Taking The Fast Track – The Nordic Walking Experience

Taking The Fast Track – The Nordic Walking Experience

So, this post is going to be something a little different. As many of you might already know, I like to get to know my clients and their businesses very well during the course of writing for them. It’s how I achieve a unique voice for them and don’t spout the wrong information. Bearing that in mind, I recently took a crash course in Nordic Walking to help understand it a little better for a new client, Janine of 3J Fitness, Nordic Walker extraordinaire.

I first met Janine when I visited the Reading Central chapter of BNI, and she was without a doubt the most energetic person in the room. It was her turn to do a 4-minute presentation to the group, and unlike everyone else (who just stood up and talked) she took to walking around the room very quickly with her poles as she spoke – I think she managed around 6 circuits during that time. When I joined the chapter I got to know a little more about Janine and her love of Nordic Walking, to the point where I wanted to give it a go myself. So one cold and grey looking Saturday, I joined Janine and another very bouncy lady called Carla at Prospect Park to find out what all the fuss was about.

Posture, Pace And Practice

Before we were allowed to be set loose on the unsuspecting people of the park. Janine took us through the basics of Nordic Walking. We were kitted out with special pairs of gloves that came with a little piece of plastic, which I soon learned was designed to clip into the poles so you could get the grip right. This was a good thing, as by that point I’d already dropped my poles 4 times! Janine ran us through how to hold the poles properly and how to stand before we were off and learning how to walk again. Turns out, Nordic walking is a lot harder than she makes it look! Getting the rhythm right was the trickiest part for me, as trying to remember which foot to put forward with which arm and when to hit the ground with the pole was almost too much for my sleep-addled brain to process. But thanks to some ‘training’ (which involved Janine walking behind me, holding the ends of my poles and moving my arms for me as I walked) I got there in the end. We spent around 20 minutes on this whole process, and by the end, I felt I could actually walk confidently with the poles. Result!

The Gears

I was then informed that having mastered Gear 1 (basic walking), we were going to learn the other 3. Turns out, there are 4 Gears in Nordic Walking, each a bit tougher than the last. It was at this point that I realised that doing an hour of weight lifting in the gym that morning might not have been the greatest idea!  Thankfully, Janine saw the dread on my face and took us through them gently. Gear 1 was the easiest, a nice, steady walking pace using the poles for support and rhythm. Gear 2 moved it up a bit to a faster pace and a firmer motion with the poles moving forward. Janine framed it as ‘punching someone you don’t like in the knackers’, as opposed to the ‘reaching for a handshake’ motion in Gear 1. Cue some hysterical laughter. After we’d recovered and got the hang of that, we tried out Gear 3, which mainly involved changing the position of the poles to give forward propulsion. It still felt like normal walking, but at about 3 times the speed without any extra effort. I loved it! after a few laps and a hike up a hill in Gear 3, we fell apart a bit at Gear 4, otherwise known as running with poles. There was lots of getting confused with the rhythm, hopping around trying to switch your feet and some very funny frog like jumping that I’m still sure was Janine just trying to make us look silly. But by the end, we were panting slightly having run around a mile – a great improvement on my usual running, which consists of flapping around for 5 minutes before falling over in a gasping heap. Now that we had mastered the Gears, it was time to put it all in practice.

A Country Jaunt

Nordic WalkingTo finish off the fast track session, we took a rather beautiful turn around the park. Now if you’ve never been, Prospect Park isn’t some tiny little field. It’s a huge expanse of grass, playgrounds and tennis courts, and we spent around 30 minutes just walking around it. It was a refreshing walk full of kicking leaves and some rather rude comments from a dad in the park about pole dancing (though I think he was just curious). This countryside jaunt was apparently quite typical of the kinds of Nordic Walks Janine runs on a regular basis, full of ladies and gentlemen who love to take in the scenery and have a good natter. We finished up with some stretches and we were even presented with our freedom passports – which was very exciting! Through all of this, I didn’t really feel like I’d done a ‘workout’ in the traditional sense. At least, that was until I sat down in the car and my whole body protested. Turns out, I’d been working quite hard while I was frolicking in the field!

And to be honest, I think that’s typical of sessions with Janine. She makes walking so much fun that you don’t notice just how hard your body is working. I could imagine getting very fit by accident doing this regularly. Overall, I loved trying out the fast track session with Janine and 3J Fitness, and I don’t think I’m the only one. Looking at all the photos on her Facebook page from her walks, smiles are a regular occurrence! If you’ve never tried it before, go along to a taster session and try the pole-walking experience for yourself!

