Use This Simple Trick To Send Better Email Newsletters With Less Work
August 19, 2014
Many radio stations send out a weekly email newsletter. This is great way to connect with your audience.
But you're probably doing it wrong.
Many email newsletters are chock-full of text and images. The author of the email spends hours writing copy and selecting photographs. Huge amounts of time are invested in creating beautiful HTML emails.
Unfortunately, this is a waste of time.
Instead, you should automate the writing of your email newsletters by using an email service provider that has an RSS-to-Email feature. I use Mailchimp for this. Without getting too bogged down in the technical details, here's how it works:
- You publish a blogpost on your website.
- This post is automatically included in your site's RSS feed.
- Mailchimp can pull your RSS feed and automatically format it and send it as an email newsletter.
- You don't have to lift a finger.
Using an email service provider with an RSS-to-Email feature has several advantages:
1. It saves time.
For my website, SethResler.com, I send out an email newsletter every Wednesday. But I never write an email. I only write blogposts. This saves me a lot of time. In fact, the only time I spent on my email newsletter was the one hour I spent setting up the initial RSS-to-Email campaign. Everything else now happens automatically.
2. Less text tells you more.
When you set up an RSS-to-Email campaign, you have the option of including a blogpost's excerpt, rather than the full text, in the email. For example, you can give people a one-sentence summary of the blogpost, and then provide a link to click if they would like to read more. This is much better than including the entire post's text in your email.
Because as the sender, a person who reads every word of your email without clicking anything and a person who opens the email but doesn't read it at all look exactly the same. It's only when somebody clicks on a link in your email that you know they are interested in it. So if you want to know what your readers care about, it's better to give them a little information and require them to click for more.
3. Images are often stripped from the email.
When I set up my RSS-to-Email campaigns, I do not include any images -- not even my logo.
Because email clients like Gmail or Outlook often strip images out of mass emails until the reader clicks a link saying they want to see the images. (How often do you click that link? I never do.) Don't get me wrong, I still send HTML emails. But those emails only contain text and colors, not images.
4. More text in your blog helps you with search engine rankings; text in your email does not.
If you're going to spend a lot of time writing copy, you want that copy to appear on your website, not in the body of an email.
Because when there are a lot of new blogposts on your website, it increases your site's rankings in search engines like Google. This, in turn, can drive more traffic back to your site. Text in an email does not help you with search engines, because that copy is hosted on your email service provider's website, not on your website. So while you should spend time writing copy, you want to make sure that it's copy for your own site.