In this article I will tell you about the reasons why many newsletters do not bring the desired result, and will share tips that will help make them more effective.
Absence of onboarding
Regardless of when the user subscribes to the newsletter, he receives the same information and at the same time as the rest of the readers. Place it in the flow of content – this is the easiest way, but certainly not the best.
A new subscriber needs more information. How did your company develop? How can you help him? How to use your service? The answers to these questions are a long but sure way to form a loyal audience. Beginners need a simple instruction that will help them to get into the business as quickly as possible.
Interaction with new subscribers should begin with welcome letters that will help achieve the following goals:
- Create a good first impression. A beautifully designed welcome letter can increase brand awareness, introduce the user to the company and current offers.
- Show the value of the mailing. Tell them, with what frequency and what information the subscriber will receive from you. Focus on the usefulness of the mailing.
- Continue the dialogue with the subscriber. With the help of welcome letters you can tell about all your capabilities and about the quality of the services provided.
- Return the potential buyer. The purpose of your mailing is not only to create warm, friendly relations with the client, but also to encourage him to buy, as well as increase the conversion.
Excellent examples of welcome-letters can be watched from big companies, there for a long time understood the effectiveness and necessity of onboarding.
For example, AirBnb gives beginners a little instruction on how to use the service:
No communication between audience and content
As advertiser Bob Hoffman said:
“Modern marketing is wrong, thinking that consumers want to interact with brands, want to have some kind of relationship with them.”
People subscribe to emails for information that will help them succeed in professional or personal life. Irrelevant messages remain unread.
That’s why marketers should not perceive e-mails as a sales channel and send newsletters, focusing only on their needs, not taking into account the wishes of subscribers. You should concentrate on a specific user experience and deliver the relevant content important for the subscriber.
Make sure that the contents of your emails are what your subscribers need. Otherwise, your messages are doomed to failure.
The mailing list is the key to loyal readers and, accordingly, to the success of your business. People need to understand when to wait for messages, otherwise your results will be extremely controversial. If you plan to check the message subject or calls for action, the dispatch time is that variable that you need to consider.
Notify users of the schedule during the subscription. If you promised to send letters every day, then keep your word. If you are obligated to send one message per month, it is better not to break promises.
Send messages, even if you are not asked to
Surely you know the situation where when registering for a webinar or downloading an e-book, you in addition to the necessary content begin to receive spam with materials that you did not ask. It’s annoying. According to statistics, 49% of consumers who had a negative experience of interaction with content, say that this seriously affected their confidence in the brand.
Remember: interaction with subscribers is a privilege, not a right.
By giving them a choice, you show respect for their needs and create trust. In the future, to maintain it, you will need to offer the content that your audience expects. If you send a newsletter to those who did not subscribe to it, you destroy this trust.
Respect your subscribers, send out valuable content for them, and then success will not keep you waiting.