Merry Christmas From Eleven Eight

Well, thus ends another year, and we at Eleven Eight are closing our doors for the festive season. On behalf of the whole team, thank you so much for sticking with us, reading our content based nonsense and making us as successful as are.We really couldn't have done...
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5 Social Media Tips For Absolute Beginners

5 Social Media Tips For Absolute Beginners

When it comes to creating content for the internet, there isn’t much point unless you have somewhere to put it. So, once you’ve uploaded to your website, what’s next?

Social media is still the fastest growing and most effective way of sharing that wonderful content you’ve created with the world. Each month 845 million people use Facebook. 115 million use Twitter, 12 million use Pinterest and 2 billion visits YouTube every day. 2 new members join LinkedIn every second. In fact, 600 million more people are on social media than own a toothbrush (ew)! Social media is undoubtedly one of the most powerful phenomena out there, and it’s just waiting for you to harness its potential to spread your content far and wide. If you’re not on social media yet, by the end of this post you will be!

Decide What Platforms To Use

The first and most important thing you need to do is decide which platform you want to use. There are hundreds of different social media platforms out there, from Twitter to Tumblr and LinkedIn to Snapchat, so there is no way you can be on all of them. So start small. Pick one, or two to begin with and grow your following – you can always expand to new ones later. Thankfully, deciding which platform to use is the easy bit – just take a look at where your customers are. For example, if you are targeting small solicitors, you are unlikely to find them on Facebook, but you might find them on twitter or LinkedIn. If you’re looking to promote to cupcake makers, visual platforms like Pinterest and Instagram are the way to go. Spend some time looking at what networks your target audience is using, and then get yourself set up there.

social-media-sharing bookOptimise Your Profile

Once you’ve figured out where you need to be, you need to create a profile. While you’re doing this, bear in mind that your social media profiles all help Google figure out who you are, so optimisation is key. If you have a list of keywords you used on your website, try and use them in any text you write. Make sure your images are sized properly and tagged with those keywords (if the platform will let you). Have your website, other social links and address listed if you can. Any suggestions the individual social network makes in terms of profile setup should be followed, as this will help your account be found. Try to pick a handle or account name that matches your business name as closely as possible, and brand every inch of it. Being found is key on social media, so make it easy for people.

Find And Follow Influencers

When you’re first starting on social media it can be slow going to build up a following. A good way to start is by finding and following influencers in your field. I don’t mean following Stephen Fry because Twitter told you to. I mean finding people high up in your industry who share interesting, thought provoking things. Share and comment on their posts, get involved in conversations with others in the community and build up a network of people from each end of the spectrum, from influencers to other businesses like you. Being visible to an influencer can be a big boost, especially if you are providing interesting and relevant content. A single share from them could mean big business for you!

Use Scheduling Tools

I’m not going to lie, keeping up with social media can be a nightmare! If you’re not careful, you could spend all day sucked into the Twitterverse and not actually get any work done. To make this easier, try out some social media management and scheduling tools like Hootsuite, Buffer or IFTT to pre-schedule your regular posts, leaving you free to go about your work without worrying that your social media is dormant. You can then set aside certain times to be more ‘actively involved’ and achieve a great work-social balance.

Keep A Balance Between Following And Followers

An important thing when starting up with social media is keeping a good balance between followers and following. You should always try to keep those numbers as close as possible, for example having 100 followers and following 130 people. When someone looks at your profile, this sort of information is very visible, and if the level is out of whack this can make people think twice about following you. So if you’re following 200 people but only have 10 following you, it gives a bad impression. It will take some time, but it’s better to grow the network slowly instead of rushing and looking desperate.

The most important thing to remember about social media is that it’s not an overnight fix – it’s a slow process that takes time to build up and really get going. If you expect to have thousands of followers and be raking in the business by the end of week 1, you are going to be very disappointed. Instead make sure you take the time to set it up properly and treat it like a marathon, not a sprint. For more information or advice on how to share your content on social media, get in touch with us today!

Merry Christmas From Eleven Eight

Well, thus ends another year, and we at Eleven Eight are closing our doors for the festive season. On behalf of the whole team, thank you so much for sticking with us, reading our content based nonsense and making us as successful as are.We really couldn't have done...
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Why?

Why?

