5 Reasons Your Newsletters Aren’t Getting Any Action
However, a newsletter does little good for your business if it remains unopened in inboxes or simply deleted. While a great newsletter can be a great boon for business, a newsletter that is less well done will ensure business remains stagnant, or worse, decreases.
If you are finding that your newsletters are failing to reach your audience in the way you originally intended, then you may be guilty of one or more of the following reasons why your newsletters are not as effective as they could be:
1. The Newsletters Are Made Solely for the Purpose of Marketing and Selling the Product
While marketing is important, it is also important to include a lot more content in order to entice them to continue reading the newsletters. People also tend to dislike excessive self-promotion, and are more likely to unsubscribe to a newsletter if this happens repeatedly.
Consistently advertising the product or business alone will not ensure clicks, but taking the time to create a newsletter with a lot of interesting content related to your field will ensure that people will remain interested in your newsletters.
2) The Subject Titles of the Newsletters are Uninspiring or Bland
It is a good idea to take some of the fun or interesting extra content you will include in the newsletter, and advertise it in the heading of the email. Having a bland title, like “This Month’s Newsletter,” is not particularly appealing to subscribers.
3. The Format of the Newsletter is Too Plain and Lacks the Fundamental Principles of Design
You may spend so much time thinking about content for your newsletters that you may forget to perfect a clean and dynamic design for your newsletter. Generally, it should not be too flashy or showy, but should also not be boring or even disorganized. Sometimes, businesses will forget to optimize their layout with mobile devices in mind, which can also be devastating for the success of the newsletter. Often times, format for desktop devises are not readable when it comes to mobile options.
With most good newsletters, the reader is unlikely to think too hard about the format because it works well, and they will be able to focus instead on the important information.
4. There is Not Enough Thought Given to Whom and How Often
Not every business needs to issue a newsletter every week or month, and perhaps it does not need to be issued to all customers or everyone affiliated with the business. It is more important that the newsletters contain compelling content and actual news, and if some businesses cannot guarantee that every month, then it may be more effective as a quarterly newsletter instead.
Similarly, you want to send your newsletters to those who are most interested and would be most impacted by them. You could design a system where you send newsletters only to your top customers, for example.
With a large enough business, it may be effective to enable subscribers to choose the extent of their subscription; for example, they can choose from weekly, monthly, and quarterly options according to their level of interest.
5. Forgetting that Quality Really is Better than Quantity
Within marketing as a whole, there is a sense that the goal should be to inundate the consumer with as much information about the business as possible.
However, newsletters can be very brief, especially since the primary aim is to make people want to visit the website. They should be short, interesting, witty, and develop a certain personality and character around the business that will make people more willing to engage with it.
Too much self-promotion, content, and even too many links can prevent the reader from engaging with the newsletter. People have short attention spans and are easily overwhelmed by too many options, and are, therefore, actually more likely to respond to a brief but compelling newsletter.
These are the main and most common reasons why businesses find little engagement with, or interest in, their newsletters. Changing these basic components of the newsletter is certain to effectively develop your newsletter’s presence and authority among just the right audience.