How many newsletters are you looking forward to receiving? Ten, five, three, one or zero? Let’s talk about your newsletter. Are your subscribers in a hurry to receive it? Or is it just another email in their inbox (or in their spam folder)? Once you have implemented the advice provided in this article, you will see that in the long term, 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 people who have decided to follow you. Because basically, you must not forget that a subscriber is a person who trusted you enough to entrust his email to you. She knowingly chose to hear from you. So please don’t take the opportunity to bombard her with promotional emails … A little respect anyway!

Ready to put your newsletter on steroids? So…

New article: 5 email marketing software in French

src=”▷-Newsletter-How-about-a-new-approach-2020.png” sizes=”(max-width: 226px) 100vw, 226px” srcset=”▷-Newsletter-How-about-a-new-approach-2020.png 450w,×169.png 300w,×338.png 600w,×433.png 768w,×577.png 1024w, 1051w” alt=”5 email marketing solutions / software in French” width=”226″ height=”127″ border=”1″ />If at CWT Advertising & co’m we love Mailchimp, some are put off by the interface entirely in English. And it must be admitted, unfortunately not everyone is comfortable with the language of Shakespeare. That’s why we selected 5 emailing services and software with an interface entirely in French. Enough to boost your email marketing strategy without the need for Google Translate at your fingertips.

To discover here: 5 email marketing software in French.

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 are you going to get information? What is the reference resource? Logically, you certainly thought about all of this when you designed your website. You must do everything to differentiate yourself from what is already happening in your sector.

In short, you have worked on your positioning. So why do you do like everyone else with your newsletter? Like all marketing tools, you must use it to show your uniqueness. It’s not Seth Godin who will say otherwise.

Sending the 4 articles published on your blog every month is frankly not of great interest (especially if your subscribers regularly visit your blog). We must go further. By showing empathy, you should have a good idea of ​​what your subscribers are looking for. When you know, I recommend that you prepare a sequence of emails that every new subscriber will receive.

Your first email must amaze them


Generally, when you subscribe to a newsletter, you receive the first messages like all other subscribers. In my opinion, you are losing a golden opportunity to get to know the people who decided to follow you better. Once a subscriber has confirmed that they want to hear from you (via the confirmation message), send them a special welcome email.

Indeed, instead of being content to share corporate banalities, opt for a more personal message. Depending on the size of the structure in which you work, write an email like this:

Topic : Welcome to [newsletter] (here’s what we can do for you)

contents : Hello [prénom si vous l’avez],

I am [votre nom], the [fondateur, président, directeur marketing] of [entreprise/blog] and thank you for subscribing to the newsletter.

In the next few days, I’ll send you messages to help you [bénéfice principal + d’autres bénéfices éventuellement].

To give you an idea of ​​what you can get, here’s what you think [nom d’un abonné satisfait], a long-time subscriber:

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

I hope that in a few weeks you can say the same 🙂

Before you leave, I would like us to get to know each other.

Can you tell me about what you are facing right now? Who knows, maybe I could help you find a solution.

In any case, I am at your disposal to exchange.

[votre nom]
[fondateur, président, directeur marketing] of [entreprise/blog]

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

Of course, you have to answer your subscriber when he answers you. In the worst case, you can slightly modify the email by removing the last sentence and adding a PS like “I unfortunately cannot answer all emails, but be sure that your message will be read” (and read these emails !).

If there is one thing to remember, it is to put people in your emails. Do not be the cold marketing director who “balances” a broadcast to subscribers. Rather, be the trusted person who will be there to provide good information. Also personalize the example message to suit your situation. This will work if you start a new newsletter or relaunch 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 pleasantly surprise your subscribers. They must be saying: this is the first time that I have received such a message from a newsletter.

Continue your momentum and create a link

Once you have made a good impression, you will need to continue to communicate with your subscribers. It is certain that the news of your company will not bring them anything concrete. In most cases, this kind of email will be deleted as soon as it is opened.

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

What to talk about in this case? It’s very simple.

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

You can write an email like this:

Topic : How to manage the [sujet épineux], a concrete example

contents : Hello [prénom si vous l’avez],

Whenever someone subscribes to [entreprise/blog], I ask what is their biggest problem at the moment.

Subscribers have sent me a large number of messages regarding [sujet épineux]. This is why I took a little time to tell you about it in this message.

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

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

[votre nom]
[fondateur, président, directeur marketing] of [entreprise/blog]

It doesn’t eat bread, but I guarantee that this email will have its effect 🙂

Above all, do not promote your products or services right away. Your subscriber knows who you are, if he feels you can help him, he will let you know. Ultimately, 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 curate on a given subject, the aim being to bring relevant information to your subscribers. In this case, consider commenting on each of the publications that you highlight by saying why they are important.

Always think long term

Once you have sent several quality emails to your subscribers, you can promote your products or services. Be careful not to harass them. Your subscribers may understand that you are trying to sell, but they are not there for that in the first place.

Remember that you have access to their inbox. Make sure you keep this privilege. Selling is good. Keeping the attention and trust of its subscribers is better! When the time is right, they will be able to reward you.

Gary Vaynerchuk

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

Segment and play on 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 your subscribers. If someone subscribes to an article on your blog about SEO, you can automatically apply an SEO tag to send them SEO related content in the future.

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

Another interesting thing to do with this kind of tool would be to modify your first email by asking your new subscribers to choose to click on a link among three which corresponds to their situation. For example, the links can correspond to beginner, intermediate and expert. You can have a label automatically applied according to the link that has been clicked. Your segments can thus be built up little by little without your intervention. This will allow you to send even more relevant content to your subscribers. Not bad isn’t it?


Keeping a newsletter is something that takes time if you want to get it right (like a blog actually). However, if you decide to embark on this adventure, you will create a real relationship with your subscribers. And that’s a huge competitive advantage. If someone prefers you, it’s not your competitor’s home to go shopping.

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