This blog is a bit more personal than my usual pieces of advice, so I want to start it properly. So, if you don’t know me, hi! My name is Charlotte and I’ve been a copywriter for nearly 8 years.

I didn’t set out to become a copywriter, quite the opposite. I wanted to be a children’s author. I love children – the excitement and wonder of their imaginations is contagious, and in some ways I think I still channel my own childlike wonder in my own life. I’ve found myself in one of those wonderful positions where I have no children of my own, yet am surrounded by them on a nearly constant basis. If it’s not my 2 young nephews then it’s my small horde of 24 Brownies, who I voluntarily look after for 2 hours every week. The good thing about this is that I can give them all back whenever I want (which is sometimes never). The downside is that a large group of these children will never age. They only stay with me from their 7th birthday to their 10th, and whenever one leaves another pops up to take their place. This means I am permanently surrounded by inquisitive, eager children who are desperate to learn everything about the world around them. Honestly, it’s why I love Girl Guiding.  But I digress, let’s get to the point.

Last week, one of the aforementioned children asked me what I do as a job.

‘I’m a copywriter.’ I said.

‘What’s that?’ she asked, a bit confused.

It means that I spend every day writing stories for people who run businesses.’

‘Oh…Why?’

Any parent reading this probably shuddered at that question. Thankfully at 8 years old, this young girl is past the dreaded ‘why’ stage, and instead was genuinely curious about why people need someone like me to write stories. And it made me realise, I get asked this question every single day. Not by children, but by business owners who are puzzled by what I do. So I wanted to address anyone who doesn’t know what a copywriter does, or why they need one.

What Does A Copywriter Do?

In the broadest sense of the word, copywriters are the people who handle the words of the business world. We help create taglines, direct mailers, annoying jingle lyrics, web page content, email newsletters and basically anything else that helps businesses advertise and promote themselves. But I prefer to think of it as writing brand stories. A good copywriter won’t just assemble a bunch of well-formed sentences into a piece for you. They will take the time to get to know your brand, and weave together a compelling story that encourages people to buy from you. Each and every piece of copy you put out there is another chapter of the story, that when connected with the others creates a narrative readers can understand and connect with. But it takes someone with the right skills and mindset to create that complex, engaging story, and that’s where a copywriter comes in.

Why Do You Need One?

Anyone can pick up a pencil or sit at a keyboard and type words. In that respect, everyone can write. But now everyone can take those words and put them in exactly the right places, with the right tones and partners to create a specific effect – that’s when you become a writer. If you want to make sure your prospects and clients are receiving the right message about your business, you need a copywriter. If you want them to understand your business and services on a deeper level, to feel confident that you are the right choice and trust that you know what you’re doing, you need a copywriter. Hell, if you want to come across as professional you need a copywriter! Copywriters are a critical part of business marketing and can make your investment give a much bigger return, purely because you’re sending out the right message. When all of the big, successful companies out there have copywriters on staff, you should too.

27,000,000 pieces of content are shared online every single day, and the only way to get yours to stand out is by being well crafted, different and unique. A good copywriter can help you understand what makes your business so special, and bring it out in ways you couldn’t even dream of. So, if you’re looking for someone to tell your brand story and make you stand out, find yourself a really good copywriter and don’t let them go. Don’t know any? Well, I’m sure I can help you!

Merry Christmas From Eleven Eight

Well, thus ends another year, and we at Eleven Eight are closing our doors for the festive season. On behalf of the whole team, thank you so much for sticking with us, reading our content based nonsense and making us as successful as are.We really couldn't have done...
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Copy Mistakes You Don’t Know You’re Making

Copy Mistakes You Don’t Know You’re Making

Before we start, let’s clear up one simple misconception – copywriting is hard. Anyone can pick up a pen or type on a keyboard and produce words, but that doesn’t make them a copywriter. A copywriter knows how to choose the right words, put them in the right places and use them to evoke emotions in their readers, inspiring them to take action and do what the client wants. Unfortunately, a lot of people out there believe that copywriters are underrated, saying they can write their own web copy and it will be just as good (plus they wouldn’t have to pay for it!). Now I’m not trying to talk myself out of a job here, odds are if you want to save money by doing your own copy then I can’t change your mind, but what I can do is offer you some advice. There is a myriad of advice out there about writing web copy, and not all of it is good. This post isn’t going to tell you how to write web copy, but instead warn away from some of the most basic pitfalls of web copy and help you make the most of your page space.

