Your Newsletters Are Trash(ed) … Here Is How To Fix Them
The average email newsletter in my inbox consists of the following:
- An overstuffed subject line with 3-4 items competiting for my attention.
- A navigation column like websites had before responsive design came onto the scene.
- A number of items I don’t care about with maybe one or two pertinent articles.
According to a Microsoft study (PDF Link) the average attention span is a mere 8 seconds. That is surprisingly less than even the lowly goldfish (which beats us by a whole second)! Contrast that with the average newsletter I receive and I don’t even haven the attention span to get bored by the irrelevant articles before I’ll trash your earnest effort at outreach. If jerks like me are the recipients on your email marketing lists you have a problem – lets discuss how to fix it.
“[What information consumes is] the attention of its recipients. Hence a wealth of information creates a poverty of attention.”
Email Design: Less Is More
If you have a navigation column in your email message you’ve already failed – hard. Email newsletters have been designed to incorporate the desire to share everything. The impulse to disseminate information as widely as possible is a good one but there are better ways of doing so than just overloading your missive.
Here are some tips to instantly make your newsletter more engaging (and interesting!):
- Stick with a one column card style design.
- Keep it pithy – aim for at most 2-3 interesting items.
- Enable social sharing – this makes your email recipients part of your marketing team.
- Move away from postage stamp size images – a picture says a 1,000 words after all.
Design is not just what it looks like and feels like. Design is how it works.
How I Learned to Stop Worrying and Love the Bomb / Why You Should Use Automation
Automation is almost a dirty word in today’s culture and even the marketers that use marketing automation for lead generation / promotions probably still send off a monthly newsletter to their clients (Don’t feel bad, we still do it too at Real Magnet).
What can Automation do for me? Well…
- It can send targeted emails on the recipients schedule, not your monthly newsletter deadline.
- Collect behavioral data and interest areas to send personalized content in the future.
- Increase webinar and event conversions with automatic abandonment messages / pestering.
- Free up your time to write rambling blog posts … Ahem…
The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.
This is Nina Cat!
She looks cuter than Michael so she’ll be filling in for his photo.