Hey there dear friends and welcome to the next installment of Blog Trends (#20blogtrends) where we examine 20 trends-of-the-moment in the world of blogging. If you’ve missed the first 3 installments of this 20 article series, please visit the links at the end of this post to catch up. Today, let’s talk about newsletters. Yes, newsletters. Those old school things you think you really don’t need. You do.
First, I don’t mean RSS feeds or subscribing to an email digest of a blog – those are essentially just delivering blog content to your inbox or feed reader without visiting the actual blog. And they work fine but from my experience, are definitely not the best way to reach (or keep) your readers attention and very difficult to monetize unless you write a lot of sponsored posts. One of my main problems with these types of subscriptions is that if a company decides to pull the plug like Google did with their RSS reader not so long ago, you can lose tens of thousands of your subscribers overnight, like I did, and there is no way to get them back. What happens if Bloglovin’ does the same? Also let’s not forget social media platforms like Facebook while we’re at it. For example, if Facebook decides to involve fees in maintaining a business page, or a community page, what then? They already have put the pressure on us to pay to extend our reach to those who have liked our pages, right? I’ve spent a lot of money on Facebook trying to reach all of my fans but does that really even make sense? It’s sorta stupid to be honest.
That’s why I believe that the old-fashioned newsletter is the best way to not only keep your your community updated but also retain it more or less indefinitely. How so? Because your subscribers’ email addresses are stored in a database, whether you use an internal newsletter, e.g., a plugin for your blog, or an external company such as MailChimp. This means that even if the newsletter service bombs out, drastically changes its fee structure or decides to inject their own ads or the plugin you’re using is no longer maintained, you still have your precious contacts.
I was the editor of my school newspaper for years and later, after high school and college, I launched several newsletters for the companies that I worked for and acted as Managing Editor for each. I’ve always loved reaching people by any means possible – and today, through my blog and social media channels. The point is, you do whatever it takes to reach your readers and potential new fans of your work. Not everyone wants content delivered in the same way or even through a blog, Facebook post or Instagram photo. So you have to try and try again until you land on a ‘sharing formula’ (as I call it) that works for you. Makes sense, right?
Look at goop. A good example of a newsletter (or lifestyle publication, as they call it) that works well. Once a week, you feel like Gwyneth Paltrow and her best friends are sending you an email sharing the best of the best. You feel like part of her “It Girl” club. And everything links back to her website so you are immersed in all thing Gwyneth. If you like that sort of thing, then it’s the best lifestyle newsletter out there. The thing is, she had to get smart about her business which is why she is building an Ad-Sales Team at the moment. This is something we bloggers could do well to imitate.
Remember the Daily Candy craze, particularly between 2004-2006? Oh my goodness, when the founder still owned that site it was the bomb and also just a newsletter with links to the site. Sadly, the wrong people got a hold of it and ruined the whole thing – it’s gone. But why not pick up where corporations are falling? Why not think of smarter ways to build and maintain a newsletter that will work for your brand?
In my last Blogging Your Way e-course, Nichole Robertson from Obvious State taught about the power of the newsletter so I want to include a few points from her lesson below in case you wonder what sorts of things you could talk about in your newsletter to make it different from your blog – and interesting enough for readers to subscribe to.
Some people subscribe to newsletters via Tinyletter.com. If you create an account there, you can send a personal letter at the end of the week to your fans that includes your favorite links, what you were up to that week and other goodies. Even if your fans didn’t read your blog all week, and they didn’t have time to check you out on social media, the once-weekly newsletter helps you stay in touch with your tribe.
Our emails are jammed with marketing messages. How cool would it be to receive something that starts with a dear, ends with a sincerely, and feels personal? Seth Godin sometimes sends newsletters like this and I always look forward to them. Colloquial language is key here. No headlines, subheads or calls to action necessary. Go old school and stand out.
Behind the Scenes
Everyone loves bonus content. Share special content with newsletter subscribers only. This works well when you are launching a book or traveling, for instance. When Nichole from Obvious State wanted to share her new book, The Paris Journal, she sent newsletter subscribers the first three chapters for free several weeks prior to launch and they loved it.
