如何以及為何將精英時事通訊添加到您的博客中

文章撰寫者:
  • 入站營銷
  • 更新:Dec 11,2016

You've been running your blog for a while and you've had the chance to talk to your readers, and especially your most supportive fans.

雖然您的新博客內容可能足以滿足偶爾甚至常規訪問者的需求,但忠實的讀者總是會關注您的更多信息,因為他們真的相信您是您的利基中的權威,他們也會關心您。

在這些忠實的讀者和支持的粉絲中,你與他們的關係越來越密切,因為:

  • 您可以在博客推出之前了解它們
  • 他們幫助發布了
  • 他們以多種方式為您的博客做出了貢獻,從頭腦風暴到客座寫作
  • 他們為您提供情感和/或財務支持,讓您在最需要的時候繼續使用博客

或者因為您可能想要創建

  • A small elite of ‘disciples' that you can help grow in your niche
  • 您想要使用特殊內容處理的長期客戶或合作夥伴的小精英
  • 一個專注於少數參與者的策劃小組
  • 有限座位的電子郵件課程
  • 一組測試版讀者,審核您未發表的作品

Reasons might be a thousand and more, but what is certain is that these readers are not like regular readers, and not even like regular subscribers — they're more like your team, or your family.

That's when creating an elite or premium newsletter is a good idea.

什麼是精英時事通訊?

精英時事通訊

簡而言之,精英或高級時事通訊是一份特別的時事通訊 - 或者是您標準時事通訊的一部分 - 專門為所有為您的博客,您和/或您的博客帶來特殊貢獻的讀者,粉絲和支持者的需求和興趣而創建。增長您的服務。

For its very nature, an elite newsletter is generally private and invitation-only, so not publicly advertised — this keeps people who didn't make a special contribution from subscribing to it. There might be exceptions to this, but the general rule of thumb is that an elite newsletter is also private and hidden, only known to its members, like a secret club.

媒體成功 Digital Quarters的簡報僅限受邀者使用 由於以下原因:

為了保持坦誠的語氣和親密的討論, 媒體成功 對於那些最有價值觀點的人來說,它仍然是一個僅限受邀者的通訊。 如果您有興趣收到它,請要求當前訂閱者提名您或親自與我聯繫以供考慮。

Secrecy also helps avoid ‘jealousy' from regular readers and subscribers, who might feel left out even though you will have your legitimate reasons to do so.

它與標準時事通訊的不同之處

一個標準 通訊 is your regular newsletter, extra content available to subscribers of a blog or website in a niche or industry. When you start a newsletter (standard), you aim it at a subset of your audience who is more loyal and interested in what you have to offer than other readers who visit once in a while or visit often but don't want to get ‘attached'.

例如,假設您在育兒方面運行博客。 除了常規博客內容之外,您還需要通過簡報來對待最忠實的讀者,在這裡您可以分享額外的提示,建議和資源。 這將是您的標準時事通訊。

現在,有十幾個這樣的訂閱者幫助你找到了稀有資源,採訪了更多的父母,並將你與大品牌聯繫在一起 - 你可能想要創建一個特殊的時事通訊(與你的常規新聞分開)人和朋友,讓他們訪問特殊或早期的鳥類內容,回答他們更緊迫的問題,並組織聚會。

這將是您的精英時事通訊。

為何創建精英時事通訊?

人際關係和通訊
精英訂閱者是您與之建立更緊密關係的用戶

You might feel skeptical as to why you should give creating an elite newsletter some serious thought — and indeed it might not fit your case, but you can't know until you analyze your situation.

1。 你重視你的關係

你可能想給你的特別粉絲,你已經建立了一些你知道他們需要的獨特內容的關係,並且比普通訂閱者更加欣賞。

山姆威廉姆森 鴿子胸部問題 分享他開始精英時事通訊的原因,以及它如何評價他已經與一些讀者建立的長期關係:

I'm a blogger and I started building an email list last year, but I've had a contact form on my homepage since I first launched. I've had lots of my readers contact me over the years and I've developed a relationship with most of them, even going as far as talking to them about their deformity on Skype. So when it came time to build an email list, it felt wrong to include the readers who I've been speaking to for years with everyone else. I decided to create a separate email list for my loyal readers, which includes birthday emails and very few promotional emails. I'll also send out emails asking them for honest feedback if I have a new idea for the blog. Meanwhile, the rest of my readers get a few more promotional emails and less content asking for feedback. I find that this approach helps my loyal readers feel valued and contributes to the running of my blog, while still providing valuable information to my other readers.

Special content you share with your elite will be up to you and their needs, but in general you might opt for updates on content that you no longer publish or have never published before, or even alpha or beta content that you want their feedback on as they understand you better than those who don't know you well. You know you want them to have the best content you create for your blogging project.

