Zappos.com and Jason Calacanis Do it

They do it very differently, and that's ok by their respective customers. They both created an email newsletter. While in a down market we will probably see many more professionals (and small businesses) embrace blogging and social media to share their ideas and connect with like-minded people (and work), we will also see an increase in direct response by companies seeking more predictable returns.

Relationships are now front and center for both - individuals looking for new opportunities and companies looking for new (or repeated) business. Not that they ever went out of style, mind you, we are just finding new ways to execute on the intent of finding and building relationships. Being social is now more fashionable than ever.

We have talked in many posts about how social media and social networks can help you socialize. They cost more time and attention than funds and if you are willing to give it both, they will help you meet professionals globally.

How does a newsletter help you grow your business? Through sharing content that is relevant and valuable to its readers in a timely fashion. Today at Fast Company Expert blog I talk about how email discussion is the new customer newsletter.

Keeping in mind that Zappos.com and Jason Calacanis newsletters have a different genesis, here are some pointers to build a useful newsletter that can apply to both:

• Take the time to craft a good subject line for your audience - examples from Calacanis' whose audience is 9,400 startups and VCs "The Future of Startups", "(The) Startup Depression"; from Zappos.com "Shoe Repair Guys are Worth Gold", "Repairing Scuff and Scrapes" - so they know exactly what they're getting

• When in doubt go for text - it's easier on the system even though it looks less sexy. Images are great, as we are highly visual creatures, but I am seeing more and more examples of text only emails that work on the strength of their great content.
  

• You can still write a newsletter that has personality - especially in the current environment where people are worried and harried, it's important to come across with the right tone - welcoming, warm, helpful, connective.

The most important part of any communication built within a content marketing strategy is that it is considered relevant and valuable by its intended audience. When that is the case, you capitalize on the law of attraction (which is the opposite of attrition). Will customers who interact also act as in take action to make your product or service profitable? What is your experience?

[image of the Daily Candy popular newsletter]

Comments

[Cory Hendrickson]

"Intent of finding and building relationships."

Thank you for pointing this out. This has been one of the biggest keys to digital marketing as a whole. Not just email. Intent is the new awareness. We must remember that users are driven by intent online. Otherwise, we would just sit at the Google/Yahoo/Facebook page.

[Valeria Maltoni]

We need to remember to ask ourselves that silent question when we design online experiences - what do you (visitor, customer, prospect, etc.) want to do?

[TheSaaSGuy]

Valeria, I fully agree with your post here. Especially your on relevant and valuable content attracting audience to you.

I am currently involved in assessing our recent marketing campaign. I will surely look up your writing. Thanks.

[Peter Korchnak]

E-newsletters can definitely help keep companies in front of their customers. They're great as a way of staying in touch, and provided they offer valuable content they contribute to cultivating relationships. The challenge is to encourage the leap between consuming content, interacting, and actual purchasing. A strong call to action is a must.

[Paul Chaney]

Valeria, I long been a supporter of combining blogs and email in a cross-purpose sort of way. Content created on a blog can be used in email form. One can be used to promote the other. Blogs are relationship marketing tools and, thus, less promotional by nature. Email, on the other hand, provides that element.

Blogs are not dead as some suggest, neither is email as others suggest. The two working in tandem can be a very powerful, lively duo.

[Valeria Maltoni]

@The SaaS Guy - glad to be of service.

@Peter - I'm with you on the call to action. The strong part needs to be the value piece that continues to further develop the relationship.

@Paul - Lorelle VanFossen has done a whole series at The Blog Herald on turning your blog post into a newsletter, if interested. It's the best of both worlds - get to know me and if this is valuable, buy here. We will be seeing more customized combinations of tools in content marketing and marketing as context building, I agree.