Focus On Customers, Not Keywords

A lot of SEO gurus out there will tell you to focus on keywords in order to get your page rankings up. While you do need keywords, it can be really easy to get carried away with them and go overboard. When you start to focus more on your keywords than how your copy will read for customers, you’re in dangerous territory. Your web copy should first and foremost be written to give people the information they need, answer frequently asked questions and inspire people to take action and contact you. All other elements like keywords and link generating should come second. While you do need to think about your key words and phrases, if you start writing copy purely designed for search engines, your website will never perform.

Don’t Forget Who Your Website Is For 

This is one of the most common mistakes we see in web copy. You sit and write some (in your opinion) brilliant copy that says everything about what you’re doing and what you want. So you sit and wait for the sales to come rolling in. But they don’t. That’s because you’ve forgotten a fundamental rule of web copy – it’s not for you. It’s for your customers, prospects and clients. Instead of writing about yourself, your activities and your needs automatically, instead try to tailor your web copy t what your clients need. Answer their questions, tell them what the advantages are for them when choosing to work with you. Always keep the needs of your audience in mind and create content that meets those needs.

Page 1 Is Only Half The Battle

When writing web copy or talking about SEO, the goal is almost always ‘get to page 1 of Google’. That’s great, and there is nothing wrong with having that as a goal. But what happens then? You are on the first page of Google, getting decent, organic traffic to your site, but where are all of those sales? Probably with the person whose site is on page 2. That’s because they have thought about not only how to rank highly in Google, but also how to convert visitors into sales. It’s important to remember that occupying the top space in Google doesn’t automatically mean you will get business. Your website needs to provide real content and useful information to visitors and clear call to action, otherwise, all of that traffic will go elsewhere and all of that effort to get to #1 will be wasted.

Avoid Being ‘Action Heavy’ 

We have been talking a fair bit about calls to action (mainly that you need to have one), but we haven’t talked much about how to implement them. This is a finer detail of web copy, but ultimately has a huge effect on your readers. A lot of people tend to use ‘action words’ or ‘power verbs’ in order to convince prospects to buy, asking or telling them to do something specific. While it is good to be clear, you shouldn’t be putting all of your focus into the action, as this has been proven to hurt conversion rates. Instead, customers are more likely to act when they are assured of the value they’re going to get as a result of taking that action. For example, ‘Get instant access now’ saw a 103% increase in conversions over ‘take a free trial’ in once survey, with ‘Get your X now’ improving conversion 69% over ‘sign up now’. Getting this small detail right in your call to action could give you dramatic results with very little effort.

Ultimately writing web copy is something that takes a lot of practice, time and most importantly trial and error. The advantage of using a professional web copy writing service (like ours for example) is that they have done all of the hard work for you, but that doesn’t exclude you from trying your hand at it. The most important thing to remember is to keep your customer at the front of your mind at all times. If you can think like them and understand how they would interact with your website, then you have a good chance of getting it right. If you want to chat about web copy or just want a few tips, our in-house experts can help you out.

Merry Christmas From Eleven Eight

Well, thus ends another year, and we at Eleven Eight are closing our doors for the festive season. On behalf of the whole team, thank you so much for sticking with us, reading our content based nonsense and making us as successful as are.We really couldn't have done...
Read More

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If you’ve ever hung around with me and talked about content, you probably know by now that one of the key reasons many business owners invest in it is to rank highly on Google. While many do genuinely see the benefits outside of the SEO world, there are some...
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It occurred to me the other day (well, was pointed out really) that a lot of people don’t know what I do all day. They know I write stuff, but it can be difficult for a lot of people to imagine that taking up an entire day. And rather than telling you vaguely that I...
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4 Marketing Myths We All Need To Stop Believing

4 Marketing Myths We All Need To Stop Believing

The great wide world of marketing is something that many people know something out, but it’s very rare to find someone who knows everything. In fact, I’d go so far as to say it’s impossible. Marketing is a huge field with a lot of opinions and ideas, some of which work and some don’t. you can follow the best advice out there but it might not work, or follow none of it and see great results. What amazes us is that there is still a large portion of people who believe and perpetuate some ideas about marketing that have been proven to be completely false. These can at best leave customers with unrealistic expectations and at worse cause some serious harm to their business. So naturally, we wanted to bust some of them for good and sort the fact from fiction.

