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…

Email marketing (or e-marketing) is one of the most effective ways to maintain a relationship with your customers. When they signed up for regular updates from you, it was the first sign that they were interested in buying something from your site again. So, don’t waste that energy by sending them emails they don’t want to read.

Here are my tips to make sure your marketing emails make the points you want to make, and quickly grab the attention of your customers. Don’t sit in junk mail; be a must-read publication!

Think about your customers’ interests — and then be those interests

When you’re writing an email, put yourself in your customers’ shoes. Would you open an email that said “5% off your next cauliflower”?

Well, that depends, doesn’t it? On whether you’re really into cauliflowers?

Your marketing email list represents a diverse cross-section of individuals who are brought together by an appreciation of the products you sell or the services you provide.

Bearing that in mind, think about what it is you give to these people that they like. What is it about your brand, your products and your online persona that brings these people together? Once you’ve come up with your answer, all you have to do is give it to them!

Get to the point!

Everyone knows email newsletters are selling something. The difference between an email newsletter that ticks a box, and a great newsletter your customers love to recieve, is the quality of the content inside.

You might not be surprised to know that people prefer receiving personalised emails — it makes them feel like you’re reaching out to them directly. But what also counts is relevancy, and getting to the point right away.

If you’ve got a great story to tell — perhaps you’ve got a brilliant review you want to share, or an upcoming special release — get to the point quickly and then elaborate later. In journalism, this is called the inverted pyramid, and it helps to make sure you’re hitting all your important information before you start noodling around with the extra fillings.

Come up with an incredible subject line

Your subject line is what sets you apart from junkmail. When your customer swipes open their emails on the morning commute and sees 17 unread emails since they left the house, which do you think they’re going to read?

● The ones specifically relevant to their interests

● The ones that sound important

● The ones that seem like they’ll be a diversion

● The ones that are impossible to ignore.

How can they tell which emails are going to fulfil at least one of those criteria? The all-important subject line. The urge to be cryptic and clever is strong, I know, but follow these rules and you’ll create a great subject line every time:

● Use power words

● Make promises (you can keep)

● Be simple and effective

● Use actionable words — in other words, use verbs rather than passive language

● Tease and pique curiosity.

You might also want to try A-B testing with emails that have “sale!” or “special offer!” in the subject line, and those that don’t. Often these can be filtered into spam or junk folders by email clients. Give it a go and see what works for you.

Need some support with your email marketing? I can help. Send me a message today and let’s work together to boost your sales.

Until next time…

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