My promotions inbox currently has just shy of 20,000 unread emails.
Most of them are coupons, sales alerts, and the like.
But I’d wager at least 25% of those unread emails are newsletters. I just can’t bring myself to open them, and while this is anecdotal, I know plenty of people who say the same thing: there’s just too much noise.
That’s not to say email marketing isn’t valuable though! The tactic has incredible ROI when done correctly, and in some cases yields a 42:1 return on investment.
So if you’re wondering how you can create an email that people want to read, I have some advice for you. Let’s take a look.
#1: Know What You’re Up Against
HubSpot, one of the world’s leading marketing companies, took some time in 2020 to see how effective their email marketing really was.
The result prompted them to completely revamp the way they approached email marketing.
Because they found that nearly a third of their audience wanted less email — among other issues.
And when you consider that most people are subscribed to an absolutely ridiculous amount of brands, emails, and newsletters, it’s worth considering where your email marketing fits in.
Your newsletter has to compete against a lot of other businesses, messages, and your customers’ daily lives. You’re up against a lot, so make sure you have something good to say.
#2: Don’t Try to Win Over Everyone All The Time
I’m trying to draw your attention to hard truths in this post, because you need to be aware of them to fully write effectively.
So here’s the truth: even some of your most dedicated, long-term customers will hate your marketing (including your email newsletter).
That doesn’t mean they don’t love your business, or want to be a patron. It just means that you can’t satisfy everybody all the time. Write accordingly.
#3: Really Care About The Content
Last but not least, I highly encourage you to consider your own emotional devotion to creating content in your newsletter. Let’s unpack that statement.
One of the ideas that I constantly carry when creating content is a quote from Robert Frost:
“No tears in the writer, no tears in the reader. No surprise in the writer, no surprise in the reader.”
I’m not saying you should be crying while you write your newsletter. It’s likely incredibly rare that sort of emotion would be needed — but the principle is sound. Your readers should be able to feel your level of engagement in your business, the words you say, and your ability to meet their needs.
Is that a lot? Yes. Is it achievable for your email newsletter? That’s worth asking yourself.
At the very least, I hope I’ve caused you to reconsider your approach to email marketing. It’s still an incredibly effective marketing tool, and in the right light, it can absolutely help your business stand out from the crowd.