Content Creation Is The Same As Inbound Marketing

This is by definition untrue. Content creation is the act of conceptualising and creating content (fairly self-explanatory), whereas inbound marketing encompasses all marketing activities that bring visitors in, as opposed to having to go out and get prospects attention (outbound marketing). Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content. Obviously creating content is a very important part of this and will help to give your customers the information they want and establish you as an expert, but just creating more content alone won’t bring you results. It needs to be combined with your web design, SEO efforts, your social media presence and interaction, email marketing, marketing automation and conversion process in order to be effective. Content is really only 1 part of the puzzle.

‘I Just Need A Website And I will Get Customers’

Yes, having a website is really important and it’s a vital first step, but that alone won’t get you customers. Let’s get rid of this ‘build it and they will come mentality once and for all. It only worked in Field of Dreams anyway. Nothing in marketing works in isolation, instead relying on complementary efforts to produce results. If you simply build a website and leave it there, you won’t see any results –we’d be willing to put money on it. You have to put yourself out there and promote for people to notice you above the throng of thousands of other businesses competing for your prospects attention.  If you are not using other marketing and advertising tools to put yourself in front of them, it is impossible for you to be found and generate sales. Unfortunately, it’s no longer good enough to simply have a pretty website, you’ve got to know how to use it too.

If I’m Doing Something, It’s Better Than Nothing

This ideology is nothing short of insane. Marketing costs money, so if you’re just doing something because it fulfils the mandate for ‘doing marketing’, you are literally just throwing money away. Before you start saying yes to the first thing that comes along you should be doing research to figure out which marketing efforts will bring you the highest ROI. You need to define and hone your message and brand identity, dedicate time and money to making sure your message is getting to the right people and the resources to monitor, evaluate and change the direction of your marketing to make it successful. If you aren’t able to do that then marketing is just a way to camouflage throwing good money out of the window.

Marketing And Advertising Are The Same Thing, Right?

WRONG! It’s amazing how often we still hear the terms marketing and advertising being used interchangeably as if they were the same thing. Let’s clear this up. Advertising means buying time or space to relay a message. Like buying a billboard on the side of the road or a prime time TV slot to run your advert. It is a part of something bigger. Marketing, on the other hand, is the act of moving a product from concept to customer delivery and drawing in those customers. This encompasses the ideas of your company, your brand, how you communicate, the design, processes, measuring of effectiveness and market research. In short, marketing is a bloated giant of a concept, while advertising is relatively straightforward and small part of it. Marketing activities can include blogs, email newsletters, customer research, cold calling, search engine marketing and so much more. For small and medium sized businesses, advertising is actually the worst performing form of marketing, because advertising is a mass market tool, whereas most small and medium sized businesses are aiming for a niche market. So instead, they employ wider marketing tactics to gain new customers and raise awareness.

Marketing is a never ending task for every business out there, not least because there are so many options to try and avenues to go down. That’s why it’s important to take a measured view of your activities and understand how everything works and what it could do to your business. Hopefully shedding some light on these common marketing myths have helped to shape your ideas moving forward and will make your next marketing effort all the more successful. For more information on marketing myths and the truths behind them, or just to talk to us about your marketing strategy, get in touch today for your free consultation.

Merry Christmas From Eleven Eight

Well, thus ends another year, and we at Eleven Eight are closing our doors for the festive season. On behalf of the whole team, thank you so much for sticking with us, reading our content based nonsense and making us as successful as are.We really couldn't have done...
Read More

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If you’ve ever hung around with me and talked about content, you probably know by now that one of the key reasons many business owners invest in it is to rank highly on Google. While many do genuinely see the benefits outside of the SEO world, there are some...
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It occurred to me the other day (well, was pointed out really) that a lot of people don’t know what I do all day. They know I write stuff, but it can be difficult for a lot of people to imagine that taking up an entire day. And rather than telling you vaguely that I...
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Is Your Newsletter Performing For You?

Is Your Newsletter Performing For You?

How many of you get email newsletters arrive in your inbox every day? And how many of you actually read all of them? I’m willing to bet the virtual show of hands for that last question was pretty low, and it’s not surprising. Not many people do. That’s because we have trained ourselves to spot when we are being sold to and ignore it. We either delete the email without reading it or we simply hit the ‘unsubscribe’ button. We have all become email savvy enough to recognise a waste of our time, and so it’s even more of a challenge for businesses to get their newsletters through those invisible barriers and actually read. It’s a large part of why newsletters have actually fallen out of fashion for a lot of business, who prefer to engage in more direct sales tactics to get results. But content marketing is all about the long game, and our approach to newsletters has had to change to keep up with current opinions. So what do people want from a newsletter now?

