Stop monthly newsletters: Learn how to make the most of your email list

By Jessica Foster

Your email list is one of your most prized possessions.

With users becoming increasingly skeptical of subscription pop-ups and “freebie” opt-ins, getting people to join your list has been difficult for business owners and marketers alike. Once you find a method that works and can grow your list over time, you want to be sure that you are putting that list to good use.

Unfortunately, you may be finding that your monthly newsletters or even weekly updates are ending up dead on arrival. That is, open rates on your emails are low, click-throughs are even lower, and you don’t see near the number of sales you expected.

The “aha!” moment here is that your email marketing, like every other channel, involves a strategy. If your approach isn’t research-based or purpose-driven, you are sending stale content to a lukewarm audience (at best), and aren’t making the most of that fantastic list you worked so hard to build.

Let’s chat about how to take a more intentional, strategic approach to email marketing – and say goodbye to those monthly newsletters for good.

You love your email campaign, but it’s just not working out

If you don’t know why something is broken, you won’t know how to fix it.

But before you even jump into that, there’s a very crucial first step that you need to take: acknowledging that it’s broken in the first place.

If your open rate is high and you are raking in the dough, then, by all means, move along. But if one or a few of your metrics leave much to be desired, then you’ve got a broke email campaign on your hands.

The evidence of this should be in the data. No matter what platform you are using, you should be tracking opens, clicks, conversions and more. If you’re not, then you won’t know what is working and what isn’t. If you don’t know how to measure this, contact a content marketing or digital marketing pro to help you.

Having the data right in front of your eyes will be the “proof in the pudding” you need to know that your email campaign is broken and that something needs to be done. Whether you are writing emails yourself or working with a copywriter, you need to be sure that you are getting a return on your investment (whether that’s time or money).

Once you acknowledge that it’s not working, it’s time to ask the big question: Why?

Why your monthly newsletter isn’t working

Sorry to disappoint, but there is no one clear answer to this question. There can be many reasons why your emails are falling flat.

Overlooking any technical issues that may be related to the platform you are using, let’s focus exclusively on messaging. Whether you are sending monthly newsletters or have crafted a more robust campaign, the reality that your emails are not converting is most likely due to content.

Think of any time you have gone to your inbox and have seen an email from one of the brands that you follow.

What makes you want to …read more

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