Have you ever seen a Facebook ad or piece of content that just wowed you? It spoke directly to your need or problem point, and you had to have the thing, whatever the thing was.
That’s good copywriting. Good copy keeps us reading. Good copy holds our interest. Good copy fuels emotion, inspires us, motivates us…
Today, I’m delighted to invite you inside the mind of my brilliant copywriter friend, Raz Wahid of Relentless Movement. Raz and I were introduced about a year ago by a mutual friend and spend quite a bit of time getting to know one another in a mastermind group.
Raz takes us behind the scenes of her email process in this month’s #How She Emails, including how she treats her subscribers, why she sends two weekly newsletters (and how they’re different), and tips for writing better subject lines for your own emails!
Let’s dive in…
1. Tell us about your blog, and how long you have used email to communicate with your readers.
The blog, with its different iterations has been around for the best part of 3 years. I’ve seriously been blogging and emailing for 18 months now.
In that time, I’ve sent a weekly email (every Monday) come rain or shine. Even if it’s a one-paragraph-long to say ‘hi’ to my subscribers … the Monday email has been sent weekly. I feel rather proud of that !
2. You send out 2 newsletters per week, on Mondays & Fridays, correct? Your Friday newsletter is called “Friday Rap Sessions”. How did you determine this frequency, and is there a major difference between the two newsletters?
The two newsletters couldn’t be more different!
On Mondays I send an email that’s purely focused on copywriting or business. This could be anything from writing with personality, ready-to-use copy templates, or analyzing sales copy for what we can learn from it.
The Friday Rap Session is more about mindset. About five months ago, I realized that I write a lot about emotions in copy, but I don’t reveal many of mine in my writing. So in a quest to get closer to my subscribers, and share more of myself, I created The Friday Rap Session email.
In it, I talk about anything significant that happened that week that I want to share with my subscribers. I’ve gone into topics like being published on major websites and how it isn’t all glamour and website traffic, to the loneliness of being a sole business owner, to how the transition from corporate to entrepreneurial life has impacted me.
It can get very personal!
Not surprisingly, The Friday Rap Session open rates are higher, and get more responses, than the Monday copywriting email. I’ve found that subscribers are open with their feelings towards business and life through the Friday emails too, which tells me they trust me ← all the warm fuzzys!
That may be because the Monday email’s accompanied by a video in my Facebook group where most of the subscribers go to share their thoughts.
Once a week works well for each of those newsletters as they’re easy to manage for me, and don’t overwhelm anyone subscribed.
3. How much time do you spend putting your newsletter content together, and how does this compare to the time spent on your blog content?
Typically, they take between 40-50 minutes, from when I sit down to write to when the newsletters are formatted and scheduled to be sent.
It used to take me a lot longer, but I’ve honed it over the months.
Some blog content takes longer if I’m formatting images, or researching online.
Typically, when I post on the blog, I share it on email, too. I’m not focused on getting traffic to my blog. For me, it’s all about my subscribers, so I ensure the majority of my content is sent to them privately.
4. You’re a big call-to-action girl, meaning every email ends with an actionable step and/or question. How does this help with engagement?
Massively. I’m one of those freaks who loves email! Well, ‘loves’ is taking it a bit far, but emails aren’t something I’m overwhelmed by.
So at the end of each email, I include a CTA that’s a question related to the newsletter content. It invites the reader to open up about their thoughts, which I’m always interested in.
I’ve had quite a few subscribers become clients through email, so this personal touch, and the request to reach out and start a conversation, is paramount for my business.
But more than that (and more importantly), I love getting to know people better. A CTA at the end of the email‘s one way to do this.
5. Alright, time to pick that copywriter brain of yours! What tips can you offer bloggers to help us improve our subject lines & newsletter content?
I could go on forever about this topic … but we don’t have forever, so …!
I wrote a blog post about crafting subject lines and the psychology behind them. In a nutshell, people open emails either because they know you, or they’re curious to find out more from the subject line. The blog post covers those angles.
For newsletter content, my best advice is to keep it conversational.
Literally write it as if you’re writing to a friend. This means don’t be afraid to write what you want, not what will please your audience the most.
People are starving for good reading material, which means material that’s packed with personality. If you’re pissed off at something, write about it. if your dog was a big part of your week, weave it into your content.
We’re all so focused on teaching that we forget that we’re human beings too. Bring human back into email content by getting personal!
6. Final thoughts: What advice would you give to someone on the fence about starting a newsletter for their blog?
Newsletters aren’t for everyone, so I’ve two questions:
What objectives do you have for your blog that a newsletter can help you achieve?
How do you prefer to communicate with your readers?
If you want more traffic to your blog, then a newsletter won’t always help with that. It can help some, but not massively, unless you send a newsletter to direct readers to your blog.
Some people prefer the privacy of emails, and others don’t. If you do, then a newsletter will help with privacy. It also means your readers will open up to you more than they would in the comments under blog posts.
And finally, I’m a huge advocate of experimenting. Give a newsletter a go and see how you feel writing it for a few weeks. Practicing is the best way to decide if it’s for you.
I love it! Raz is amazing at what she does and her emails truly are some of my favorite to read. She lives “across the pond” so we’re not able to chat as often as I’d like, but getting her weekly newsletters makes me feel like we’re connecting, and I’m learning so much from her!
- Don’t be afraid to get personal in your emails, even if your a business blogger.
- Your email subscribers should be treated like the VIPs that they are.
- Keep your newsletter content conversational.
- Include calls to action, like questions that help you get to know your subscribers.
- Experiment, experiment, experiment!
CONNECT WITH RAZ:
Raz has been helping large & small companies as an expert business consultant since 2007. She blogs at Relentless Movement where she shares valuable advice and tips for improving your own copywriting and connecting with your ideal customer. She also offers copywriting services to put bold words to your ideas. Connect with Raz on Twitter & Instagram.
Subscribe to Raz’s newsletter HERE.
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