Is No One Reading Your Email Newsletters? Here’s Why

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By this point you probably already know that email is not dead. In 2017, 59% of marketers considered email to be the most effective channel to generate the highest revenue.

But email newsletters? That’s a whole different story.

At first, email newsletters were a great way to engage people with your brand.

You’d send an email every month or week about the latest happenings with your business. As a result, your customers would be more engaged and your profits would increase.

Today, that’s not the case.

If your business is still sending emails from the same outdated newsletter template, you’re probably wasting time and money.

Let’s take a look at the reasons why.

  1. The way people interact with online business is changing

Because of this, the same old email strategies simply don’t work. For example, today people often become familiar with brands through social media.

Your customers don’t need an email that tells them about your company’s annual Christmas party. They’ve already seen the post on Instagram or Facebook.

  1. Your customers already believe in your products

If a customer is subscribing to a product or donating to a non-profit, they believe in what you’re doing. They don’t need monthly reassuring.

Sending an email about all of the latest happenings at your company may seem like a great idea. But here’s the thing: Your customers probably don’t care as much as you think they do.  

  1.  You’re not focusing on your customers’ problems

With so many distractions today, a generalized newsletter will likely get lost in the shuffle. Your customers want to know that you’re aware of their pain points and that you have the ability to help solve them.

The solution to sending better emails is to make sure your emails have laser focus and deliver  value to your customers.

Educate customers first

Instead of a newsletter, a proper email nurturing campaign develops a worthwhile relationship with your target customers.

Digital sales expert Jeff Molander states, “The best way to generate leads with email is to deliver ‘results before the sale.’ Educating potential buyers but also proving you can deliver results before buyers invest.”

He goes on to say, “This creates confidence in your brand and the customer. Confidence that makes buying the next logical decision.”

Give your customers real proof

Offering a strong testimonial message and asking the customer to buy an additional product or give an additional donation is very effective. According to Big Commerce, 72% of people say that testimonials and positive reviews help them trust a business more.

Below is a great example from Woolrich showing how testimonials can engage people with your company and drive them to action.

Have one prominent call to action (CTA)

Email newsletters often lack a clear focus and cover too many topics. On the other hand, one specific focus and CTA in your email will drive people to the desired result.

A study by Whirlpool showed a 42% increase in clicks by creating a single, clear call to action.

Unlike many crowded email newsletter formats, the email design below directs the eye to the prominent CTA.

In conclusion

Just because your email readership has gone down, doesn’t mean that you can’t revamp your strategy.

Get specific with your emails. Make sure that every piece of your email offers some sort of value to your consumer. And most of all, stop sending that same old newsletter to your email list.

Want to learn more about how you can use your time and money more effectively? Download the 10 Ways Businesses Waste Thousands on Their Website & Marketing eBook here.

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