Cutting irritants from your newsletters
September 4th, 2009 by Susie
The fastest way for any email marketer to lose their regular readers is to irritate them with the layout of the newsletter until they redirect your newsletters to their junk mail folder. This is actually worse than when they unsubscribe. You stay ignorant of the fact that they are no longer bothering to read your newsletters.
Take time to look at your own newsletters critically and from the perspective of how your readers experience it and what they see. It is so tempting to use bold and large fonts and then emphasise your point with huge exclamation marks. It's understandable that you want to convey urgency and call attention to something, but you achieve quite the opposite most of the time by adding exclamation marks. It's too easy for your readers to gain the impression that you are volatile.
Aggravation is bad
It gives the impression that you are a tad juvenile in your exuberance. If you feel an exclamation mark coming on, rephrase the sentence of paragraph. Your words alone should convey importance or urgency. Sound and music is known to influence the mood of people. It can be used to great effect and it can be an ultimate irritant. So if you want to use music, make sure it is top-notch.
The most important thing though is to give the readers choice. If they cannot switch off the sound they hear, they will summarily close your newsletter. When this happens you have lost out on a great marketing strategy.
Give them the ability to silence the music. Even more practical is to default the music to be off and let readers decide for themselves if they want to switch on the audio. This shows consideration and respect.
Related posts:
- Beginners’ Mistakes In Online Press Releases
An online press release… may seem like a simple thing to write up, but it’s actually a document that requires a fair amount of technical knowledge. Not the sort of ‘technical’ that involves screwdrivers and solder, but the sort that...
- Newsletters – powerful email marketing strategy
Newsletters… are often an underrated part of an email marketing campaign. Newsletters are one of the greatest ways to advertise in such a way that your readers stay interested. You have continuous advertising to use weekly, monthly, quarterly and for...
- How Successful Are Newsletters As Part Of An Email Marketing Campaign?
The widespread use of the Internet led to many different useful and convenient consequences one of which is the use of Internet as a marketing medium. One of the cheapest and least sophisticated forms of Internet marketing is via the…...
- Google out to challenge iTunes
May 2011 saw the introduction of Google’s Music Beta service with a clear intention to allow users to access their music collections more easily on all devices and also to be able to upload music to the cloud and then…...
- Email newsletters should be easy on the eye and mind
People read email newsletters as they read newspapers and magazines. The eyes skim across headlines to see what of interest is offered. Only after that will people bother going on to fully read articles they find provide information or are…...
This entry was posted
on
Friday, September 4th, 2009 at
9:35 am . You can follow any responses to this entry through the
RSS feed.
Link to us
If you want to link to this blog, copy and paste the following HTML code to your website.
[...] newsletter is a good way to keep customers informed of developments in your business and also provide [...]