Edgar, a software tool for social media, has an email list with more than 75,000 subscribers. That's thanks, in part, to Founder Laura Roeder's decision to make the company's main call to action an opt-in for its email list.

Once they've captured this piece of data, the company works toward building a relationship with potential customers--and helps them move down the sales funnel along the way. What's more: Today, more than one third of the company's blog traffic comes directly from its newsletter.

"It's important for us to have a way to stay in touch with prospects and educate them about the value of our tool," Roeder said.

So what's the strategy that's helped Edgar grow their list of subscribers?

Making it Worthwhile

Roeder knows that the subscribers to the Edgar newsletter want something easy to digest and that's useful. In order to accomplish this, her team focuses on boiling down longer content into small, bite-sized pieces that can be quickly understood.

"Our format includes a few different sections like a useful tip and mini book review, so that there's a little something for everyone," she said.

But not all enewsletters are created equal. One of the biggest mistakes Roeder sees other enewsletters make is that they bog them down with boring company/industry news that isn't translated for the reader.

"This isn't a place to send out press releases," she explained. "Your audience doesn't care."

Best Practices for Email Success

Let's look at a few of the best practices Roeder recommends to others who may be writing enewsletters.

Number 1: Use a template that makes completing the newsletter realistic--because consistency is important. "If you have an amazing newsletter that never gets sent out, it doesn't matter," she said.

Number 2: Repurpose your blog content. Include an article or make it a teaser--it's an easy way to leverage what you've already created.

Number 3: Use curiosity to build interest with readers. Allude to an interesting or surprising nugget but don't give the whole picture.

Using these three tactics, you can get on the path to growth of a quality email subscriber list, which translates into more sales for your business.

When to Send?

One of the big remaining questions related to email marketing is, "How much is too much...and when should we send?"

Roeder recommends sending once a week, as it's a good pace for a newsletter that helps you stay top of mind with prospects and customers.

"You have to remember people won't open every single newsletter, so if you only send monthly, it could be a long time before someone hears from you," she said.

Interested in seeing the Edgar newsletter for yourself? Check it out here.

Published on: May 25, 2016