- Marketing needs a Storyline, not rogue Chapters: Hardly any subscribers have your newsletter high up in their to-do list that they would want to drop everything and read it through he moment they see it. Also, if there isn’t enough content or if a particular theme hey enjoy isn’t there they probably will give this one a miss. However, if we take a cue from e-commerce on managing attention and interest a longer range perspective like a “most popular articles” or “Last month’s favorite post” “Archives” or even a tiny “ View similar stories” can make the subscriber feel like there is so much more than the current edition. This improves current newsletter’s experiences but also reminds and reinforces the reasons why they subscribed and that your newsletter is still valuable for those reasons and more.
- Supply meets Demand: Across businesses, there are some products and services that are easy to t provide (think Professional Cat Cuddler at PetCo,) but aren’t real ventures because there isn’t an audience for them. Similarly it becomes absolutely important that you actually research what the audience you have chosen and acquired likes and dislikes amongst all content types you include. Over a period of time, there should be more and more of stuff people interact with, if you want the subscribers to appreciate your newsletter.
- How much news is too much news? Whilst it may sound absurd to have an annual digest of a newsletter, one of the biggest reasons people unsubscribe is often the repeat communication starts getting intrusive and too much hassle to deal with. Imagine calling a subscriber from the list and say “Hello Mr. Smith! No pressure, but we send you a newsletter every week and you have not read the last 5! Would you please read them now, or at least the latest one?” The answer is no. Find the sweet spot between being gone too long and overexposing the newsletter, and give users to choose the frequency the receive newsletters at
- Opt-in is ever important: Ever wondered what goes into a viewers mind when there is an Emailer or a newsletter they don’t remembering to opt-in for? Things head straight to an Unsubscribe, Mark as Spam or plain ignorance. That’s because when you included those default active check boxes on the registration form of your product they didn’t know you are being sneaky about their consent. Viewers and readers really appreciate only those newsletters that comes with active opt-in, more so in case of recurrent newsletter. This is a major reason why buying databases is often a bad idea.
- Keep it mobile friendly: Due to high mobile focus from content creators, aggregators and consumers, it’s becoming pretty much a norm that not being mobile-friendly will not give your newsletter a thumbs down. If you are just turning static images into an e-mail you are headed for disappointing a majority of subscribers today and that is the case with every aspect of the newsletter marketing ecosystem
So that’s all for today’s quick article!
Let us know what you feel and do try out a few simple newsletter designs below