I don’t know about you, but I subscribe to lots of Ezines or Email Newsletters. Some I really look forward to reading because I know they’ll be informative/uplifting/entertaining (sometimes all three!). Obviously I subscribe to competitors’ newsletters as well so as to keep an eye on what they’re up to.
A fair number of unsolicited newsletters arrive in my inbox too. Some are blatant promotions, with little or no actual ‘news’, others are very well written – but relate to services or products in which I have absolutely no interest! Always check that you’re mailing to people who are in the market for what you’re offering.
One common mistake that a lot of publishers make is not having a clear ‘call to action’. If you’ve gone to all the trouble of putting together a great newsletter that has succeeded in being delivered, opened and read, all that effort is wasted if you don’t tell the reader what you want them to do! Make your message very clear, eg. ‘Click here now!’
Another big no-no is trying to sell in your newsletter. By all means whet your readers’ appetites, but then send them to your website or sales page where you have more opportunities to persuade. Otherwise your newsletter will be about as welcome as those telephone sales calls that disturb your evening meal!
I saw a very attractive newsletter recently. It had lovely graphics, was amusing and well written. But it was also confusing because there were too many options to choose from. In this situation a lot people will wait until they have more time to explore all the sections and click on all the links. Unfortunately, the chances are very high that they never actually get around to it, and your newsletter will eventually be deleted unread. Keep each publication focused and limit the options in each issue, if you want to increase the response rate.