My experience running a separate, private newsletter involved touching base with long-time fans and supporters of one of my fiction projects, Robocity World — these were all fans who stuck with me during a long and painful overhaul and didn't run away when I had to ‘reboot' part of the storyline. The newsletter I created was specific for them, as they knew how my website and its content appeared for a whole decade before the switch, and the content aimed at this small group does indeed connect with the old retired storyline, that new readers wouldn't even understand since they were not there back then.

2。 你想分割你的觀眾

在創建精英時事通訊的原因中,根據其獨特需求區分不同的受眾群體是一個重要的原因。 事實上,這是廣泛利基行業的常見做法,例如高爾夫。

Daniel Skaritka,市場協調員 ENECON,解釋說:

List segmentation is important in order to promote specific products/services to relevant subscribers. ENECON is a manufacturing company of repair and maintenance products that solve a multitude of problems. Since we market over 30 different types of products to a wide range of end users, our lists are segmented by specific industry in order to target relevant products to their appropriate industry. We're not going to send a newsletter on naval ship repair to facility managers. Whenever we upload new contacts to our email system, we will segment them into six different categories. Email contacts that we get from our general inbox or if a contact does not have an industry category listed, we will place them in a general email list. We recently sent out a special newsletter to our general email list offering a free lunch and a giveaway if they sat down with a representative for a product presentation. We received a high amount of opens from the email and scheduled a multitude of new presentations for our sales team. Email marketing and list segmentation are powerful tools for companies that can generate new business.

3。 你想通過Niche Hurdles引導一小群嚴肅的讀者

有時候你的利基中的其他博客會傳播不完全正確的信息,當你盡力通過你的博客內容向讀者提供指導時,你可能仍然需要親自指導一些選擇的人才能在你的利基中取得成功。

An example is Michael Martinez's weekly 高級時事通訊 for SEOs and marketers — you pay $32/month to stay subscribed to this newsletter and in exchange you get content that you're unlikely to get elsewhere. (WHSR's Jerry Low used to be a subscriber.)

4. It's A Private and Safe Haven

Unlike regular subscribers and fans from social media channels, who seem to appreciate public mentions, in my experience running the Robocity World ML/newsletter, some of the most loyal fans and subscribers didn't show an interest in being featured on my blog or on my channels.

The secrecy of an elite newsletter helped achieve this. In fact, if there was any exposure at all, it happened through a username, while their real name and email or web address remained private. I had contacts requesting that their name or email not be displayed and their privacy kept safe, and some didn't join the private forum I set up to complement the newsletter, as they meant to communicate more with me than with others. Others preferred to join a one-to-one newsletter instead of the initial mailing list for this reason.

我對隱私問題的清單做了幾個承諾,我很感激並且努力維護。 見下文:

我的精英ML /通訊指南(隱私)
我的精英ML /通訊指南和解決隱私問題

5。 電子郵件提供親密關係

實際上,對於我的大多數精英訂閱者來說,電子郵件比論壇更好,因為承諾通信保密和親密,因此訂閱者也可以在不讓其他人閱讀的情況下表達他們的關注。

對於所有類型的訂戶來說,這都是正確的,但是當普通訂戶總是更多地關註消費我的僅訂戶內容時,精英訂戶更加風度翩翩並且參與通信,尤其是在其深度上。

Nicole Bermack,編輯 Edwardsturm.com,分享一個簡單的黑客,以保持與列表成員的關係活著:

Our in email call-to-action CTR has risen over 175% from doing this very simple thing. Have your newsletter provider detect the name of the individual you're e-mailing and use that name at the beginning of the e-mail. “Hello Nicole!” is a lot friendlier than “Hello, person who may have subscribed to my list”. This is a surefire way to raise CTR (click-through-rate) and make subscribers feel loved.

如果你創建一個精英時事通訊,並希望你的特殊訂閱者保持活躍和溝通,你真的希望在電子郵件中盡可能的風格,並給他們一個向你敞開心扉的理由。

6。 你想建立一個社區

精英訂閱者熱衷於成為一個特殊的小團隊的一員,我的主要關注點。 雖然溝通主要是與我一對一 - 而且大多數人更喜歡這種格式 - 其中一些粉絲也表示有興趣通過私人論壇相互了解。 見下文:

這個論壇補充了我的精英ML /時事通訊
這個論壇補充了我的精英ML /時事通訊

My newsletter has a hybrid “mailing list + newsletter” setup and it's complemented with the private forums. I used GMANE for a mailing list software, that came for free with my cPanel solution. All members who participated felt involved in the community, much more in the list than on the forums, actually.

