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All about Just Add Content
Just Add Content (JAC) is an email newsletter distribution system that creates customised newsletter templates with different additional writing services. The system is run by Appletree, a marketing company. With JAC, businesses can have Appletree’s dedicated newsletter writers produce monthly newsletter content following an interview and planning session every 3-4 months. Momentum sends out its newsletters using Appletree’s impressive email newsletter distribution service, making them our preferred newsletter partner.
In part one of our interview with Chantal Cornelius, we found out all about Appletree and JAC, how it differs from standard newsletter distribution services and advice on dealing with overzealous spam filters.
Jonathan Fink (Momentum): In your own words, what does JAC do?
Chantal Cornelius (Appletree): Basically, JAC is an email newsletter service allowing clients to send out email newsletters on a regular basis. Our customers use JAC to keep in touch with clients and prospects, using the database driven system that we provide.
There are different levels of service, ranging from a complete do-it-yourself option, an option where we design and set-up the email templates for the client to add their own content, through to our top-level service.
The top level service, in which we design and build the email templates and then work with the client to produce the newsletters for them on a monthly schedule allows our clients see JAC as a marketing service rather than just an email delivery system. They also want us to write the content too which is something most standard email newsletter services don’t provide. That’s the real added value that JAC provides.
Jonathan Fink (Momentum): How does that service work?
Chantal Cornelius (Appletree): I meet the business owner, learn about their business and industry and make a broad twelve month content plan with them. Every month I brief one of my writers on the required themes and then the client reviews what we have produced. I meet with the client every three to four months to plan topics for next three or four issues and keep everything on track. We talk every month and make sure that we keep flexible, so if something very juicy comes up then we can rearrange and insert the timely topic. We recommend that clients have one main topic for each issue, then sections within each newsletter for their current news, new products and services.
I prefer it when we provide the content actually, it means that the newsletters are of high quality and that we can keep on track, publishing a newsletter every month.
Jonathan Fink (Momentum): What kind of clients do you work with and what size businesses do they have?
Chantal Cornelius (Appletree): Our clients range from sole traders to large companies
Many clients that have the full service are larger companies without marketing departments. Those companies are busy and don’t have time to produce the content themselves.
We tend to work with companies that provide services rather than sell products. Newsletters are a great way to educate customers and keep them informed. They can also be used for training, maintaining motivation and giving readers ideas on how to use the services our clients provide. Newsletters don’t work as well for companies with a very narrow range of products as there isn’t as much to talk about month in month out.
Jonathan Fink (Momentum): What is the most common question you get from clients?
Chantal Cornelius (Appletree): “How do I come up with ideas?” I always reply; “You don’t – I come up with them!” When a potential client tells me they don’t have a newsletter because they have nothing to write about, it’s music to my ears. I love to hear that because I know that’s where I can help the most.
A good example of this is a client who imports wine. He said he had no content, I asked how many countries he imports from. When he said it was twelve, I said “Great, that’s one a month that we can focus on in the newsletter.” Sometimes people are simply too close to their own businesses to be able to produce content themselves.
Jonathan Fink (Momentum): What rigorous process do you use to get regular content out of the client for a monthly newsletter?
Chantal Cornelius (Appletree): The rigorous process is called our Account Managers! They are responsible for the publication schedule. Every day they look at what is needed from our writers to go into the system. This is critical as we have so many clients and we need to know what’s going out when. When they have the final copy, they ensure that it’s put into system.
Jonathan Fink (Momentum): What inspired you to start JAC?
Chantal Cornelius (Appletree): Well it was a web developer who actually came up with the idea of the software itself. I was running a marketing company at the time, and using the service for some of my clients. She then decided not to carry on running her own business and we agreed that I wouldbuy JAC from the developer. That was about six years ago. I think that’s partly why we’ve been so successful; I’ve approached this from a marketing background, not a technical one, and it’s the marketing aspect that is critical when it comes to the success of newsletters.
Jonathan Fink (Momentum): How has JAC evolved since the beginning?
Chantal Cornelius (Appletree): Since we bought it six years ago it has changed a lot over the years. We have upgraded and added new features and made it much easier to use. We’ve also added in reporting tools. We have a great team; the girls in the office are using JAC all the time and so we’ve been constantly refining the usability. We have web developers working with us to roll out these upgrades and improvements.
Jonathan Fink (Momentum): How does JAC cope with the spam issue?
Chantal Cornelius (Appletree): There are always going to be problems with spam, and making sure that high quality newsletters aren’t blocked like spam takes a lot of work. In the first instance we recommend that our clients make sure that they send newsletters to people who have asked for them or people that they know. If a client says they’re getting list from networking events they’ve attended I always recommend that they don’t do that. Just because that person attended the same networking event, it doesn’t mean they’ve opted-in to regular newsletters.
The system is designed to help our clients keep their mailing list clean. For example, legally all newsletters have to have an unsubscribe link. If a person clicks on this, JAC unsubscribes them automatically. Clients can then look and see who has unsubscribed, and if they wish they can send a “sorry to see you go” with a form asking for a bit of very quick feedback.
If the open rate starts dropping the first thing we look at is the mailing list. First newsletters usually get 100% open rates, if it’s only 40-50% then the list isn’t clean. Some client lists are really old, having been established in a previous system and imported into JAC. Looking over list when cleaning it up is a valuable activity; it makes them re-establish connections and realise where their process has fallen down.
As for spam filters, we are always careful with content and subject lines: don’t put words “free”, “porn” or “Viagra” into subject lines for example! Another tip is to say “great opportunity” instead of “free initial consultation” as the word “free” can trigger some of the most sensitive spam filters.
In part two of the interview (coming soon), Chantal gives practical advice to business owners starting a newsletter.