Seriously, though…why is no one reading my email newsletter?!
I don’t mean mine. I mean yours.
The above is a question I get asked a lot as a copywriter.
If you’ve built up a healthy mailing list, but the people on it don’t seem to be engaging with the stuff you send them, you may as well not bother. You’re just wasting your time - and theirs.
I know that’s a bit blunt, but I’ve learned the hard way.
I write marketing copy day in, day out - but I struggle to write my own newsletter. Maybe it’s because I’m ‘too close’ to it; maybe it’s because my mailing list is made up of a ‘hard-to-market to in a single email’ mix of clients, would-be copywriters, and friends and family.
I don’t always have time to write multiple versions of my monthly (or often bi-monthly, if I’m really busy) email, so I don’t - and I try (and fail) to hit the mark with content that makes everyone on that list sit up and take notice. Let’s face it, my Mum and Dad LOVE my email - whatever’s in it. I wouldn’t expect anything less.
My friends tell me they like it, because that’s what friends do. My clients might find some value in it from time to time, too - because it features a handful of hints and tips (and for free) on improving your website, or heck…even improving your email newsletter.
And would-be copywriters, they may enjoy it for the fact that it sometimes features a snapshot of my day-to-day life* as a copywriter - and who wouldn’t want to know that if they were also considering entering the industry?
Hint: it often involves a slice of cake or three.
So, why is no one reading your email newsletter? Here’s what I’ve learned…after much trial and error, because, yes, I write content for a living, but long copy - for websites, blogs and such like - is my forte. Snappy, clickbait-esque, subject line-driven content isn’t. Well, not always.
But the following will help you no end:
Segment your audience - In Layman’s terms, this means splitting up your mailing list by ‘type’ of subscriber - in my case, friends and family might go in one; clients in another; and would-be copywriters in a third. Once you’ve segmented your audience, you can create content that’s perfectly targeted to them, thus creating a higher level of engagement. What that means to you is comments, shares, maybe people parting with their cash for your product or service. Have a look at the analytics section in your email newsletter platform of choice for some insights. If you haven’t yet started sending e-newsletters to your customers, I recommend Mailchimp - as it’s easy to use and free, too, providing your mailing list isn’t too massive.
Add Value - Once you’ve segmented your audience, ‘give the people what they want’. No one wants to hear about you - and how you’re ‘so proud of the awards you’ve won’, etc, etc. They want to know why the fact you’ve bagged that award will benefit them. Instead of saying: ‘we’re raising a glass to our latest trophy’ - why not say: ‘You - our loyal customers - have helped us continue to do what we do. As a result, we’ve won this trophy, so we’d like to thank you by giving you 10% off your next spend with us.’ You know…that kind of thing. People don’t always want deals, though, they just want to know what’s in it for them.
Track, Track, Track - Don’t just blindly send out your e-newsletter without giving its level of engagement a second thought. Once it’s out there, monitor its response via that analytics section - see what customers clicked on and which parts people didn’t like so much. If you include clickable links - to your site and elsewhere - in your email, you’ll have an idea which bit(s) of your content attracted the most people. If something worked, ask yourself why. If something didn’t, don’t dwell - move on from it; learn from your mistakes. e-marketing’s a marathon not a sprint. So grab your running shoes and slather your feet in talc.*
*Nah, don’t do that. It won’t help a jot where content is concerned.
But do try things - and if it doesn’t work, take it on the chin. Once you’ve hit on the magical email marketing formula - i.e. the content that gets people clicking on your content like it’s that proverbial hot cake - you’ll have a better understanding of your customers and your company.
Want a freelance Yorkshire copywriter to write your email newsletter? Say hello via my site.
Until next time…