Posts

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Newsletter email confirmation – NextCloud #JustAnExample

 

Nextcloud is an awesome solution to create and manage your own cloud – you should really check them out if you have never heard of them.

Here we have a quick look at the newsletter confirmation – an always challenging issue for open rate and engagement with your users. I found this one pretty good – so I have added to the #justAnExample collection

Why is it good?

  • It gets personal

It gets personnal real quick – which force you to care about that guy who is writing to you. I think it is an underrated way to communicate with your audience. Too often businesses are very impersonal and you never know the name of the person writing to you – including in the newsletter and that’s a shame. Not that it is right in every case – but I do think a lot more should be doing it – especially – but not only – SMBs.

  • Text!

No fancy graphics – just a plain text email – which I think sometime help convey better the information than an over crowded branded email with graphics all over the place.

 

So that’s it – just wanted to get this out there – and have it in the collection 🙂

 

#JustAnExample – Newsletter email confirmation – Powazek

#JustAnExample is a series where I share some interesting UX / UI and smart copy for your inspiration (and my archive of references).

Here today we have a newsletter done by Derek Powazek – veteran startup guy now growing vegetables in a farm.

 

 

 

 

 

 

Why this is good :

  • Transparency
  • Empathy
  • Humor

 

Transparency

Sharing his lack of clarity, being very honest from the beginning is a good way to get your people to trust you.

Empathy

Confirmation email sucks. He didn’t shy away from it, he owns it and agree with us while try to spin it in a nice way.

Humor

Well – micro-jokes are always good.

 

Clearly, it is not the only way to do it, but it is one that’s really interesting.

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What happens when people sign up for your stuff

 

So you have this book that you wrote.

This newsletter you so carefully crafted.

This course you designed with attention and love.

….

You are ready for launch.

The world is waiting for you ….

…. well ….

NOPE.

No one is waiting for you.

Not even the people who registered for (tick the right answer):

  • your newsletter
  • your course
  • your e-book.

 

— But they signed up, right?

— Right…

 

Let’s break down the psychology of this, do you mind?

 

giphy (3)

 

Someone was online. Saw your ad, read your blog post, stumbled upon your site on his/her lunch break, and got excited. Signed up. It’s free. The opportunity is here to be seized.

He knows if he doesn’t do it now, nearly no chance he gets back here. (Today’s internet is a crowded place and you don’t come back very often to places). So he likes what he just saw or read, and in the momentum of the excitement, he signed up.

The moment he signed up, the pressure go down. The panic feeling that “I might miss out on something awesome for free” just left him. He knows he is safe now. He signed up. He knows that from now on, you are the one who will remind him, run after him and he can decide later on if he really needs it.

 

giphy (2)

 

Signing up for free shit on the internet became a lot like binge shopping.

 

It looks good, so you take it now. You’ll see later if you need it.

 

However, on the other side, someone’s tripping.

YOU.

giphy (5)

You think you have a new fan.

When all you have is someone who got excited about your free stuff and fear he might miss out on something so he signed up just in case.

You haven’t sold him yet.

You just started the conversation with that guy or gal.

You have not yet bought him.

All the work is still upfront.

 

 

It’s like when a girl (or a guy) give you her (his) phone number.

You got the other side’s attention, and you have an opportunity to build up the relationship.

So, don’t blow it up by saying non-sense over the freaking phone when you call that number!!!

 

How do you know you’re doing it right?

Once you understand this fundamental principal that a signup is just the beginning, it then becomes clearer you need to monitor how the relationship is growing, 

 

You're email open rate.

 

If it’s a newsletter, you will need to see how often they opens it, do  they click the content in there, do they pay attention over time. From newsletter to newsletter, you need to gain their attention again again.

If it’s a course, they needs to come back week after week, day after day and make progress. If they don’t come back, you need to see when do they stop, was it the content? was it the design? do they all stop at this same point? Try a different format of content, a different topic, a different approach, improve your bugs, fix your design, become mobile-friendly. In short, make sure your users feels at home and enjoy…

Remember, you are dating your customers, so put on you’re best dress, and make the experience unforgettable. Or, if you prefer to go casual, that’s ok too, as long as it fits the expectation. Not every date needs to be in a 4-stars hotel, you can also go to a burger… just make sure it’s cool with the other side. Test, and iterate. Test and iterate. Again and again, until you build the right approach, the right relationship, with your audience.

Content and context

CONTENT IS THE KEY – as you long as you keep the content relevant to the conversation.

The moment your content is getting boring is the moment they loose interest, meaning you’re out of the game because there is no conversation anymore.

Being irrelevant is how you build a huge database of dead-meat emails disconnected from any reality on the ground.

dead horse

 

So before you get to this situation, segment your data properly, analyse how your users consume the content they signed up for, so you can adapt to keep the conversation relevant – to keep your content in context.

Because NOBODY CARES – unless you make them care.

So make them care, each and every freaking time as if it was the first time.

And for this, you need to care about them.