Let’s get real: if you’ve worked with me before or ever read my blog, you know I think a monthly newsletter is a great way to stay in touch with your “fans,” the people who love your work and support you.
Been there, done that, right?
But I still get lots of newsletters every week with subject lines like “Jane Actor’s Updates” or dry lists of resume fillers. Your fans want to hear from YOU, not an autobot with audition stats. And it’s that vulnerability that keeps you connected and on their radar.
So here are my three golden rules for email newsletters to help keep your marketing interesting and welcome in your fan’s inbox.
Take A Look At Your Subject Line
Do your subject lines entice readers to open the newsletter? I’m guessing they could use a little sprucing up.
Statistically, newsletters are much more likely to be opened if the recipient’s name is in the subject line. Make it punchy. For instance, instead of a subject that reads, “I have exciting news,” try, “Hey Dallas, open up! I have exciting news.”
Just recently, I received an e-mail from The Workshop Guru with the subject line “Need some Tuesday inspiration, Dallas?” and I opened it right up.
Most email marketing software offers a function that will include the first name in the subject line of the email. It may take a moment to learn how it works, but it is well worth the effort.
Find a creative way to give value back to your readers. What would they love to hear about or learn that has nothing to do with your acting career?
For example, one of my clients includes a “photo of the month.” She loves National Geographic Magazine, so she’ll always have an image that she finds really striking.
You could include a funny video you found on YouTube, an inspiring article you read, or your new favorite recipe. Whatever it is, choose something that is fun for you that your readers can look forward to opening up.
Add a Personal Touch
It’s a good idea to create a habit of reaching out personally to every person on your list once or twice a year. This can be an easy and fun way to reconnect with the individuals you haven’t personally interacted with in a while. Plus, it reminds people why they wanted to receive updates from you in the first place and may prevent them from automatically clicking “delete” when your newsletter comes through.
Send this email from your personal account, not your email marketing system, and make the message individual. Maybe you can ask them if their dog, Sparky, likes the cooler weather, or if they have any fun plans for the long weekend.
Whatever you write, make sure it’s specific to that person and not a career update.
Keep in mind that in the Internet marketing world a good open rate for newsletters is 22%. So if 22% or more of your list is opening your monthly email, you can consider your newsletter a smashing success.
Over time, people will naturally filter themselves out and that’s completely out of your control. Remember, it’s not about the size of your list, it’s about the quality of your relationships with the people on the list.
Have you found any ways to keep your marketing fun and engaging? Share your tips in the comments below.