Do you subscribe to any newsletters? If so, which ones? And do you have a newsletter for your blog and if so, what types of things do you share?
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One of my readers tipped me off to a sweet German website with heartwarming portraits on family life called Little Years. With a little one who just turned 1 on Monday, family life is always on my mind. I adore my son so, so much and want to be the best mama to him while still reaching my own goals and dreams. It’s nice to find a site dedicated to normal, working families who live nicely yet not perfectly, and are somehow able to do it all and still reach career goals in addition to being great parents. It’s encouraging to see, in particular, families much larger than my own who are making it all work.
By the way, did you recently catch the interview Jimmy Fallon had with Gone Girl actress, Rosamund Pike? If you didn’t watch it, you can catch a segment of it here on Hulu. First, she showed up looking gorgeous and not at all like she just had a baby, and next, she spoke so candidly about how she was on the phone being interviewed, while in bed, with her two boys crawling all over her and that her eldest son got his truck stuck in her hair during the call. She confessed to basically having to cut it out before her dress arrived that day for a fitting. I mean, it’s so easy to forget that many other strong and hard-working women are out there playing magician on a daily basis to make their dreams come true while also being great moms to their little ones.
The story of Cecile and Charles in Paris. Cecile is the founder of Smallable.
More from Cecile and Charles
Please visit Little Years for stories in English and German and for more photos too.
It’s no secret that I love Danish design firm Muuto and have for several years now. They’ve just launched a new collection including the Base table, and have expanded the colors for the Stacked storage system (I have the stacked system and love it). They’ve also added new colors for their Fiber chairs and those colors are not primary brights but rather understated and mellow hues.
Isn’t that dining room at the very top of this post so pretty? Especially with the cotton candy styled into the shot. Very cute and original. I love examining the details when I see photographs from catalogs and magazines, don’t you?
With interiors, I’ve noticed that happy brights are quickly becoming passé, I don’t see them trending nearly as much for 2015 and even Scandinavia, home of bold patterns and primary hues, seem to have taken a turn for a more grown up, sophisticated interior scheme. Consumers are quickly tiring with primary brassy bolds. I’m all about moody hues, grown up decor, organic shapes and well-crafted handmade items, mixing textures, working with a variety of tints and tones, adding metallics for some flair… But bold brights are but definitely not my thing. Just thinking about bright pure color right now stresses me out. It must be a winter thing. I crave warmth, texture, color that makes me feel more romantic, raw and pure.
Sometimes I just crave simplicity in my interiors, like this beautiful home in Norway from Boligpluss magazine — a white blank space with loads of natural light near the coast – just as in my childhood days. I often daydream about a coastal vacation home in northern Germany or Denmark so little Aidan can enjoy holidays in a second home, a small and simple one, a place where we can all find comfort and create memories. I wonder if I should start cottage hunting in Denmark? Or perhaps coastal Germany? And I wonder where, what towns I should look at? We live in northern Germany and plan to stay here, and don’t want to drive more than 5 hours to a vacation home. Less is more and I don’t want a weekend trip to be spent with a full day on the road. Anyone have thoughts on this? Know of any charming seaside towns?
This home below is in Norway, and I’m smitten with it. It’s gorgeous. And makes me very happy.
I imagine a cottage much like this one for my very own. Definitely nothing large though it must have a lawn where I can set up an English-style flower garden, herb garden, shed, patio and a sandbox and swing for our little boy. It all sounds so charming as I type this and makes me smile big. I also imagine painting the outside with black paint and leaning a canary yellow bike against the porch. It all sounds so silly, I know. But I’ve been having this vision of owning a small second home for a very long time so perhaps it’s time to stop dreaming. There is no perfect someday, right? You either do things now or you risk never having them at all.
A summer cottage and an office space/shop out of my current home studio. These are my two big dreams at the moment. I’m curious, what are yours?