Sometimes when people decide to start sending an enewsletter, they poorly understand key processes, overlook critical elements, or are unrealistic about the logistics of email marketing.
Here are some hard lessons we’ve found out:
1. It takes real work to prepare and send an e-newsletter
People aren’t as good about sending their enewsletters as they think they will be. Many of our clients set out with a hefty goal to send out a newsletter once a month or even once a week. However as deadlines and life get in the way, the newsletter gets put on the back burner. If you’re running a small business or getting a startup off the ground, there isn’t much time for writing.
Frequently, newsletters start out strong, but then are sent less and less frequently once the writer has run through their initial topics.
This is why it’s important to set realistic goals for yourself and to stick to the deadlines you set for yourself. Some clients find it’s helpful to work with a writer to help contribute to the newsletter or to write it entirely. (That is why we started our Full Service e-newsletter service)
2. People forget about you if you stay out of touch for too long
Once a long time lapses between your newsletters some of your subscribers will forget that they had signed up to hear from you, and your unsubscribe rate will increase.
Make it a goal to get out your newsletter at least once a month. Staying on top of your customers mind is likely a key reason you started sending these emails in the first place.
3. People will unsubscribe
People unsubscribe either because your content doesn’t fit with what they are looking for, or the frequency isn’t jiving with them. It’s OK to lose people, and it should be expected.
Keeping a clean subscriber list can help with this. Then you are sure that the people receiving your emails really want it.
4. Emails will bounce
Don’t freak out. Sometimes bounces happen because of simple things like full email boxes or email addresses that aren’t valid anymore. You can help keep your bounces low by giving your subscribers the option to update their email in a subscriber settings page.