Content Marketing Blog mint

Content Marketing Blog

Nobody Reads Our Newsletter

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:

  1. 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.
  2. 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.
  3. 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.

Share


Recent Posts

Sheetal Pinto - 5/6/2021 06:00

The age-old question of which comes first, the proverbial content chicken or the SEO egg? We don’t have to debate this issue. The answer is easy. It doesn’t matter which came first. What matters is how we balance content quality and readability with SEO best practices. The key is to deliver relevant information for customers in a user-friendly package while making sure the search engine bots evaluate and rank your content for search visibility. Complement your content strategy with your SEO strategy cohesively instead of thinking of them as two separate entities.  

Sheetal Pinto - 4/29/2021 06:00

SEO and content marketing can seem technical and complicated, at least at first glance. With so many variables for determining ranking, you could get lost in an algorithmic forest. Instead of putting your focus on the technical details, focus on your audience and what your reader wants. Your content will have better quality and be more consumable and shareable by the user. Subscribing to content best practices keeps your website on the forefront of SEO for organic ranking. Here are three things you should be including in your current content plan.

Sheetal Pinto - 4/22/2021 06:00

Most people will not think about insurance as the most exciting topic when it comes to content, but Progressive made insurance more personal with their mascot, Flo. Geico brought in a gecko as an unconventional way to discuss insurance with customers. Liberty Mutual introduced LiMu Emu and Doug to spread the word that you can get customized coverage. These insurance businesses found a way to create interest and a narrative around insurance that makes people pay attention. Your insurance agency can take your content strategy up a notch through these tested and proven techniques that serve your customers.

Sheetal Pinto - 4/15/2021 06:00

Think of content marketing like a first date. If all you do is talk about yourself, you’re unlikely to get a second date. People aren’t primarily reading your content to get to know your company. Your audience is trying to solve a problem or get insights into a subject that is of genuine interest to them. The conundrum is that to ensure your content is consumed and appreciated, you must have a well-planned SEO strategy. To get content that meets your SEO needs, you need a content strategy and a way to convey that plan and its objectives to the copywriter. 

Sheetal Pinto - 4/8/2021 06:00

The best lawyers and politicians know that to persuade others, there are three elements of persuasion – ethos, pathos, and logos. Ethos refers to your character and believability. Pathos is the emotional aspect of your argument. Logos refers to the logic or reason of your statements. When you weave the three elements together well, you can persuade your audience to take action. Use the power of ethos, pathos, and logos to increase the effectiveness of your content marketing.

Sheetal Pinto - 4/1/2021 06:00

Having a strong content strategy builds your school’s reputation, attracts new students and brings your community together. It may even encourage alumni to donate and support your school in many ways.  The challenge is bringing together many departments and goals while having an engaging website and keeping up with social media. To be successful, it’s important for modern-day schools to be active online and on social media. Your school can also differentiate itself through an engaging online platform.

Sheetal Pinto - 3/25/2021 06:00

How Content Marketing Can Help Your Charity

Content marketing is often geared toward selling products or services. So, when your organization is a charity, it’s easy to think that content marketing doesn’t have to be part of your marketing plan. If you’re trying to build an online presence, you need a content strategy just as much as any for-profit business. Putting the right information in front of your audience gives you the opportunity to reach your community more effectively.

Sheetal Pinto - 3/18/2021 06:43

Communication is a two-way street. We share our message to get a response. How often do we forget to listen to the response? In our daily scramble to create new content, we often forget about checking to see what our audience thinks. We get so focused on Google rankings that we neglect our real audience – the customer. Creating an atmosphere in which you listen to feedback and reviews from your customers gives you a chance to let your customers know how much you care. Plus, it opens the door to some exciting opportunities in your content marketing strategy.

Sheetal Pinto - 3/11/2021 06:00

Burger King may have had good intentions with it’s 2021 campaign for International Women’s Day, but it’s tweet “women belong in the kitchen” came off as sexist. Although it is true that women make great chefs, the historical context of the phrase brought negative publicity to the popular burger chain. The campaign was a flop and goes to demonstrate the power of thoughtfully crafted content. You can use your content to show you value gender equality, provided you do it right. 

Sheetal Pinto - 3/4/2021 00:00

You’ll Find An Enthusiastic Audience in Exchange!    

Entrepreneurs cultivate discipline. It takes a lot of grit to get up every day and punch the clock without a boss looking over your shoulder. Most small business owners have their must-do list of things that have to get done, regardless of feelings and inspiration. Sadly, content marketing often gets relegated to that have-to-do chore list. It’s typically done out of discipline instead of enthusiasm. Gordon Parks, photographer, film director, musician, writer, and co-founder of Essence magazine, said, “Enthusiasm is the electricity of life. How do you get it? You act enthusiastic until you make it a habit.” If you’ve lost your joie de vivre in your content creation, here are some ways to find it again.