Do you want to build a dynamic relationship with your readers and keep them coming back to your site? Do you want to retain your customers and sell more easily? So, you are already sending a newsletter, or you have understood that setting up a newsletter has become a priority, isn’t it? Drop !
Let’s drop the newsletter: let’s take a new approach!
We are going to drop the newsletter for a good reason: today there is no longer B2B and B2C. The distinction between the two no longer needs to be: it has become completely obsolete from the point of view of the client / prospect. Today, there is only P2P, people-to-people commerce.
Today, the distinction between B2B and B2C no longer needs to be. There’s only P2P, people-to-people trading.
So, as Alex Bortolotti wrote : let’s opt for a new approach! I would even say more: put the word “newsletter” on the list of words to ban from your site / blog / shop. Don’t even “think” about “sending a newsletter”, think about email. Because honestly, you want to receive newsletters, do you? Neither do I.
Seriously, we hear that word, we think “spam” in less time than it takes to say it. “Newsletter” is synonymous with daily La Redoute promotions, unsolicited emails, emails that come back even when you clicked to unsubscribe or worse – unsubscribe link not found!
In short, I don’t want to receive newsletters, and neither do you. Logically, the entrepreneur who tries to send a newsletter will drag their feet, be uninspired or do it very badly, since neither he nor anyone wants to create unpleasant experiences for his customers.
Consequently ? A lot of effort for little results. Because when we want to avoid disturbing, we send boring content. When you want to avoid sending too many emails, you don’t send enough to develop a relationship. And when we are afraid of causing unsubscriptions, we do not write to the people who are waiting for our emails!
Markets are conversations, markets are relationships.
– The Cluetrain Manifesto
Markets are conversations, markets are relationships. This brilliant phrase from the Cluetrain Manifesto reminds us that the financial transaction is only the third pillar of an effective business relationship – after the conversation, and the relationship it creates between two people.
And if the “digital transformation” has had a consequence, it is that of giving back to trade its letters of nobility: the sale becomes again an exchange of values between 2 individuals.
By the way, isn’t social media enough?
Social media is great for conversation, BUT visibility is extremely low compared to that of an email, and exchanges are public. So as soon as you walk through the door of a virtual inbox, the conversation takes another turn. We are each on one side of the screen, no one else is listening, and above all no one else is reading. Everything has more impact when you can contact clients directly, and privately.
VSwhich is greatis that what I write to a client is going to be received identically by those on the same list. But everyone reads solo – the feelings and the responses will therefore be individual, personal, intimate. The result is that we will respond to your emails with more ease, sincerity, expectation than if we react on Facebook / Twitter / Pinterest – or worse, to a survey.
Why ? Because it is commonly accepted that one can lie in polls – yes! Why (again!)? Because we want to give a good self-image, because we are afraid of giving the wrong answer or simply because we have the impression of responding to a company that wants to increase its turnover rather than to a person who can help us solve our problems + make our aspirations a reality.
The real question for successful com by email
So the real question is this : subscribe to your emails, what will it actually bring to your reader? To your client? What is it going to change concretely in his everyday life? What are you going to send him? Don’t answer “my articles and my news!” “. What will he do with the content you send him? What is it going to allow him to solve, to accomplish, given what is on his list of things to do, what he cannot do alone?
Send efficient emails that make you want to click, read, comment, respond, share, it goes through templates and formulas that prevent us from reinventing the wheel, but it goes first, and in equal parts by a good knowledge of your customers’ thoughts .
Make way for examples!
Examples from the websites of 5 editors of CWT Advertising & co’m:
- Triple your rates, at Sophie Gautier;
- How To Write Headlines That Attract Clicks, at André Dubois;
- How to read the minds of customers to sell better, at Selma Païva’s (it’s me!);
- The recipe to launch your startup, at Rémy Bigot;
- 11 business ideas to start now, at Haydée and Tony’s Travel Plug-gin.
3 tips to finish:
A reader, a customer leaves you his email in exchange for a promise, which one? Formulate it in terms of customer benefits, with their own words (see the examples above!).
Now write in the singular : since everyone is the only one reading you in front of their screen, write in the singular (tu or vouvoyement depending on the business relationship that suits you best), no “hello everyone!” “And other formulas for a group.
Drop the newsletters: send emails regularly to the people who asked to receive them, to inspire them, guide them, relax them and of course, offer them your products and services!