The fact that website owners use newsletters to engage their customers is no longer a secret. This has been proven as a great way to build a good relationship with your customers or anyone on your mailing list contact. Sending a newsletter is simple, but making sure people read it is not. As you check your newsletter’s analyses, you would often find the open-rate is way lower than the delivered-rate. And don’t get us started on the click-through rate. This indicates your newsletter is not doing what it’s supposed to. Whether your customers are ignoring it or it simply doesn’t reach them in the first place, it’s still a big issue you need to fix. So, what’s going on? Why isn’t your newsletter being read?
You send it too often
This is the most common mistake made by website and business owners. The idea of sending a newsletter is to gain attention which later on followed by engagement. However, sending too many newsletters or too often might end up annoying your customers. It’s no different from sending your colleagues a text message. Once is considered caring. Two or three times are thoughtful, but over and over again every single day? That’s excessive.
Scheduling your newsletter is an important part of your business strategy. Make your newsletter exclusive. Once a month is a save number. It’s enough to remind your customers to revisit your website without compromising your exclusivity.
You’re in the spam folder
Another reason you don’t want to send your newsletter too often is to avoid getting reported as spam. Once your customer marks one of your newsletters as spam, your future newsletters will be sent directly to their spam folder. And if more customers flag your emails as spam, the bigger the chance you’ll be marked as spam by the email platform itself. This will affect not just your current customers, but also your future mailing list contacts. Sadly, it’s like digging your own newsletter’s grave.
The email subject is not engaging enough
Since the newsletter becomes one of the common tools used by website owners, your newsletter is competing with others in your customers’ inbox. So, it is important to create a subject that will catch your customers’ attention. Instead of writing a simple subject such as “Our New Products in December”, write something more inviting like “Ready for Christmas parties? Here’s what you need to have!”