Even the most experienced marketers can make mistakes (it’s OK).
If you do, the best thing to do is to admit it and correct it.
For example, I got an email yesterday from a top-notch internet marketer and copywriter. He said that he’d gotten a complaint that he was pitching too much, and offering too little content in return. He wanted to know (and I applaud him for this) if he’d lost his way. If so, he wanted to fix it.
Here’s how to tell if your email newsletter marketing has gone wrong.
Selling too much
People don’t sign up for pitches – they sign up for information. They want solutions to their problems: whether that’s how to set up a twitter account, how to earn more money, or tips for growing an organic vegetable garden.
Newsletter signups are giving you permission to talk (you did get permission, right?), but not to sell, sell, sell. There was one monthly newsletter, and then six or seven promotional emails. And, you couldn’t tell which was which.
Selling in newsletters, or along with newsletters, is fine. Just mix it up. As Dave Navarro said, ‘free, free, free, sell. ”
Little interaction
Do you answer your emails? I realize this can be tough if you get hundreds of them, but if your inbox is not that full, send out answers to reader questions. Heck, they could become topics (with permission, of course) for another newsletter (a win-win for everyone).
No extra incentives
If you want to sell more, give readers a reason to want to hear from you. Why not an incentive in the newsletter itself? Make subscribing special by offering something non-subscribers don’t get. Get raving fans.
- Special offers available only to subscribers
- First look at new offers
- Sign up for separate advance notice discount list
- Offers that are fun: the Leave the Office Early Day sale!
No product tips/success stories
- regular updates (in the newsletter) on success people have had
- tips on how to use the products for better results
Essentially, more engagement with the audience. Bring them in, share, interact.
Share your thoughts
What do you think? How do you handle your email newsletters? How often do you send newsletters? Marketing messages?
Image thanks to svilen001
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