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martin obern marketing: marketing moment

10 reasons why your newsletter will not get read.

Newsletters are great. I love them. They give you a good reason to keep in the top-of-mind of clients and prospects while building your credibility as an expert in your particular discipline.

That's the good news. However, there's a downside - you knew this was coming didn't you, after all, you've read the title.The downside is that most newsletters don't get read. Here are 10 reasons why:

1. They're boring - You've read them - they prattle on and on about themselves saying, we this and we that. In fact there's so many we's you'd be forgiven if you thought you were in a busy public washroom.

2. They're too long. - Keep it simple. Offer just one topic - readers of on-line material are impatient. They want instant information, so deliver your message succinctly - no more than 400 to 500 words maximum.

3. They're published infrequently. Stay in the top of mind of your reader but don't inundate them with content that reflects the first two points. More to say? Publish more frequently. Total maximum is once a week - more and you'll start to annoy.

4. They provide no value-added content. Deliver in your newsletter something that the reader can really use. Information that's relevant to their needs or to current situation. This is a sure fire way to generate interest in what you have to say.

6. The newsletter is a blatant advertorial. Frankly, there's nothing more off putting. Remember the news part of newsletter. If you want to advertise your product or service - create an advertisement.

7. Delivering your newsletter as an attachment. If you do, 70% of recipients won't open it. I.T. departments of larger organizations are very cognizant of attachments that contain all sorts of nasty things which could cause havoc with their systems, interrupt valuable nap time and make life miserable.

Incredulously, some people can't open attachments or just can't be bothered. If you have something to say and wish others to read it, paste the contents in your email - (remember that you're writing succinctly - point 2). Or use one of the newsletter publishing services that are available. Most are very good and quite affordable.

8. Poor subject lines. Make sure your newsletter is properly identified in your emails subject line - you don't wish to be accidentally deleted. A good example is: (From) Elizabeth Fudge | Fudge e-newsletter (Subject) How to fudge it for the summer.

9. Fails to create a continuance. Billboard your next newsletter. Magazines are good at this - tell your readers what to expect in your next offering - create some excitement and anticipation. Who knows. they may actually read it!

10. Doesn't ask the reader to do something. Encourage interaction. Download free information, point them to a useful website, offer a free seminar, invite feedback (a wonderful source on fresh content for future use). Let your reader buy into your newsletter and create a loyal following.

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