Here’s the deal, email newsletters can be boring.
The majority of them are designed like traditional, print newspapers with headlines, images, and long text paragraphs. The newspaper industry has been in a steep decline for the last decade thanks to the ever-growing popularity of digital news and social media.
We also don’t read digital content the same way we do print.
We grab newspapers, magazines, and books on a flight, in the doctor’s office, and when we finally have the time to sit down and really read. Keyword: time.
Today, people don’t have the time to read much of anything in one sitting like they used to. Now, we get our information in quick bursts, and two-thirds of American adults get their news from social media.
In this digital age of tweets and snaps, content that is concise and engaging will always trump content that is drawn out and stuffy.
The same applies to email.
Email newsletters usually try – poorly – to self-promote, sell, entertain, and engage in conversation all in one email.
Think about it: what would you rather read a long, self-promoting letter or a short and engaging note that is actionable and personalized to you?
It’s time to rethink the newsletter.
Instead of sending a monthly or quarterly email jam-packed with content, think about sending a brief, weekly email that features your most interesting or entertaining content.
Carefully craft an email with an intriguing subject line, preview text that teases the reader, and more importantly, articles that link back to your website or social media pages. Give your subscribers just enough information in the body of your email to pique their interest so that they click, “read more.”
You’ll be able to engage your audience more effectively by emailing them once weekly with interesting, relevant content instead of bombarding subscribers with an overwhelming newsletter with all the information you have to share from the past month.
After all, you want to add value to your subscribers’ inboxes. You can’t afford consistent unsubscribes just because your emailing marketing strategy is stuck in the past.