One subscriber is worth a thousand likes. But why should your clients subscribe to your particular newsletter? In this article, you get tips on ...

How to create an irresistible newsletter

One subscriber is worth a thousand likes. But why should your clients subscribe to your particular newsletter? In this article, you get tips on how to make your newsletter irresistible.

I used to spend ten minutes every morning to sort through the newsletters in my inbox. Rarely did I read any of them. Instead I marked those newsletters that seemed interesting, so I could potentially return to them later. Some of them I deleted straight away, without much afterthought.

It wasn’t because the content was bad – at least not in most cases – but because I didn’t have the time to read them at that moment. Besides, I prefer to use Feedly to follow blogs, and I know the most interesting content will circulate (often many times) in social media.

Hence a couple of weeks ago I decided to cancel most of my newsletter subscriptions. My inbox has become more easy to scan since then, and my life has been slighly better as a result.

At the same time, a large number of companies have lost a subscriber.

I consider, however, a few newsletters to be irresistible. I know the content will be unique and always very good. And they provide me with value I can’t get anywhere else.

How to keep your subscribers engaged with unique content
There are a few basic requirements your content must live up to if you want to succeed with content marketing:

  • It has to be fantastic –  “good enough” is no longer good enough.
  • It has to be targeted towards a niche audience. You can’t stay relevant to everyone.
  • It has to be published regularly and over the long haul.

If you meet these basic demands, you will most likely grow your audience. But how do you keep your subscribers engaged over time? There are three types of unique content you can use in your newsletter to make it irresistible.

1. Unique knowledge
Your audience won’t cancel their subscriptions if your content is really good and if it isn’t published anywhere else. The most usual approach is for the sender to put the content directly in the email, and not on an external website. That way you make sure only your newsletter subscribers get access to your expertise and knowledge.

2. Unique offers
Another example of unique content is offers that are only distributed to newsletter subscribers. These can include discount coupons, invitations to events or unique educational material that can only be downloaded by subscribers. It is a good idea to make your offers time sensitive so your subscribers become more encouraged to act on them.

3. Unique exclusivity
A third example of unique content is to always give subscribers priority access to new knowledge. Send out the newsletter first, and wait a few hours, a day or even more before you publish the same content in other channels. Your subscribers will thus feel exclusive and rewarded for their loyalty.

Tip! Subscribe to the Spoon Academy newsletter to receive the latest insights before anyone else, and also get priority access to our often fully-booked seminars.

In closing
I usually claim that one subscriber is worth a thousand likes. That your potential clients ask for your content, for instance by subscribing to your newsletter, is a sign that you’re successfully providing added value. At the same time, you’re building your audience on a relatively safe platform where you don’t need to rely on a third party site, such as Facebook or LinkedIn, which can change the conditions for how you can reach your audience.

But one thing you can’t defend yourself against: that your audience simply chooses to ignore your content and cancel their subscriptions. They can choose to access the content elsewhere, or not at all. You can create an irresistible newsletter by offering unique content. You create added value that your subscribers can’t get anywhere else. And then the newsletter gets to stay in the inbox.