I’ve subscribed to many email newsletters in my life. And I’ve unsubscribed from most of them after a while. Because my hobbies changed, my taste changed or I simply changed my mind. But after many years, I’m still signed up to some of my long-time favourites because I feel there is a real connection – though I’ll admit : I won’t always read all the newsletters I get thoroughly.
This is what I like the best: the real dialogue, the conversation. When I feel the sender really cares about me. For example, I once sent an email to a company asking about a natural skin cream they were selling. They answered my email, telling me they would prefer their expert to call me because they had some more questions and wanted to make sure the product was appropriate. I was surprised and happy.
On the other hand, lack of conversation can be a relationship killer. For some years, I had been ordering some ingredients to make soap from a wonderful place. I stopped immediately after I sent them a few emails to tell them I had a an issue with one product and they didn’t even reply. They IGNORED my emails.
Having people subscribe to your email newsletter is a real gift. A mark of confidence for your business and for what you are doing. It’s a unique chance to have your clients, or future clients, engaged in a conversation.
Give your subscribers some occasion to exchange with you. Add some links and encourage them to ask questions about your products or your services. Most importantly, be prepared to reply to your clients. Use a personal email address like isabel@ instead of sales@ And PLEASE: never use the “noreply@” addresses.
Sending from a “noreply@” is like ending a conversation before the other person even got the chance to say “hi”. And it brings many deliverability issues. Read: Why You Should Never Use a noreply@ for more.