You choose your subject lines according to a strict list of best practices
CMOs and managers, listen up: If your open rates, click through rates, and social sharing have plummeted, it might be time to test out a different approach.
A/B test your email newsletter subject lines, and note what works for your audience. While best practices may dictate the “rules” about how long your subject lines should be, what words to use and which ones to avoid, remember that they’re just guidelines and are no substitute for A/B testing. It’s valuable to know what your particular audience responds to, and the only way to do that is to try out different tactics to see what works.
Your email newsletter is syndicated too often
Here’s an eye opener: the number one reason people unsubscribe from email newsletters is because they’re sent out too frequently.
How often you should send out your email newsletter depends on what you write about and who your audience is. Monitor the metrics on your open and unsubscribe rates and test our different mailing intervals to see at what point you start to tick off your subscribers.
The best solution is to give your subscribers some control over the email frequency by allowing them to choose how often to receive communications from your company.
Your content is a thinly veiled attempt to sell me something
Is your content witty, informational, and fun to read? Or is it self-promotional, long and wordy, and boring? The reason you’re investing in email marketing is to improve your bottom line, but you need to approach it as an indirect marketing strategy that adds value to your brand, not a direct sales strategy.
Even if your subscribers want to buy from you, they don’t like being hit over the head with obvious advertisements for your products and services.
There’s a word for emails from companies that contain annoying sales pitches time and time again: it’s called “spam” and not only does it go directly in the trash without being opened first, but it also makes the subscriber start to hate your company.
You write for “leads”- not for people
If you want people to open your newsletters emails, you need to give them a reason to do so. It’s important to ask yourself, “What value am I providing my subscribers? Why would anyone want to read this?” Offer them something of value, and they’ll be more likely to form a positive view of your company and be more inclined to want to buy from you.