinent]

In a few days, I will send you a message at [sujet épineux 2]because this is another point that should not be taken lightly.

good for you
[votre nom]
[fondateur, président, directeur marketing] from [entreprise/blog]

He doesn’t eat bread, but I guarantee you this email will make an impact 🙂

Above all, don’t promote your products or services right away. Your subscriber knows who you are, if he thinks you can help him, he will tell you. At the maximum, you can try to close the sale if the subscriber replies to this email to find out more. Of course, this email is just an example.

You can also organize a specific topic, the goal is to provide relevant information to your subscribers. In this case, remember to comment on each of the posts you made by saying why they are important.

Always think long term

Once you send several high-quality emails to your subscribers, you can promote your products or services. Be careful not to annoy them though. Your subscribers may well understand that you were trying to sell, but they aren’t there for that in the first place.

Remember that you have access to their inbox. Make sure you keep this privilege. Selling good. It is better to keep the interest and trust of its subscribers! When the time comes, they will know how to reward you.

Gary Vaynerchuk

As Gary Vaynerchuk says, “Give, give, give and then ask. »

Split and play by relevance

If you have a large number of subscribers, not all of them subscribe to your newsletter for the same reasons. Some email services like ActiveCampaign have a “tagging” feature to help you segment subscribers for your channel. If someone subscribes to an SEO related post on your blog, you can automatically apply an SEO rating to them in order to submit SEO related content to them in the future.

By doing so, you avoid annoying subscribers who are not interested in a particular topic.

Another interesting thing you can do with this type of tool is to edit your first email by asking new subscribers to choose to click one of the three links that correspond to their status. For example, links can correspond to beginners, intermediate and experts. You can automatically apply a label based on the link clicked. Thus your chips will be able to build little by little without any interference on your part. This will allow you to send more relevant content to your subscribers. Not bad, right?


Maintaining a newsletter is something that takes time if you want to do it right (like a blog in reality). However, if you decide to embark on this adventure, you will create a real relationship with your subscribers. This is a huge competitive advantage. If someone prefers you, they will not go shopping at your competitor.

And do you have a newsletter? Do you intend to make it more lively after reading this article?

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