If you don’t know why your newsletter exists, then you won’t know how to measure whether it’s doing its job, so you won’t know if it’s helping your business or not. Gr: you also wrote that a newsletter needs a reason for existing. In your opinion what are some reasons for a business to have a newsletter? Is there just one overall copy, or are there business-specific approaches? Jb: an inspired content strategist can come up with a dozen or more reasons to create and send a [great] Newsletter: to build warmer relationships with people; to increase brand awareness; to demonstrate thought leadership by curating and sharing the best content for x topic or industry; to offer value so that, when the time comes to sell by email, your from name is welcome in their inbox.
Newsletters should be considered, created, and gambling data india sent using the same business rigor we use for other marketing tactics. You wouldn’t run retargeting ads without a reason and without a way to measure their success. If you don’t have a reason to send a newsletter or a clue about how you’ll know if it was a success or not, don’t send one. Step back. Figure out your newsletter’s value prop and how that connects to ) your subscribers and ) your business – and then start the job of planning, writing, sending, and optimizing your newsletters for your business.
Gr: what do you think is the most frequent email copy mistake that marketers make? Our readers are always looking for specific patterns that marketers think are right, but might not necessarily be as good as they thought. Jb: the biggest problem may be trying to make a newsletter look, somehow, like a website. They’ll use a two-column layout with images squished into one side and tiny text squished into the other side; they’ll put a big banner at the top and find a way to stack three more banners at the bottom.