Keeping Email Newsletters Relevant

Writing by Brick Marketing on Wednesday, June 18, 2008

All too often, email marketers turn their email newsletters into sales pages, which tends to turn most readers off. How many email lists have you subscribed to, expecting to find yourself reading useful information only to find that there are just links to products? Even with coupon codes and discounts, people want real information, not just advertisements.

Karen Skidmore says it very well in her latest blog post:

Email newsletters are incredibly powerful marketing tools – but they can also be the quickest way to turn your customers off.

When someone has given their permission to receive further information from you, the last thing they want is to be bombarded by sales messages. An email newsletter by its very wording, is a “news” letter NOT a “sales” letter.

Is your email newsletter a sales letter? If you find that monetization has become more important to you than actual content, it might be time to reevaluate the purpose of your newsletter. If you want to write ads, that´s fine, but be careful not to lead your subscribers on and lure them onto your list with promises of quality information only to pull a bait and switch later, this will only result in a loss of subscribers.

Category: Email Newsletters

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1 Comment

Made Thursday, 19 of June , 2008 at 6:49 am

I agree with this wholeheartedly. Having built successful businesses on both sides of the Atlantic before turning to helping others develop business success I know what it takes to turn clients into your best referral source.

Clients will refer you if they believe that you have credibility and expert knowledge in your field. An e-newsletter is a great way to demonstrate this and its also incredably easy for the client to pass on - which could be the first step in the referral.

At DeMystify Your Business we are huge fans of the e-newsletter and talk extensively about them in our latest free e-Report - The top 21 Low and No Cost Ways to Market Your Business. Click here for a copy.