Newsletter You Would Never Unsubscribe From
Newsletter You Would Never Unsubscribe From
What’s the one newsletter that you would never unsubscribe from? GETTY IMAGES
Right now there are a lot of challenges with digital marketing as email newsletter open rates drop off, people are unsubscribing in unprecedented numbers and social media engagement across all platforms continues to evolve and change. The real challenge is creating engagement, not just superficial engagement, but deep and meaningful engagement.
My big question is always “what’s the one newsletter that you would never unsubscribe from and why?”. If we are good enough at identifying those certain elements that would prevent us from ever unsubscribing from this particular newsletter we can apply these learnings to our newsletters and all of our content in general.
Now this sounds pretty simple, but is it really any more complicated? It’s easy to say that the information in your own newsletter is not as engaging, or relevant, or passion evoking as soon and that’s why people don’t engage as much – but is that true or is that just something you are telling yourself? And is it OK to accept that? I don’t think so.
By way of an example, I’ve seen many speakers who are tasked with talking about fairly dry topics, delivering presentations that keep their audiences completely engaged and immersed. They are able to do this because they are great speakers who have developed excellent speaking skills. It’s not about the topic in my opinion. Or perhaps a fairer way of looking it is that it’s not just about the topic.
Today the battle really is for engagement. We have little control over the rules and regulations that social media platforms impose, and from a marketing point of view, that scares me. Our email marketing is still something that we have control over, but it all amounts to nothing if no one reads what we are sending.
