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Do you know what you will send in your first newsletter of the year?

Published by Mailrelay on January 9, 2018

primera newsletter

After all the promotional emails we send at the end of the year, what could we send to our subscribers as the first newsletter of the year?

Many companies worry, and with good reason, about what to do to send email marketing during these first days of the year.

The reason for this concern is the fact that many emails have been sent in recent months, and companies are worried about what to do during January, about how to send email marketing because a high number of newsletters could irritate some subscribers, which would result in:

  1. Unsubscribe requests
  2. Or users flagging the newsletter as spam
  3. Less open rates because many users may not open the email
  4. That could also hinder engagement with subscribers

Something that could end up affecting email marketing campaigns during the rest of the year, as we will soon have relevant campaigns to send, like the traditional Valentine’s day campaign, among others.

You certainly don’t want this to happen, right?


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·  So, should you stop sending emails until February?

This is an option, the first that comes to the mind of many people.

It also seems very logical, right?

Potentially tired subscribers when receiving many emails = stop sending email marketing for a while to allow users to rest

However, is it the best option? Stop sending email marketing?

It doesn’t have to be.

We have to think about the whole month, and that we would lose contact opportunities with our subscribers.

It may not seem like a long time, but:

  1. We would lose opportunities to be in the top of mind of potential customers
  2. Our competitors may be taking advantage of this opportunity
  3. And besides, we would not be taking full advantage of the email list

We should use this first campaign to pave the way for the next newsletters, as in a few days we will need to send email marketing to sell products at great discounts.

That means that you should think of other options for the first newsletter of the year.

Another alternative would be

· You could continue sending your blog content.

Quite usual.

If you have a business blog with a regular publishing frequency, it is normal to continue to send email marketing, creating newsletters with the contents of your blog.

That, in principle, should be less irritating to your subscribers.

Because you’ are not trying to sell anything, you are just sending content, content that:

  1. May be useful
  2. They have subscribed to receive this kind of content

You could do this by taking advantage of these first newsletters to keep in touch with your faithful readers.

This option will, therefore, be much better, in my opinion, than stop sending email marketing.

But it is still not the best option to send your first newsletter. You can make better use of your email campaigns.

Let’s see what could be done.

·  Remember that your newsletter:

It can serve as a channel of communication with your customers and subscribers.

And this is the crucial part that we should remember when planning this first message of the year.

What could be done then?

· Send a contact newsletter, no more.

In fact, it would be better to send a more basic newsletter, just to contact the reader, without trying to sell him anything.

But with more information, of course.

You should not:

  1. You should not send a sales newsletter at this time after all the promotions of the end of last year, many customers will have less money in their budget to buy in January
  2. It is also not recommended to send an impersonal email with some random content without any relevant information

You should not forget that these subscribers are your customers.

They already bought your products because you sent them promotions by email in recent months.

So you have several options:

  1. Thank customers for their trust in your company
  2. Send a message to ask them if everything is working correctly or if they need help
  3. If the product purchased met their expectations
  4. To know if you can help them with their purchases
  5. Request suggestions for content that may be useful and that they think could help them to use the products they purchased (if possible)
  6. Request suggestions for improvements
  7. To know what they liked about the product
  8. Etc.

In short, the goal of this campaign would be to increase customer loyalty.

This first newsletter of the year should be used as a tool

For creating engagement, without trying to make money right now. So that your subscribers are better prepared to receive your next emails.

Can you think of a better option to send email marketing in January?

Most subscribers, and especially those who bought something from you, will certainly appreciate the interest of the company, if you contact  them to know if all is well, without any other interest (not an indirect sales email).

·  And it will not only be useful for generating engagement.

The answers can be beneficial.

As you contact them directly to see if they are satisfied if they have had a problem, if the product has met their expectations, etc. You are very likely to receive  answers.

Don’t be afraid of the complaints.

You are very likely to receive complaints. If your customers are fully satisfied, they will not have as much to comment, but if something didn’t work as expected; they will want to complain.

In any case, you can learn a lot from their answers.

And use this information in upcoming promotions.

Concentrating on what they most appreciate about the product, correcting what is not working, or use their responses as a knowledge base to create more attractive calls to actions, responding to their main doubts. This feedback will be crucial to know what your customers expect from  your products or services this year.

Also, a good email marketing software will have statistics, with relevant data like open and click rates, etc. This information will be critical when you are sending email marketing over the coming months.

·  In summary

We can take advantage of this first newsletter of the year, even if we will not sell any products with that message. It’s much better than stop sending email marketing for a few weeks.

By showing that you are interested in the satisfaction of your customers and that you want feedback on their latest purchases (which due to the large number of promotions may have been impulse purchases) you will be able to create closer ties with your customers.

In addition to offering us a wealth of information that can be very useful for the next email marketing campaigns.

To do all this, as always, you can use Mailrelay.

I’m waiting for your comments about this article!

jose-argudo


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Comments

  1. Silvana

    Me parece que me has leído el pensamiento, porque para mi es la pregunta del millón! después de hacer malabares como sabes, para hacer la landing page y etc, etc, no se como empezar esta primera newsletter, tengo un grupo de suscriptores que la ultima vez que recibió noticias mias fue en noviembre, otro en diciembre y ahora que poco a poco se apuntan a mi nueva lista, como podria hacer una sola newsletter para todos, puede es una pregunta absurda, pero es que recien empiezo con la newsletter, dame luz!!! gracias por tu ayuda!

    11/01/2018 - 09:41:42 Publicar una respuesta
    • Mailrelay

      ¡Hola Silvana! Bueno, si tienes pensados los contenidos de los próximos meses, puedes hacerles un pequeño adelanto comentando lo que vas a ir haciendo. Eso retomará la relación con los que hace tiempo que no reciben nada, y animará a los nuevos a quedarse.

      11/01/2018 - 09:43:39 Publicar una respuesta
      • Silvana de Dulce Maternidad

        ¡Gracias! a veces nos ahogamos en un vaso de agua, tienes toda la razón a ver qué les parecen mis ideas!! nos vemos!

        12/01/2018 - 11:43:31
      • Mailrelay

        ¡De nada Silvana! Espero que te sean útiles los consejos 🙂

        12/01/2018 - 11:44:43
  2. Ricardo Betancourt

    Es una estrategia bastante inteligente, das una cuenta gratuita robusta para crear una lista y luego se haga casi imposible dejar de utilizar el servicio. Y sus consejos insuperables, saludos y bendiciones a todo el equipo.

    11/01/2018 - 04:25:58 Publicar una respuesta
    • Mailrelay

      ¡Gracias Ricardo! Lo cierto es que lo que intentamos es dar una herramienta y consejos que ayuden a las empresas y emprendedores a mantener el contacto con sus comunidades. Me alegra que te gusten los consejos 🙂

      11/01/2018 - 08:34:48 Publicar una respuesta
  3. Carolina Mora

    Son bastantes buenos sus consejos y los estamos poniendo en practica, muchas gracias por su apoyo constante.

    09/01/2018 - 14:50:11 Publicar una respuesta
    • Mailrelay

      ¡Gracias a ti Carolina! Por el comentario y por la confianza en Mailrelay, espero que los consejos te resulten de utilidad.

      09/01/2018 - 14:55:32 Publicar una respuesta

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