Create a monthly newsletter people actually want to read
When creating email templates or newsletters to send out to your email list, like all online activities, you must keep your audience in mind. Think about when you scroll through your emails. What do you ignore? What are you prone to click on? What do you unsubscribe from? What emails always grab your attention? Unless you have way too much time on your hands and read every piece of mail that comes across your inbox, you probably know exactly what we are talking about.
Respect your audience’s time. There’s often a very direct relationship between respecting people’s time and achieving the reads and clicks that you want. If a person signed up to receive your emails they know who you are and why they are getting your emails.
Don’t waste time on additional content such as:
- Contact us: they know how to contact you. They can simply reply to the email to contact you. Anyone that knows how to use email will know how to do this.
- Opt-in: they already opted-in to receive your emails so you don’t need to keep asking
- Forward to a friend: Again, if your audience knows how to use email, they will know how to hit forward. When was the last time you pressed a “forward” button instead of just pressing forward in your Gmail, or whatever email client you use?
- Pictures: you want to remove any visual cues that this content is just “marketing fluff” People are more prone to read a regular, text email than an entire magazine or website, condensed into an email.
Monthly emails should reinforce what we think is important right now and what we think the audience should know. That’s it. Nothing else. What else needs to be reinforced on a monthly basis? The goal of an email should make your subscribers happy to hear from you, click on something if it interests them, and then go on with their day. Anything beyond what’s necessary will be detrimental to your message.