以下是一些ML /簡報對話的屏幕截圖:

精英毫升活性

7。 閱讀/開放比率和回應率可能更高

Elite subscribers were always eager to receive the next piece of content. I got responses to my emails and I know from other conversations that people read my emails even when they didn't reply.

They are strongly interested in my emails because this was all content I don't advertise and don't share with the public. In addition to that, I allow my elite subscribers to influence my content to an extent with their feedback, and they often act as beta readers (if they are willing to do so), so they often feel eager to get involved with the new content.

您可以從上面的列表截圖中了解這些動態。

5。 獲取對時事通訊內容的建設性反饋

由於精英訂閱者對我的小說的持續成功非常感興趣,他們總是渴望在我的問題上留下建設性的反饋並回答我的問題。

這些粉絲從第一天就開始相信我的內容,這一點在整個過程中產生了不同,特別是在這方面 質量 他們的反饋。 當您從訂閱者那裡得到這種支持時,您的內容質量也會飆升 - 您知道這些粉絲會相信您,因此您在進行更改時會考慮他們的反饋。 我知道它對我有用。

如果您確實創建了一個精英列表,請確保您的訂閱者有其他渠道留下反饋 - 僅限會員的頻道更好,如秘密Facebook群組或受保護的Twitter帳戶,甚至像我與精英Robocity World一樣的私人論壇球迷。

為什麼運行特別通訊不是精英

If you scour forums and blogs enough, you'll find plenty of opinion against elitism. There are people who believe there shouldn't be a set of users that gets more special content than the others, regardless of merit.

However, creating an elite newsletter for long-time fans and subscribers with unique needs is not being elitist — it's being selective and proactive. Like when you have best friends — who know your secrets — and other friends — whom you love but they haven't earned your complete trust yet for you to share the depth of your heart.

You are giving people what they need — and some people will need (and deserve) more because they supported your project from day one, or because they have different needs that your regular newsletter doesn't fulfill.

如何製作精英時事通訊

如何創建精英時事通訊

基本上,這與創建常規時事通訊沒有什麼不同,但是您可能需要實施一些方法來節省時間,金錢和頭痛。

使用MailChimp:列表分段和組

MailChimp 提供 細分和組功能 免費和付費用戶。 正如他們所說的那樣,“細分和群組可以輕鬆地向他們發送他們關心的內容 - 而且只有他們關心的內容。”

您有兩種方法按組進行細分:

  1. 讓用戶註冊其首選組,以便準備好列表的不同子集
  2. 手動分段以創建子列表。

托比博伊斯 CG博伊斯房地產公司 喜歡第一種方法:

在列表中創建列表時,讓讀者決定要添加的列表。 我們最近分割了關於700的MailChimp列表,以添加更多的利基列表。 我們在主要時事通訊中添加了利基列表,然後從該列表中添加了每週一期的時事通訊,其中“想要閱讀更多這樣的內容”鏈接。

此外,內森威廉姆斯來自 瘋狂的眼睛營銷 建議基於行動的細分:

I recommend segmenting subscribers based on the actions they have/haven't taken. For example, link clicks, opens, and un-opens.

If someone clicks a particular link, we know they're at least semi-interested in the topic at hand and we can begin sending more content on that same topic and/or attempt to sell a product or service.

If someone opens an email, but doesn't click the link, maybe we didn't strike a chord with the individual. In this case, we could send another email with the same link, but change the content of the email, or we can move on to a different topic.

If someone doesn't open an email, we can send the same email the next day with a different subject line to try and get that person to open the email.

要手動分割MailChimp列表:

  1. 轉到您的清單
  2. 點擊“所有訂閱者”旁邊的“細分”下拉菜單,然後點擊“創建新細分”
  3. 您可以從許多訂戶數據或其他字段中選擇此細分。 在選擇了適合您案例的所有選項後,單擊“預覽段”按鈕(在下面的示例中,所有在6月1st,2016之後加入列表的訂戶)。
  4. 免費的MailChimp用戶可以選擇最多5條件,只使用基本的分段邏輯。

這裡有兩個屏幕截圖來指導您:

MailChimp分段 - 步驟1
MailChimp分段 - 步驟1
MailChimp分段 - 步驟2
MailChimp分段 - 步驟2

Sometimes, like in my experience, you may want to segment with criteria that are not included in MailChimp — for example, fans who have financially supported your website launch and you may want to differentiate them from your other Early Birds, for which you may use ‘Date Added' under Subscriber Data instead.

