Why Your Email Newsletters Are Failing
It is one of the catch-22 situations for most modern businesses. You personally despise email newsletters and do your very best to keep inbox clear. Nonetheless, you also realise the potential value and power of email newsletters from a marketing point of view.
The question is – what could you do to turn things around if it is clear that your email newsletters are failing to catch a bite? If you are largely wasting your money and time on email newsletters that are not working, where precisely are you going wrong?
Naturally, there are thousands of potential errors you can be making in the layout, content or overall quality of your newsletters. Nonetheless, evidence suggests that the following five problems are the most common of all:
1. They Are Too Promotional
Like most marketing materials, consumers usually prefer newsletters that are all about them. They wouldn’t like to think you’re getting in touch to make money from them. Therefore, anything that comes across as pushy or promotional would send them in the opposite direction. Instead, it would help to focus on the benefits of whatever you have to offer. Will it save them money? Save them time? Improve their life? Try to always remember – it’s not about you!
2. They Are in Their Spam Box
Depending on your email marketing strategy – especially in the case of mass newsletter distribution – there is every chance you are finding your way into their spam box. This is usually due to your choice of newsletter marketing tools – some of which increase the likelihood. As it is tricky to keep tabs on when and if this is happening, it is better to work with reputable platforms like Marketo or MailChimp, just in case.
3. You Send Too Often
One of the reasons so many newsletters go completely ignored or overlooked is the delivery frequency. A monthly newsletter with some helpful snippets is all well and good. Multiple newsletters on a weekly basis with little of importance is something else entirely. Far too many companies believe that by bothering their subscribers, they will eventually catch a bite. In fact, sending too often is guaranteed to annoy them to no end.
4. Poor Mobile Optimisation
If you are aware how many of your readers open your emails exclusively via mobile phones, you would not take mobile optimisation for granted. Unless you offer a completely flawless mobile experience for every customer, you cannot expect them to take anything you’re saying seriously. Even if they are normally interested in your services and products, a poor mobile experience can discourage them permanently.
5. They Are Too Long
Lastly, effective newsletters are punchy, short and deliver the message in an instant. Ineffective newsletters go on…and on…and on. It is good practice to make sure you share your most important message as early as possible, but you also need to keep the email as a whole concise and brief. The very sight of blocks and blocks of text is usually enough to see your emails heading straight for the trash bin.