This post is a continuation of a topic I wrote about several days ago. That column focused on the (lack of) reader engagement with customer e-newsletters and what may be the root causes of it.
This follow-up post focuses on what marketers can do to improve their newsletters’ worth to readers. It boils down to addressing four main issues:
Too much e-newsletter content is “full of it” – People don’t want to read about how great the company is or other navel gazing-type content that’s completely company-focused. Instead, offer soft-sell (or no-sell) content that’s truly of value. Simply ask yourself, “If I weren’t an employee of this company, would I care at all about this topic?” This exercise applies equally to B2B and B2C newsletters.
Tired writing – There’s nothing more tiresome than a newsletter article that’s filled with corporate-speak or comes across as a patchwork of language from multiple sources. But this happens all too often. Sometimes it’s because the writer is overworked and hasn’t had sufficient time to source the article and create a compelling narrative. Perhaps the author is a non-writer. Often, it’s simply that the people inside the company love how the copy reads – tin ear or not. Regardless of the topic of your story, newsletter copy should have personality, and it needs to move. Otherwise, it’s your reader who’s going to move on.
Gaining an audience – Too many newsletters are playing to an empty house, whether it’s because of an opt-in audience that doesn’t care about you anymore, or from a total lack of visibility in search results or on social media. Build circulation through in-house databases, optimizing copy to draw in new readers via SEO, and promoting article content through social posts. Again, these prescriptions work for both consumer and business marketing, although the individual tactics may differ somewhat.
Neglect – It happens way too often: An e-newsletter initiative begins with great fanfare, but it doesn’t take long for the novelty to wear off. What starts out as a bi-weekly turns into a monthly or a quarterly, with gaps in between. Eventually the only thing “regular” about it is its irregularity. It’s surprising how many corporate websites show links to archived newsletters all the way up to 2016 or 2017 — but then nothing more recent than that. And we all know what that means …
Wrapping it all up, it’s worth asking this basic question every once in a while: “Is our newsletter any good?” The answer should be unmistakable — if you read your content with a completely open mind.
If you’re involved in your company’s e-newsletter initiatives, do you have any additional insights about what makes for a successful program? Please share them with other readers here.