Confused Readers? Try This Easy Fix

At the beginning of your email marketing campaign, you spent hours carefully crafting each message, tweaking every detail. You pressed the “send” button with pride, and your subscribers were impressed with your valuable ideas.

Except the ones who deleted your emails or saved them “for later”. And the ones who hadn’t signed up yet.

Now, when you mention those ideas in new emails, confusion builds for those subscribers. Link back to your original explanation, and that confusion crumbles.

Creating those links is as easy as 1, 2, 3 with AWeber’s broadcast archive. Read on to find out how.

3 Steps to Clear the Confusion

Click Syndicate

Start at the broadcast editing page. Scroll down to “Syndicate”. If you haven’t checked this box, you’ll need to now. This creates the web version of your broadcast.

Grab Link

The “My Web Archive” link displays a list of links to all your broadcasts. Copy the “Direct Link” to share the single broadcast you’re working with.

Insert Link

In the new message you’re composing, highlight a few words that best describe the concept you’re linking to. Use the “Insert/Edit Hyperlink” tool to create the link.

With these links in place, clueless or confused subscribers can simply click, and your old emails will tell them all they need to know.

How do You Keep Subscribers on the Same Page?

Are you sensitive to the gap between how much your new subscribers and your veteran subscribers know?

Have you tried linking back to previous broadcasts in you new messages or follow-ups? Does it seem to have an effect?

Do you have other ways of keeping subscribers on the same page? If you do, we’d like to hear about them!

By:
Amanda Gagnon is the former Education Manager for AWeber and has started a number of small businesses.

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11 Comments

  1. Oh, so that’s what that feature is for… I never really used it before because I didn’t see the need to… Now I know how useful it can be

    I love how you guys take existing features and give clear concrete ideas/suggestions on how to use it to bring about their intended benefits…

    Maybe that’s what we should all be doing in our email marketing.

    4/29/2010 11:10 am
  2. I send out my ezine twice a month. In the first week of succeeding month, I send a broadcast with the direct links to 2 ezines of previous month and ask for readers’ feedback.
    Result: The ezine subscribers who did not receive or open the previous ezines read it now by opening the direct link

    Those who have received and read tend to click the links in the previous ezine.

    I also use direct links in my email signature, Eg:
    Want to read a sample of my ezine?
    Go to ………….(Direct link to one of my ezine)

    4/29/2010 8:09 pm
  3. Lalitha,I think that some of the best savvy business minds in your industry actually send a lot more than you maybe at least once a week… thus banking more cash — what do you think?

    5/2/2010 7:31 am
  4. That is such a good idea for my readers.
    They are either new to or non-confident computer users, and the new subscribers re still very new whilst the subscribers who’ve been reading the newsletters for a while have built up a bit of knowledge. So this will be terrific for the newer ones, I can link back to examples in earlier newsletters.

    Thanks once again for giving great suggestions!

    5/2/2010 11:15 pm
  5. Question: is it possible to do this as well for emails that have already been sent? (if not, can you add this?) Thanks.

    5/3/2010 1:02 am
  6. Codrut, it may be ideal to send out an email at least once a week but maybe Lalitha might not have enough content to space it out so frequently.

    5/3/2010 8:21 am
  7. Why have a direct link plus an archived link? They both go to the same place anyway. I have been so use to Constant Contact using the word "archive email" instead of "syndicate", I did not even notice it; thanks for pointing it out. Yea, they are great for sharing on all the social media sites too, it’s really like free website hosting, when you think about it.

    5/3/2010 1:22 pm
  8. Edith ~ You can make these changes to old emails in your message editor, but that won’t change the versions subscribers have already received.

    Joseph ~ That’s a very interesting way to think about it! We have two links because the direct link lets readers land directly in the post you want, and the archive link gives a more general overview.

    5/3/2010 1:50 pm
  9. Thanks Amanda – great tips!

    I hadn’t thought of this.

    Lalitha – what a great idea! I’m going to start trying that in my upcoming newsletters, thanks!

    Joseph, I hadn’t thought to use these links for social media – I generally point people back to my own website, but every little link helps :-)

    Now you’ve all got my brain working overtime :D

    I love getting your Newsletter with these great little tweaks – you rock!

    5/3/2010 7:09 pm
  10. Hi Amanda,

    This is great to know. I have always lamented the fact that new subscribers are not getting my earlier mails. This does it elegantly without needing to set up membership sites to hosts the related articles.

    Very helpful info, thanks.

    Question: is there a way to test if the direct link or the archive link gets better opt in rates?

    Thanks

    5/3/2010 10:22 pm
  11. Teena ~ Thank you!

    Louisa ~ I’m glad you can use this. As for testing opt-in rates, both links lead to the same web form, so differentiating sign-ups wouldn’t be possible.

    5/4/2010 11:18 am