ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Replace Dull Newsletters With Engaging Email Content

Updated on May 21, 2020
Imogen Caterer profile image

Imogen wrote dull newsletters for years before finding better ways to market

Newsletters That Do And Don't Work

Most of us can relate to the sinking feeling when receiving corporate emails. The newsletter that talks about how amazing a specific company is, but does not relate to us at all.

It is a common problem in marketing. Businesses often think marketing is all about them and not about the customers. It is very easy to do that if you are an employee or a business owner. Your world is surrounded by business. For your customers that isn’t true. There world is about what is in their world and you need to speak to it.

Take for example, the Institute of Chartered Accountants of England and Wales (ICAEW) mailing list as the 2020 pandemic hit the United Kingdom. Articles swiftly appeared on the UK’s furlough scheme. This could be expected, they often look at the Chancellors statement.

But they also covered home working. Just as many accountants needed to head for cover. They were addressing their members needs (and the needs of other accountants and businesspeople on their list). I immediately recommended them to one of my contacts.

Those are practical examples. But there are subtler ones. What newsletter do you read? What attracts you to them? Do they inspire, do they motivate? Do they have humour (or humor, if you live in the USA?) What attracts you to read them? Or what newspaper columnists do you like to read? Why?

Making Email Updates That Work

Now, directly translating what you like into the newsletter you publish may not be appropriate. Humour may not be appropriate for certain businesses. For some lawyers, for instance, it would be inappropriate and not in line with their brand.

However, inspiration, motivation and industry comment will nearly always work. Though, possibly not the balant motivational quote. That will work with some businesses but not others.

You’ll also find you’ll write you own way, and that may not come out as humour, even if you intend to humorous.

Getting some character in that reflects your brand while speaking to your customer That will get your newsletter not just read but shared.

Every now and then you will get someone who unsubscribes. I know someone who used to curl up in a foetal position when they came in. He hated the feeling of rejection. Now he understands that’s just someone in their world deciding that his newsletter was not for them at the time. Nothing personal, people’s lives changed.

A few months back he shared a one-star Amazon review of his book on Facebook because he found it so funny. Though tough at first, you can certainly get over an subscribe. It isn’t personal. Keep writing. Keep honing your skills.

So, in summary, turn your skills outwards. Look outwards. What do your customers need? What are they like? How can you add something to their day? If you do that consistently you will get more opens, more reads and more customers. Given the low costs of email marketing, you may not need that many customers to make emailing marketing extremely profitable if you speak to your market.

This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://maven.io/company/pages/privacy

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)