With the new GDPR privacy regulations coming into effect not only in the EU but for global businesses that may do business with EU residents, many digital marketers are starting to rethink their lead generation strategies. On the one hand, privacy regulations already dictate that we must explicitly and directly ask people to opt-in to our email lists—rather than distracting them with free downloads of shiny objects to list them. On the other hand, many small business owners realize that they may be reaching the wrong type of audience with these free downloads. This made us realize that we might need to take a closer look at a) how we attract people to our email list, and b) what we're doing with them once they get there. A return to the glory days of electronic communications On the one hand, I welcome these changes. This means that instead of focusing on getting people to drop the next shiny thing on an email list — worksheets, ebooks, challenges, courses, quizzes, etc. — we can refocus on delivering high-quality content once they’re on the list .
In other words, making sure that the content you provide in your newsletter is of such high quality that people want you in their inbox, whether or not you offer them any kind of digital bribe, is a necessity return. surprising! For several years now, the prevailing view was that electronic communications were no longer enough to motivate most people to opt in. But with the confluence of events we're going through right now, I predict we'll see (at least in some ways) a return to the industry mailing list days of e-newsletters, before they were sales messages, all the time, when you signed up for someone's current affairs Newsletter because it will provide quality, valuable content. I know - what a concept! That means, we need to go back to the basics of the newsletter and ask ourselves a few questions to make sure what we're offering (or what we'll start offering in the near future) is great enough that people are willing to exchange their valuable contact information in exchange for it . Why are you publishing a newsletter? Like blogging, "because someone told me to do it" is not a good enough answer. For your newsletter, you must set a clear goal for your business and your readers. Your business goals may include: Build trust with your audience.
Ability to sell to your audience via email. Become a thought leader. Get traffic to your blog/website. Sale of affiliate offers. Offer a more private, VIP or exclusive experience to a segment of your audience. Ability to segment your audience to show them more relevant information or messages. etc. Whatever the ultimate goal of your newsletter, you must be clear about that goal. For example, if you know that all your sales come from referrals, not from people on your list, your goal isn't to sell to your audience via email; it might be to build trust, become a thought leader, or drive traffic. On the other hand, if you use the internet publishing model to release a product or program multiple times a year, your goal is definitely to be able to sell to your audience via email. If you're an affiliate of BSchool... well, you're generally despised, but I do get it. 😉 On the other hand, you also have to understand what your readers are aiming for when they sign up for the newsletter. In recent years, we've often targeted magnets or bribes -- and then hoped that people would stick around and hear what we had to say. Right now, it may be in your best interest