Why Your Email Marketing or Newsletter is Failing

It’s one of the ultimate catch-22 situations for the modern business. You personally hate email newsletters and do your best to keep your inbox clear.  Nevertheless, you also understand the potential power and value of email newsletters from a marketing perspective.

The question being – what can you do to turn things around, if it’s pretty clear your e-mail newsletter is failing to catch a bite? If you’re largely wasting your time on email newsletters that aren’t working, where exactly are you going wrong?

Of course, there are literally thousands of potential errors you could be making in the content, layout or general quality of your newsletters. Nevertheless, evidence would seem to suggest that the following five issues are the most common and therefore likely of all:

1. It’s Too Promotional

Like all marketing materials, consumers prefer newsletters that are all about them. They don’t like to think you are simply getting in touch with them to make money from them. As such, anything that comes across as too promotional will inherently send them in the opposite direction. Instead, it helps to focus on the potential benefits of whatever it is you have to offer. Will it save them time? Save them money? Improve their life in some way? Whichever direction you’re going, try to remember – it’s not all about you!

2. It’s in their Spam Box

Depending on your approach to email marketing – particularly in the case of mass email distribution – there’s every chance you could be finding your way straight into their spam box. This usually comes down to your choice of email marketing tools – some of which significantly increase the likelihood. As it’s tricky to keep tabs on if and when this is happening, it’s better to work exclusively with rated and reputable platforms like MailChimp or Marketo, just in case.

3. You Write Too Often

One of the main reasons so many emails go completely overlooked or ignored is the frequency of their delivery. A monthly email with a few helpful snippets is all well and good. Multiple emails on a weekly basis with little to nothing of importance to offer is something else entirely. Far too many businesses believe that by bothering their subscribers they’ll eventually catch a bite. In reality, writing too often is guaranteed to annoy the living daylights out of them.

4. Poor Mobile Experience

If you know exactly how many of your subscribers read your emails exclusively via mobile devices, you wouldn’t take responsiveness for granted. Unless you deliver a comprehensively flawless mobile experience for each and every customer, you can’t expect them to take anything you have to say seriously.  Even if they would normally be interested in your products and services, a poor mobile experience is enough to discourage them permanently.

5. It’s Too Long

Last but not least, effective email newsletters are short, punchy and deliver the required message practically in an instant. Ineffective email newsletters go on…and on…and on. It’s good practice to ensure you make your most important points as early as possible, but you also need to keep the newsletter as a whole brief and concise. The very sight of too much text is often enough to see newsletters heading straight for the garbage.