Does your newsletter make readers happy, indifferent or annoyed?

Maybe you’ve subscribed to newsletters you have deemed valuable to your business or self-improvement. How many of those newsletters actually provide the value you expect?

If most of them do, that’s just fine. Chances are, though, that you’re facing the same problem as I am.

Let’s say you regularly receive some 20 newsletters. The more often they appear in your inbox, the more you expect from them—after all, if somebody considers their messages so important that it’s justifiable to interrupt you daily, they’d better deliver. Right?

Yet many, if not most, of the newsletters you read fail to impress you. If your reaction is just “Blah, another five minutes wasted”, that’s not so bad, but if you’re more inclined towards “Why the deuce should anyone think I want to read rubbish like this”, they are not doing their job.

What’s funny is that the senders usually purport to be experts in their industry. Why else would you have subscribed to the newsletters in the first place?

Over the past few weeks, I personally have been particularly irked by two or three newsletters. Yes, when I first subscribed to them, the senders seemed to know what they’re talking about. Reading what they fill my inbox with, though, most often leaves me not even indifferent but downright peeved.

Either it’s nothing of value in itself, just a long-winded introduction to a webinar, video, podcast, whatever, which most often carries a price tag. Selling is all right, but if every mail does nothing but sell, it’s a pretty instant turnoff.

Or it’s a loosely written piece intended to be humorous but missing its mark altogether. The recipient doesn’t want to read a lot of fluff, and humour is a difficult art.

Going back to the assumption you get 20 daily newsletters and spend an average of 5 minutes reading each, it means more than an hour and a half of your time wasted each day.

I have only two things to say.

  1. If you’re sending out an e-newsletter, do make sure the recipients get some value out of each mailing you do. Not just becoming aware of the high-priced webinar you’re selling, but each of the emails in themselves.
  2. If you receive newsletters that tend to annoy you more than you get value out of them, be ruthless in pruning your “mentors”. If you find yourself constantly deleting someone’s messages, unsubscribe. No scruples.


Now over to you. If you’re collecting email addresses for your newsletter, how do you make sure you’re providing value? If you’ve subscribed to newsletters, what are your experiences?

#b2b#email#interruption#marketing message#relevance

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