An Expo: The Act of Newsletter-ing
Earlier this year, I was posed to release a book on my birthday in July. I had it cancelled because I figured that I have so much more to add and I need to do more research on some topic and trends. I don't want to release a book in July and by September, most of the info their are already outdated looking at the ever and fast changing trends of the digital world. I want the book to be all encompassing even though I do not seek to have 100 pages in total. I want some re-read value attached to it. I want you to be able to read it, experiment with the knowledge there, get results, go back and re-read again and even recommend it. Therefore I want it trimmed for quality purpose and the quantity can go to heaven's opposite.
And as we draw near to its final release, I want to share a one off from the first chapter that dissects Email Marketing for independent filmmakers. I want to share with you, as written in the book, word for word:
The Act of Newsletter-ing
I'm subscribed to so many newsletters but I only get to open few in a week and very very few subsequently and frequently. This is because, I get tired after 2-3 times of reading boring and salesy newsletters. If you're trying to sell me consistently, or you talk about the things that do not excite me as much as what brought me to subscribing in the first place, I have the tendency to stop opening your emails. And this is true for many, you inclusive I suppose.
When you look at it from this perspective, you'd understand that in as much as you have been able to bring many of your audience to a place where you no longer have to compete with the algorithm, you now have a more serious job to do here; and that is sustaining and increasing the opening rate of the mails you'd sending.
Your newsletters have to be catchy, sensational if need be (just don't bait your audience), interesting enough and engagement-supportive. Your newsletter should be able to spike interactions from your readers and audience. Let them read and want to take actions, respond or engage with it. Your newsletter has got to have some open-again value. What this simply means is the value attached to your newsletter that would make your audience to always look forward to opening the mails you send them.
Building Your Newsletter's Open-Again Value
To be able to sustain and increase your audience engagement after you have carted them away from the dictating algorithm, here are some of the things you'd need to focus and build priority around. The list is inexhaustible but see these as pointers to what and how you should create your newsletters.
Headlining
The first I get to read before opening any email is what the headline is saying. 80% of the time I've opened most emails at the first glance is due to what the headline is saying. Remember, I have so many emails coming in every single day. My priorities for opening such emails range from first, the credibility of the sender—if I'm used to the author, I've known them for a while and I've enjoyed their content. I open them first—and then peruse through my inboxes to see any subject of interest to read. At this moment, what would capture my attention is strictly what the headline is saying.
This is where you apply sensationalism. Don't bait your audience with a headline that has nothing to do with the content you're giving them. You know how you lose trust in most of these blogs when they write something like:
"Why Olamide Walked Out on Phyno"
Only for you to click and read that Olamide was rehearsing a concert entrance with Phyno.
Most of the time, you mark that blog with the aim never to click their link again. Exactly how it works here. Don't bait your audience to read your content except your content is fire and you only need a smoke to bring them to where the fire is burning.
Sensationalism on the other hand helps you to create urgency, news-worthy or some form of persuasiveness for your audience. For instance, the headline of a newsletter of yours could read:
"BREAKING: TOKE MAKINWA SETS TO GO HEAD ON HEAD WITH EBUKA IN THIS OUR NEW CHARACTER PODCAST!"
Now, the antecedent of this headline is such that both Toke Makinwa and Ebuka were characters in your ongoing web series or just concluded web series. And these two characters have been identified to be your audiences' favourites.
When you compare the open rate of this kind of mails with others, you'd be surprised at your findings. Sensationalism sells more and faster where an interest has already been established. Learn to use it more.
THE BEST NEWS HERE IS THAT THIS BOOK IS GOING TO BE FREE! FREE FOR YOU AND ALL YOUR CONTENT CREATOR FRIENDS IN THE FILMMAKING INDUSTRY.
If you have been enjoying my newsletter, why don't you share the link with your filmmaker friends and colleague. Like I use to say, this is the best you'd gift them after an ARRI Camera.
Until Next Week and;
To Your Blockbuster—
Daniel Olas