Nobody Wants To Read Your Email Newsletter
Everyone should have an email list, but no one should be writing email newsletters! Here’s why:
Why have an email list: It gives you access to a group of leads that aren’t subject to a social media platform’s algorithm.
If you’re doing it right, these people have opted in to hear from you, so you can continue to build your know, like, and trust factor by providing high value content to current clients, past clients, and future clients.
And you can take their contact information with you if you leave your current email service provider. (You can’t do that with Instagram, Facebook, or Twitter.)
Why nobody wants to read your email newsletter:
When people are in their inbox, they’re there to read emails. So, writing an email that looks like an email is a great way to meet people where they are.
It’s really hard to design complex emails that look great on all platforms. You have no control over how their email client is going to render your design, so it’s best to keep it simple. And sometimes people have image download turned off, which means your email needs to make sense without any images.
Even if they think they want to read your email newsletter, I guarantee that they will get distracted between reading your first linked article and coming back to read another one.
What to do instead:
Provide a high value lead generator (PDF, video series, etc.) to encourage people to opt-in.
Write short, friendly, single-topic emails that work in a text-only format. If you do include images, make sure they load quickly and that the email makes sense without them.
Have a lot to say? Break it down into an email sequence. This will give you more touch points over time, helping keep you top-of-mind!
P.S. Never spam. You need to have permission to be showing up in their inbox and make sure your unsubscribe is included in every email and works if they decide to leave your list.