Email Newsletters: Set up and 8 other important things to remember

by 1 May, 2014

You decided to set up an E-mail newsletter database to keep your audience informed about all the exciting news you want to share and experiences you make.

But how do you do this? And what else is important?

Decide on what service you are going to use

Are you starting out and have not too many contacts (yet)? Or are you already established and your audience is quiet high? This can define what service you are going to use.

For example, Mailchimp is one them and is very easy to sign and set up.

But there are others, some more industry specific one’s out there. A quick Google search can show a few possible candidates.

How you can add people to your list?

Via your website. That’s a no brainer. Offer a freebie, like a free download of your music or a ‘behind the scene’ snippet of some sort, which will entice them to sign up.

Now is the time to share your signing up link on every Social Media channel you have. Plus, every time you are at an event, have a laptop/tablet with the sign up screen handy (get your crew/street team to help if it’s really busy and you can’t do it yourself), so anyone who wants to sign up can do it straight away.

What topics to write about in the newsletter

What have you been up to? Have you got new projects you are working on? Been to an exciting place that inspired you? Or you have had some down time and did nothing?

If your audience feels involved then you are on the right track to a Newsletter winner!

How regular should you write a newsletter?

Be upfront and tell them when they can expect to hear from you. You don’t have to be in touch every week but if you promise to have one ready and in their inbox once a month, then keep to that promise.

I wouldn’t recommend to leave it too long between newsletters either, if you do then don’t be surprised if no one reads them because they almost forgot about you.

Split your database into specific sub-lists.

For example by region: You can tell them of any local news or event(s) relating to you. Or what people click through most: Some prefer links to click on, others love watching videos in an e-mail newsletters.

Keep it simple. Plain layout with minimal fuss and pictures is best.

One of the most important things to remember is to keep it simple. Don’t confuse your subscribers with a too colourful design, too many links or photos and the likes.

If your reader’s eye can flow easily when reading will ensure the best results. For example, have a header with your name/branding, two or three main columns and your contact details (including a unsubscribe option) at the end.

Call to action

What you always have to include is a ‘Call to action’. Ask for their opinion, throw a question out there or simply tell them to share your newsletter with their friends and family.

Check your Analytics. Every time.

Checking your newsletter stats after every e-mail drop, is definitely a must. This step will help to decide what works, what doesn’t and what can do with an improvement. Using Google Analytics for this is one of the best options.

Last but certainly not least: Keep your fan database to yourself.

Never EVER sell your list and betray your audience’s trust. This is the worst thing you can do, so please don’t even consider it.

Image courtesy of m_bartosch /