They don’t. Most people get too many emails a day to read another boring newsletter.
Think about the number of emails you receive on a daily basis. 25? 50? 100+? Which ones do you end up reading?
That’s why email open rates are never very high. Nobody wants to read long articles about your industry. They just want to get through their emails, get to the important stuff, and get to “inbox, zero” every once in a while.
Email is a life drainer.
Most newsletters will go directly to the “Spam” folder. Or worse, someone will hit the “unsubscribe” button and the list that was painstakingly grown suddenly begins to shrink.
It doesn’t have to be this way. A newsletter doesn’t have to be a snooze fest. It’s really not that difficult to write a newsletter that subscribers want to see in their inbox.
I actually have several newsletters that I love to read every week (or every day, sometimes). But I’m amazed at how many newsletters simply don’t take the time to understand what I care to read about. Most people have a special folder they place useless newsletters. I’ll be you do too.
Writing a good newsletter isn’t hard.
All it takes is spending a bit of time to understand your audience. If you understand what motivates them, what they care about, what scares them, how they want to be entertained, just to name a few, you’re well on your way to writing emails that people actually look forward to.
And if your list is excited to open your emails, that means you’re that much closer to revenue. It’s not that hard when you stop and think about it. Just write emails people want to read.
Here are some questions I ask before I start writing a new newsletter. This is just a list off the top of my head. Every newsletter requires a slightly different approach, and therefore different questions. Your newsletter won’t be too different though.
- Where do your customers live?
Their geography dramatically affects how they want to have a conversation.
- How old are your customers?
Generation X will not listen the same way that Millennials will.
- How much education to they tend to have?
The difference between a graduate degree and a bachelor’s degree isn’t just about income.
- What emotional value does your business provide them?
This has nothing to do with what you sell, but it has everything to do with how your product
changes someone’s life.
- What are they scared of, and how can you supply comfort?
Be the person that makes them feel good, and do it reliably.
- What are they dreaming about achieving in the next year?
And how does your business get them closer to achieving it?