I’ve taken time away from researching email marketing and have been concentrating on newsletters. I mostly subscribe to those from email marketing companies, but I’ve also included those for my hobbies and local interest. In normal circumstances I open around 70% of them, and have built up quite a knowledge of what makes the difference between must-read and unsubscribe.

Hyping your own company

I’ll let you into a secret. It must be a secret as, it seems, few producers of newsletters know this. I don’t particularly care about your new recruits, your redesigned offices (that’s an actual article!), your industry award or what your CEO’s hobbies are. It is, as you can see, all about you. It’s an unsubscribe generator for me.

On the other hand, it’s not about selling

Quite apart from the legal aspects of using a newsletter as email marketing, it’s prime purpose is to build a relationship with your subscribers. I like gossipy, having a ‘bit of a laugh’, seeing the company’s human side. A relationship builds trust. Using ‘we’ convince me you share my interests and problems. Sincerity works for me.

Insights

I really enjoy information that is not readily available online, i.e. without a lot of effort in Google. The feeling of ‘I didn’t know that,’ is one which will ensure I open next month’s newsletter. One problem is, we don’t know what we know that’s unknown. I think. 

What will affect me

I expect any change of conditions, procedures and pricing to be sent to me via email with the Subject Line explaining what it is about. By all means summarise it on the newsletter, but if it’s important let me know instantly. If it’s not, then why bother?

Early warning

If you have just scheduled and event, giving me a ‘heads-up’ before it’s published on a website automatically makes me feel a little bit special. Don’t overtly sell it. It’s not a marketing email. 

What’s interesting

Coming up with ideas for articles is a common problem but you need to ensure your readers continue reading. You are after similar people to those on your email marketing list so look for subjects which will fascinate them. You might lose some subscribers, but you will keep the ones who you are targeting.

Trending

What’s new is often interesting. If you’ve kept your ear to the ground about all matters that affects subscribers, it makes for a riveting to read. It also makes me, and other subscribers no doubt, feel included; the feeling of ‘look what someone in the know told me’.

Keep it short

I haven’t got the time to read 5000 words on epicyclic trunnions, despite the subject-matter fascinating me. On the other hand, I like in-depth coverage of a subject. I’m happy to click through or to await the following issue. That’ll keep me glued to my inbox, where I will probably see your latest marketing email.

Make it entertaining

Many newsletters are dire. Copy is occasionally pulled from marketing emails. Do me a favour.

Newsletters can be productive, both in leads and in relationships.