This blog post is an extract from the Email Marketing Made Effective online course provided by Think Twice Marketing
When most businesses think of email marketing for their business, the first thing they think of is setting up and creating newsletters to send to existing customers and other people who have expressed an interest in learning about their brand or services on offer.
This newsletter would typically contain the word ‘Newsletter’ in the title and will be structured like the traditional newsletter that used to be more frequently send out in the post.
This is a wrong approach for a number of reasons:
Most people don’t have time for newsletters unless they are very, very high value to them
Even if they are interested, when they see a headline saying ‘Newsletter’ the majority chose to ‘read it later’.. but often won’t!
Newsletter style formats are more likely to arrive in the spam box than the inbox so will never be seen
There are better ways to do email marketing – see below!