In short, the answer is No!
In 2018, over 20 billion emails were sent each day. This means that information through email is still opened, still read and definitely still seen. However, in order to make sure your newsletters are made up of great content and value for your viewers, there are a few things to keep in mind:
SEGMENTED CAMPAIGNS & DELIVERY
One of the biggest mistakes you can make when sending newsletters is “blasting”, or sending out a mass email through a platform that publishes all of the addresses it’s being sent to. This not only looks unprofessional but will cause you to have a lot of unsubscribers.
By using organic, segmented lists and a platform such as MailChimp or Constant Contact, it is more likely that your audience will not only open your newsletter but find something of value inside.
The content inside of your newsletter is key. This is what your viewers will read and hopefully stay subscribed for. When adding content to your newsletter, it is so important to remember that it is quality over quantity, as your readers probably don’t have a long attention span. Keep the content relevant for your business and valuable for your readers.
What might you include in your content?
- Promotions & Contests
- Tips & Tricks
- Articles from your blog
- Industry News
- Events & Activities
- Service Reminders
If you are adding links to your newsletter or importing a photo to add extra value, make sure that the links work and the photos appear correctly. There is nothing worse than having a customer click on a link that takes them to the wrong page, or worse, absolutely nowhere! Before sending out your newsletter, send it to co-workers around the office and ask them to test out links, give feedback on layout, etc. This will ensure only the best version reaches your viewers.
EXTRA TIPS FOR SUCCESS
There are always ways to improve your newsletter and grow your mailing list. We wanted to give you just a few:
- Do not include a pop up subscribe box on your website; no one wants to be forced into subscribing
- Send personalized campaigns to different list segments
- Add subscribing to your newsletter as a requirement for contest entries
- Give people an extra offer or coupon for signing up to your newsletter
- Remember that newsletters are a way to keep in contact with your viewers and customers, not a way to constantly sell
Newsletters are not dead, they’re simply an overlooked way to communicate with your audience. By thinking of newsletters as “email communication” you are more likely to fill them with valuable content and information that will keep people from unsubscribing. Use our tips and experiment with different layouts, content, and segments to see what works best for your company! It’s all about keeping in contact and providing nothing but value!