How do I get buy-in to change our newsletter?
How can you get buy-in from others to try new things in their email newsletters? And is it better to change small sections in a newsletter or is it better to just rip off the band-aid and release a whole new version all at once?
Change is hard.
Or so they say. What’s actually hard is convincing people change is needed.
Here’s what I’ve tried when I need stakeholders to get on board — for email and everything else.
Start with proof.
Bring data to show what’s not working: Low opens. No clicks. Unsubscribes. Zero replies.
It’s much easier to argue for change when the current version clearly isn’t doing its job.
Borrow credibility.
Cite experts and show examples of similar organizations doing it well.
We've all been there: Sometimes it takes someone from the outside to say what we've been saying all along for people to believe it.
Mailed It! is a great resource to justify email changes 💌
Acknowledge the risk.
Along with my proposal, I always include: What’s the worst that could happen? Usually, the answer is: not much.
But whatever the perceived risk, make sure they know you know it. They’ll trust you more if they see you’re not being reckless.
Ask for a pilot.
This is the golden ticket. 🎫
Instead of debating opinions, test them!
In email, that means pulling a random sample (between 100 and 1,000 people) and sending them the new version. Then compare results to your current version.
Hopefully the results are better (and if not, then you learned something!) and that's usually enough proof to let you make changes.
Now, your second question:
Tweak or overhaul?
It depends on how engaged your audience is.
Not engaged = Go all out.
If people aren’t opening, clicking, or replying, you don’t have much to lose. Change everything you want to change.
Pro tip: 💡 Switch up your sender and your subject line format, too! You’re trying to earn attention again and that starts in the inbox.
Engaged = Make incremental changes.
If you already have an engaged audience, you probably wouldn't be itching to change the newsletter. But let's say there are sections they do love. Don't take those away.
The most important thing to know deep within your soul is this…
Your readers aren’t nearly as attached to your format as you are.
This post was originally sent as an email. Subscribe to my newsletter and get the newest questions and answers in your inbox.