在這種情況下,您可能想要創建一個組而不是一個Segment,和 在新創建的精英群組下手動添加訂閱者。 實際上,MailChimp中Group功能的優勢在於可以節省列表管理費用。

娛樂公司的營銷團隊成員保持匿名,他告訴我:

從本質上講,如果您有多個列表,那麼擁有一個大型列表並確保使用組和段管理它更具成本效益。 原因是這樣,您每個電子郵件地址支付一次。 如果您有多個單獨的列表,但兩個列表上都有相同的人員,則需要支付兩次。

使用自託管解決方案

If your elite newsletter is going to comprise only a handful of contacts (less than100), you may opt for a self-hosted solution that wouldn't put you in trouble with your ISP.

例如,我忠誠的Robocity粉絲的特殊群體比50人少,而且由於我每個月發送的電子郵件不超過一兩封,因此我的主機上從未出現過與垃圾郵件觸發器相關的問題 - 事實上, 我第一次使用Thunderbird 在搬到之前 GMANE,從未觸發任何垃圾郵件過濾器,也沒有遇到我的互聯網提供商的麻煩。

這是一個簡單的設置:

  • 我在自託管解決方案中創建了一組聯繫人(我使用了GMANE和我的電子郵件客戶端),並為其分配了一個名稱。
  • 我寫了這封電子郵件並發送給了小組(如果使用我的電子郵件客戶端,我會選擇BBC,以便其他聯繫人隱藏給收件人,除非我們選擇了一些郵件列表樣式問題)。

我強烈建議你使用這種方法 唯一 如果你的名單真的很小,那麼小於一百個聯繫人保持安全。 否則,MailChimp是您最便宜的選擇 - 甚至可以免費使用2,000用戶 - 以及我目前最喜歡的解決方案。

確保您的精英時事通訊有效的提示

列表管理和培養關係是運行成功通訊的關鍵,無論是精英還是標準。 以下兩條建議將有助於讓讀者保持參與和快樂。

了解您的訂閱者

與您的訂閱者交談,經常調查和調查他們的反饋和偏好,詢問他們最想看到的內容,與他們一起製作他們真正感興趣的內容。

You don't have to do this via the newsletter only; you can use other platforms as well. My elite subscribers all came from my DeviantART推廣,除了ML /簡報本身和私人論壇之外,平台是我調查訂閱者的最佳位置。

If your elite list also exists so you can sell premium services and products, take a look at Lori Soard's 4示例信函將訂戶轉變為客戶 and tweak your messages so that your sales meet with your special subscribers' needs.

Elite or Not, You've Got to Manage It

Caitlin Bolnick,創始團隊 VentureApp,給出兩個珍貴的列表管理技巧:

對我們來說最重要的部分之一是使用MailChimp建立我們的客戶群和時事通訊受眾。 我們有一個超過10,000訂閱者的列表,不可避免地有些讀者比其他讀者更有參與度。 以下兩種具體策略導致開放率和參與率急劇上升:

1. The Break Up Email: if users haven't opened our newsletter in 3+ months, we send a breakup email letting them know that they will be unsubscribed from our newsletter.
這往往會獲得較高的參與率,並且通常用於重新激活訂閱者。 用戶通常會回复並要求留在簡報中。 相反,如果電子郵件後沒有回复或參與,我們會取消訂閱該用戶。 這提高了我們的整體參與度和開放率,使我們能夠專注於尋找更多參與用戶。

2. Double Sending Emails Occasionally: sometimes we will double send a newsletter if we see lower than normal engagement or open rates. What this means is that we'll segment out the users who didn't open our email and re-send the same email with a different subject line or slightly different content to see if we can get higher engagement. Often times, a poor subject line can substantially impact engagement rates so it's also a useful testing mechanism. This should be used sparingly as you don't want to annoy your subscribers or worse, abuse their trust.

我曾經多次發送重要的電子郵件,假設訂閱者可能第一次錯過了這些電子郵件。 實際上,有時就是這種情況,開放率第二次更高。

Creating an elite newsletter is a good idea if you have a group of fans, clients, supporters or brilliant users you want to nurture and teach exclusive content to. Don't create one just for the sake of having a special group of subscribers if there are not enough elements to segment your audience or you have no time to nurture the list — studying your audience and building relationships is the essential foundation for an elite newsletter, otherwise you risk to not provide extra value and it will become indistinguishable from your regular (standard) newsletter.

關於Luana Spinetti

Luana Spinetti是一位自由撰稿人和藝術​​家,總部設在意大利,是一位充滿激情的計算機科學專業的學生。 她擁有心理學和教育方面的高中文憑,並參加了3年的漫畫書藝術課程,並從中畢業於2008。 作為一個多面的人,她對SEO / SEM和網絡營銷產生了濃厚的興趣,特別傾向於社交媒體,她正在用母語(意大利語)製作三部小說,她希望獨立出版很快。