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128. Nobody Wants Your Email Newsletter (and what to do instead)

#128 - Nobody wants your email newsletter

Reviewing websites is sort of a hobby of mine.

I know, random hobby.  But when you’re in marketing you are curious about what people are doing, especially if they are entrepreneurs.

I remember back in the day creating my first website, it took days – weeks maybe even months.  I can’t quite remember – but what I do remember after crawling up from sleeping under my desk, is that my business felt official in some way.

Websites have come a long way since then, but one thing remains true.  Your website is your marketing hub.

As well as your opportunity to open up a sales loop with potential customers.

But so many people are doing it WRONG!

85% or more of websites that I review have a form somewhere (usually hidden toward the bottom) that says “Join My Newsletter”.

HARD TRUTH —>>>NOBODY WANTS YOUR NEWSLETTER!

Yes, I typed that in all caps, because it makes me want to scream every time I see that form.

Consumers are smart and are getting smarter by the day.

The last study I read stated the average person has around 192 emails in their inbox every day.

That means you are competing with at least that many emails, maybe more with your newsletter.

This weeks episode dives into the 3 big reasons newsletters are hitting the SPAM and trash can and what to do instead

Listen to the entire episode for all the details. Or watch the video here.

Why don’t newsletters typically work?

People are busy.  They don’t have time to peruse a lengthy email newsletter.  They value their time and are going to spend it consuming information that entertains, educates, or inspires them.  Most newsletters don’t fit the bill.

What is the issue with newsletters?

Most newsletters go out once a month.  This means that most business owners take that time to throw out everything that is happening or has happened in their business in that one shot.  Typically they focus on you, your services, your latest news, etc.

You might want to take a seat for this . . . people don’t care.

Do you know what they care about?  Solving the issues that are keeping them up at might.  If you aren’t addressing that in your newsletter in a timely manner, they aren’t tuning in.  Lastly, most newsletters are lengthy and contain way too much information.  Most people tune out after the first two sentences and then the author wonders why no one showed up to their event or bought from their promotion. They never got that far, and you gave them too many things to contemplate – so they just tuned out.

What can you do instead?

#1 – Create a unique piece of content that gets them thinking. 

This piece of content solves a piece of their problem. Piques their interest and entices them to want more.  Set this up as a lead magnet on your website.

#2 – Segment your email list by interest area and then deliver unique content based on their interests. 

For example, if you own a craft store like my client Liz, you would segment your email list by categories like knitting, quilting, cardmaking, scrapbooking, etc.  So when you are having a sale on fabric, you could send that information to your quilting tags.  If you’re a coach you could segment by areas of leadership, mindset, business foundation, etc.  The power of segmenting is you look like a mind reader to your email subscribers and you can also test whether or not the content you are creating is resonating with the intended audience.

#3 – Follow up with your subscribers.

That sounds like a no-brainer doesn’t it? But in a sales study by IRC Sales Solutions, most people only make 1 contact with a prospect.  Yet we know that it takes upward of 8-15 touchpoints for people to buy. Most people will only send 1-3 emails as well.

The study also said only 2% of people are actually ready to purchase, 58% are not ready to buy at all, and 40% are ready to start the buying process.  By making email your ally – you have the opportunity to nurture 98% of all new leads.  Staying top of mind and becoming the person they remember when they are ready to purchase.

If you want some more details and specifics, tune into the entire episode here or watch the video show here.

Your email nurture sequence is one of the BEST introductions to your business, yet most people don’t set up an email sequence to welcome new subscribers.

I meet so many Entrepreneurs who struggle with what to say, staring for hours at a blank screen, and then, they just give up. Or they have created a sequence but nobody is reading it, people are falling off after the first few emails and NOBODY is buying.  (THE worst!)

I feel your frustration which is why I created my brand new guide:

Writing An Email Welcome Series That Works

This resource gives you the copywriting method beyond writing an email sequence that works. The same system I’ve used for years to help clients get more eyeballs on their emails and more sales of their services. Best of all it’s yours free.  And, it’s a great way to implement right away some of the things discussed in this week’s episode.  Grab your copy here.

Until next week, be well, stay safe and take care!

~Alisa

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