- For Velocity Partners founder Robert Glazer, a weekly inspirational e-mail to employees now reaches an audience of over 180,000 readers in 60 nations.
In January 2016, Robert Glazer composed an email to the 30 staff members of his affiliate-marketing agency, Velocity Partners, about how to set objectives for the brand-new year.
The email, which Glazer called “Friday Motivation,” contained a quote from Thomas Jefferson and a story about how his son learned to stop sucking his thumb.
Glazer’s employees, all of whom work from another location, seemed to react to the favorable message, Glazer said. So the next week he wrote another e-mail, this time about discovering from failure.
Over the next few weeks, he wrote about living in the minute, making a vision board, and valuing experiences over physical gifts.
Four years later, Glazer is still sending out weekly inspiring e-mails, though they now are available in the form of a full-blown newsletter called “Friday Forward.” It’s available by email membership and on LinkedIn.
His business now utilizes 130 individuals, though these days, his audience is a lot higher than simply them– the newsletter reaches readers in 60 countries and has over 100,000 subscribers and 180,000 followers on LinkedIn.
Forge stronger connections
Glazer told Business Expert he began the custom to assist his workers feel better together.
He likewise wished to include his own voice to the congested field of inspirational writing, much of which Glazer stated “was a little too rainbows and unicorns for me.”
A few of his employees soon started forwarding the e-mails to loved ones, however he stated the tipping point came in summer 2017.
After he attended a business conference and plugged the newsletter to other executives he satisfied, the emails really started to gain traction.
“I’ve been doing this, and it’s been working really well,” he recalled telling other attendees, motivating them to begin their own newsletters.
“It’s a fantastic way to be linked to your employees,” he added.
Quickly, entire business and expert networks were signing up for Friday Forward, and now Glazer approximates he has readers in 60 nations.
One reader messaged him and stated to “look for a lot of signups from Portugal,” and another informed him they read from Angola.
Surpass brand messaging
Glazer’s newsletters aren’t officially associated with his company, and he doesn’t make money to compose them, though he has been able to utilize their popularity into a writing profession.
He released his very first book on the affiliate-marketing industry in 2017 and his second on mentoring and leadership in 2019.
For Glazer, his worldwide audience simply suggests more individuals he can reach with his favorable message.
He stated every week he gets about 30 or 40 emails from readers who link with that week’s message.
“I have a folder full of e-mails that people have shared quite vulnerable stories,” he stated. “Every week when I think, like, oh, possibly I’ll take a week off, you know, it was the reality that it was assisting somebody that I kept doing it.”
“The value for me is that I like to share concepts that help individuals and companies grow,” he added. “It’s enjoyable to be gotten in touch with people, and it’s created all kinds of fascinating introductions and connected me to people all over the world.”
Do not simply mail it in
Whether you’re composing for an audience of thousands or one reader at a time, like another CEO who handwrites thousands of individual notes, it is necessary to bear in mind the human component.
According to guides from the marketing services Hubspot and Constant Contact, the most efficient newsletters strive to be brief, conversational, and light on the sales pitches.
“An effective email newsletter should be branded, have a short and snappy subject line (around 40 characters),” Dave Charest, Continuous Contact’s director of content marketing, said in an email to Business Insider.
“The material must be broken down into 3 areas: What are you using (heading); how will it assist the reader (message body); what needs to the reader do next (call to action),” he included.
In addition, Charest said that when you send your messages can be nearly as crucial as what you’re saying: “It’s best to take a look at your e-mail information to figure out when you get the most opens and after that send your e-mails consistently at that time.”
“It likewise puts a lot of pressure on me. I simply understand that every Friday there’s a huge audience,” Glazer said. “And honestly, it requires me to work even harder ensuring I provide worth. I do not feel I can lay an egg anymore.”
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