Before you can start planning an email campaign, you need to clearly define your audience. Once you get a good idea who you are writing to, it will be easier to decide what you want to send to them and how often they want to hear from you. This is similar to the process you should go through to determine the content for your blog.
What are some words that describe the people you are writing to? The more specific you can be in understanding your niche, the better you will be in targeting your content to their particular needs.
You may want to consider a broader scope for your newsletter than you do for your website, so that it appeals to people who may not actually be in the market for your product now, but maybe later or maybe they will refer customers to you. For example, realtors who only send out news of their latest listings and house-hunting tips are missing an opportunity to stay in contact with a broader audience. The realtor’s list may be interested in continuing to get their agent’s newsletter, even though they have now bought their house, if it contained, for example, neighborhood news and events.
Although my primary business focus is WordPress Website design, the focus of my newsletter is more on Social Media. That allows me to appeal to a broader audience that may eventually need a website or would refer others to me. If I only featured WordPress tips, I would be speaking more to the DIY audience who would be less likely to need my services.
Often people unsubscribe to your list once their initial need is satisfied. However, if you broaden the scope of your audience and provide content that they really appreciate, you will keep their interest and engagement over time. This broader group will either come to do business with you again or refer people to you because they have gotten to know, like and trust you.
But remember you won’t appeal to everyone, so don’t try. The more focused your niche the better.
Describe your readers, audience, clients, tribe:
Pain Points: _____________
Brainstorm a list of the types of information they would they like to receive.________________
What are your ideas? Please share them for feedback!