What’s The Point Of A Newsletter? 

Many businesses will assume they need a newsletter, but not actually consider the point of one. They might think ‘it helps us communicate with customers’, but in reality, it’s much broader than that. The purpose of an email newsletter is to provide readers with relevant information that will accomplish the following goals:

  • Cause subscribers to think of, be aware of and build a relationship with your brand.
  • Create continued exposure of your brand and products in a customer’s mind for the time when they are ready to purchase.
  • Drive page views to your website.
  • Create awareness of your company, product or brand through emails full of useful information.
  • Generate sales through product features and advertised specials.

Notice how out of those 5 points, only 1 of those is ‘generate sales’?  A good newsletter is more about brand awareness and relationship building than generating physical sales, although that is a nice bonus! We find clients who want to judge the effectiveness of their newsletter by how many sales they make right after each send out tend to be disappointed because getting sales from email newsletters has become an incredibly difficult and rare thing. Instead, customers who understand that newsletters are about branding and awareness tend to see better results and better read rates. They will see more conversations started with prospects over the content of their newsletter, which can lead on to you selling your services to someone who already has an interest and a relationship with your brand. Ultimately, informative newsletters might not give you the higher quantity of leads, but they will deliver high quality, engaged leads with more likelihood of successful conversion.

What Makes An Effective Newsletter? 

Now we could talk all day about the ins and outs of creating the perfect email newsletter, but firstly we don’t want to ramble on too long, and secondly, every industry is different. We are able to give you some guiding principles for creating an effective, informative newsletter that will apply to different businesses in different ways, rather than specific do’s and don’ts. These are our top 5 tips to get a head start with your newsletter.

  1. Lady sitting on a pile of books readingDo Your Research 

    This is the stage a lot of people forget. Go and look at newsletter from others in your industry. Are there successful newsletters there that people subscribe to? What’s in them? What are they talking about and how are they conveying their message? How often are they being sent? Can you access them offline afterwards? All of these things will help you to understand the best approach for your newsletters. There is absolutely nothing wrong with identifying something that works well for the competition and trying it out yourself, in fact, the whole marketing industry is built on that idea.

  2. Branding 

    Services like MailChimp make it very easy for you to customise and brand your newsletters, so you should take advantage of them. Instead of sending out plain text emails (which historically perform abysmally), take some time to create your own brand identity for your newsletter. Design a template that you will use with each send out so there is consistent branding there for people to identify and remember you by. If you aren’t confident doing it yourself, get someone to train you or to do it for you.

  3. Figure Out The Purpose 

    A lot of newsletters fail because they are trying to do too much at once. Product news is right next to the latest PR story. Blog posts are crammed in next to your upcoming events. It’s a bit of a mess. Your emails should have one common thread to hold everything together. If you have a lot to cover, then maybe having a few send outs that focus on one vertical each for different audiences might be more effective. But before you start, make sure you know what the purpose of your send outs will be. If your answer is ‘everything in my business’, think again.

  4. Balance

    Chances are your readers don’t want to hear about your products 100% of the time, and it’s very difficult to get an overly salesey newsletter to be successful. So instead try and balance your newsletter with 90% educational content and only 10% promotional. So you can structure the text to be informational, linking to blogs you’ve written or giving away some free advice. You could then have a box featuring that month’s special offer on the side or at the bottom. For example, if you love shoes you might want to opt in to a newsletter from a company you know who sells your favourite brand. If they send you 2-3 emails a week telling you to buy, you will probably start deleting the emails or unsubscribe, right? But if they told you about the latest styles and how to pair certain styles with certain outfits, would you be more likely to stick with it and potentially even buy?

  5. Test And Tweak

    Variety is the spice of life, so you should be keeping your newsletter approach fresh. Try new things often. Experiment with different approaches to titles, layouts and images. If you want to measure the effectiveness of one change against your normal send outs, try sending a split campaign – Half of your list will receive the original email and the other half will get the one with the change. It’s a great way to see if your new ideas will work in practice.

Ultimately the success of your email newsletter relies on a lot of different factors. The relevance of your lists, the strength of your design and branding and the quality of your content are just some of the bigger issues you need to address. The most important thing in our opinion is to keep that balance of 90-10 right so that you don’t overwhelm or turn off your readers. For more tips and advice about writing effective newsletters, follow us on Twitter or drop round for a cup of tea and some home-made biscuits anytime.

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