Reason# 1: Your newsletter isn’t helpful
As an email marketer you should know that your content has to be useful or it won’t get read. Write something useful, helpful, but avoid being self-promotional in every newsletter.
Reason #2: Your message isn’t particularly compelling
Your message doesn’t show up in your writing, and that means your writing doesn’t really convey how you feel.
Reason # 3: You’re not telling stories
Your newsletter need not to be perfectly organized and structured articles. Stories are a great way to create newsletter. Start with stories about your clients. Write about what you’ve experienced in your industry and your thoughts about it. When you’re trying to elicit response, nothing gets your readers
engaged like the color and drama of a good story.
Reason # 4: You have a half-hearted call to action
You have to be pretty clear what you want your recipients to do. Do not hope your customers will act on their own. And customers mostly don’t — You need to tell them. Do you want them to click on a link? Tell them to click here (and also tell them why). Do you want them to buy? Tell them. Of course, it won't work if you’re a complete stranger.
Reason # 5: Your don’t send newsletter consistently
If you’re going to write a newsletter, then you’ve got to have a publishing schedule. You have to promise your readers that your newsletter will go out once a month, or twice a month or three times a week — whatever it may be. One of the big reasons for the lack of response is that your newsletter is a stranger to your readers. You can’t send them a newsletter whenever you feel like it and hope they’ll respond. Response is directly related to frequency.
Summary
- Pure self-promotion won’t work — make it useful.
- Your tone of writing is critical.
- If you can’t get your head around structure, use customer stories.
- Don’t be half-hearted about promotion — give a strong call to action.
- Without consistent frequency, your customers will forget who you are even if you do everything else right.
