Newsletters lost their mojo several years ago. They have low open rates and even lower response rates. Here’s why.
A typical newsletter is a collection of unrelated information: industry news, product update announcements, tips & tricks, new hires/departures, upcoming events and possibly some form of sales pitch. Put yourself in the shoes of the recipient of such a newsletter. How much of this information is actually relevant to you as a recipient?
The content you’d assemble into a newsletter will all be useful to someone, but as a collection only a fraction of it is useful to each recipient. Sending content perceived as irrelevant is a one-way ticket to increased opt-outs and tune-outs.
The answer is to segment your recipients based on what would be useful to them. Break that newsletter up and distribute the content to recipients who will appreciate it via a drip or lead nurturing campaign. You’ll see your open, click and conversion rates heading in the right direction quickly.
