Guest Author - Pamela Blackmon

Why Should I Subscribe?

That's the burning question on most subscriber's minds when pondering whether to invite you into their inbox on a regular basis. They need to know that your unique perspective will enhance their life in some way, whether professionally or personally, that's important to them. Always remember that your reader’s attention is a commodity for which competition is stiff. Tell them in a sentence or two what you plan to offer in your newsletter.

If a couple of sentences won’t do, try a bulleted list, but keep it short and succinct.

How much will it cost?

If subscription is free, display that information prominently on your sign-up page. If it’s not, try highlighting the benefits of receiving the newsletter before you state the price. Help them understand why paying to subscribe to your publication is a good value for them. Be sure to deliver content worthy of the subscription price.

How often will I receive it and when?

Daily, weekly, monthly, quarterly…whatever your frequency, tell readers up front so they’ll know what to expect.

Also, tell them what day to expect it, e.g. the 1st Tuesday of the month or every Wednesday.

And, now for the tricky part: Stick to your schedule. This helps maintain your credibility as a company that keeps its word.

Will It Be Easy To Unsubscribe?

Readers want to know that they won’t be held hostage by your newsletter if it no longer meets their needs. Assure them that they can unsubscribe at any time. Include instructions for unsubscribing in each issue and on your web site.

What Format Will You Use?

If possible, give readers a choice. While HTML is more visually appealing and encourages higher click-throughs to your web site, plain text is easier for most email programs to pick up, especially for users with older browsers.

If you only offer one format, tell them what it is. If you can, show readers a sample newsletter as an example of what to expect.

Offering a direct link to the newsletter on your web site is another solution for readers who can’t or don’t want to receive emails in HTML.


What Will You Do With My Contact Information?

It’s essential to have a privacy policy that outlines how you will use your subscriber information. The best policies state that you won’t sell, rent, lease or otherwise share email addresses, etc. with third parties. The best companies keep their word.

The newsletter can contain the policy itself or link back to your website for more detailed explanations. Every issue should offer a way to view the privacy policy.

If you are planning to share subscriber information, ask your reader's permission to include theirs. Keep your word! Only share what you've been authorized to include in third-party transactions. Short-term gain is not worth losing your credibility over. People do talk in online forums and among themselves. You want any words spoken about you or your company to be as positive as possible.


How Can I Contact You?

Naturally, you’ll offer your readers an email address and web site. Include a snail mail address as well in case readers need an alternate method of contact. This also strengthens your credibility as an established business rather than a fly-by-night shyster. Depending on your type of business, you may want to offer a telephone number as well.