3 Key Steps to Change this
Most of us have subscribed to online newsletters at some point. You sign up for a newsletter when you like a particular brand and would like to receive regular email communication from the company. An email newsletter – like a newspaper – can have a mix of content that includes educational articles, trend stories, company and industry news, surveys, events, product launches and promotions.
Newsletters are not easy to create, but when done with flair and conviction, become a valuable vehicle of communication, and thus an asset to your company. They help you build a large and engaged subscriber base that can be nurtured to become qualified leads and customers. You are able to reach out to an audience that is receptive to your messaging on an ongoing basis. This is a marketer’s dream. Sadly, despite the proven success of email marketing, very few companies leverage the opportunities presented by a digital newsletter.
Why is My Newsletter Not Working?
Creating an effective newsletter requires skill, effort and planning. Many companies don’t attempt it at all, and others just give it up half-way. This is a wasted opportunity because a newsletter can be a fabulous way to stay connected to potential leads. It also allows brands to become thought leaders in their niche areas.
Here are some common reasons why a newsletter can fail, and recommendations on how you can change that:
- Is Your Newsletter All about Self-Promotion? Soften the Sales Pitch:
When users subscribe to a newsletter, they do so for specific reasons. They want to hear about new products and services, or want to gain insights into your industry. For example, if you were to subscribe to a newsletter from a company that offers content marketing and UX design services, your expectation would be to receive articles, news stories and blog posts that enrich your knowledge about the industry. You probably won’t mind some degree of soft-sell of their services, but if you see a promotional offer thrust at you too frequently, you are very likely to lose interest and be turned off. A newsletter is not the place to be aggressive about sales. The motive should be to offer something substantial to the subscriber, and build a dedicated user base that trusts you in your domain area. You can use the space to promote your products and services too, but subtly and / or without a strong sales pitch.
- Do You Not Have a Fixed Frequency? Maintain a Set Schedule:
Do not commit to a newsletter unless you are sure you can publish to a fixed schedule. You need a team in place and proper editorial planning. Producing a newsletter for a few months and then staying “silent” for a long time will reflect poorly on your company’s brand communications. If you believe your business can benefit from a newsletter, give it the time and attention it needs.
- Is Your Newsletter Boring? Crank Up the Interest Quotient:
Your newsletter may be informative and you may deliver it to your subscribers on time, but that does not mean they will read and share it. If your newsletters are dull and uninspiring, nobody will care what fount of knowledge is contained in them. If the audience is bored, they will unsubscribe. Include interesting stories from your industry, talk about trends and news, and do so using language and a style that keeps them engaged and entertained.
Steer clear of these three mistakes, and you will craft a newsletter that is interesting and popular. If you are looking for a leading content marketing agency with expertise and experience in online newsletters and SEO copywriting, call MintCopy at 1-888-646-8003 today. You can also email us to learn about our range of copywriting services across Canada, USA, Europe and Latin America.