Top 5 Reasons I’ll Subscribe to Your Company Newsletter

If you use email marketing for your business, you’re probably wondering how to get more people to subscribe to your company newsletter, right? Right.

But there are so many reasons not to join a newsletter that keep people from opting in.

Top 5 Reasons I’ll Subscribe to Your Company Newsletter

It’s hard to know what actually makes a person want to have your news come into his or her precious inbox space.

I can’t speak for everyone, but there are a few things that make me subscribe to a newsletter—and so I wanted to share those with you.

1. It’s short

If a company newsletter is short and to the point, I will often times read the whole thing. I might not click through, but I’ll get the information you really care about getting to me. I can scan through the entire message in a minute or so and get all the good stuff.

So often I see newsletters that try to pack in everything—and that can be information overload. Give me article previews with a button to read more—not the whole thing. A short tease lets me decide if I want to read more and keeps the newsletter from being too text-heavy.

2. It Has Content is Valuable to Me

I like newsletters that provide value to me—they teach me something or share something new and exciting I didn’t know about. Newsletters should be focused on the reader, not the writer.

I don’t really want to read a newsletter that’s all about you. I can’t learn from stories that focus on someone else’s success and accolades. You can still highlight achievements, but turn those into a lesson. Tell me how you earned them. Give me the backstory.

3. It’s Visually Appealing

Simple, well-designed emails are more enjoyable to read. They just are. But when we mix in a thousand different fonts and a bunch of graphic clutter, it’s hard to know where to even begin reading.

Tools within MailChimp and other email platforms can help you design a template that’s clean and simple—and it’s fairly quick and easy to do. Plus, there are features that allow you to turn your blog posts into a newsletter in a flash (which makes it really easy to gather content.)

4. The Header Isn’t Massive

I like emails that don’t have a large header that take up the whole screen.

Why? Because those massive headers make me scroll down before I even get to the content. The best real estate gets used up on an image that doesn’t inform me at all!

Don’t make me work for it. Give me the good stuff right away and ditch the giant header. A small horizontal bar or even a line of text gets the job done.

5. It’s Not Sales-y

I don’t want to be sold something in every company newsletter. I don’t. Therefore, if I see a sales pitch headed my way, I’ll typically unsubscribe. I want a newsletter that has quality information and interesting content—not one that tries to get me to buy your stuff.

Great newsletters do have a strong CTA, but that might be to introduce other helpful material (like a webinar, eBook, etc.) There’s still value in that offer.

Just saying, “Hey, wanna buy my _____?” isn’t going to work.

The Secret: How to Get Me to Subscribe to Your Company Newsletter

The common theme that runs through all of these is value. I look for newsletters that are focused on providing me with valuable information—and I’m sure I’m not alone in that desire.

Keep your newsletter focused on the essentials and ditch everything else. I’m serious. Do it, and see what difference you notice.

top business owner newsletter

Your turn: What makes you subscribe to a newsletter?

 

Kaleigh Moore

Kaleigh Moore is no stranger to small business. She's the Founder of Lumen -- a business that offers copywriting, social media services, and graphic design. When she's not contributing to the EnMast blog, you'll find her running or at the movies (because the running helps manage the movie snack consumption.) Connect with Kaleigh on Twitter, LinkedIn, or read her blog.

Comments

  1. I read newsletters that contain content that I really care about. And I agree, short is better!

  2. If I may add #6. It doesn’t show up too often. It becomes irritating to have updates or newsletters constantly bombarding someones email.
    Once every wekk to 30 days is the most depending on your business. Daily updates probably is over kill.
    Nice article. Qquick and to the point.

  3. proof reading is important too! 🙂

  4. Tim;

    I agree, there are very few daily newsletters that I can tolerate — and even the BEST ones I can only tolerate for so long… Weekly to monthly works best for most businesses. If you don’t have something remarkable to say — don’t say it.

  5. Great article about newsletters. I try desperately to meet all 5 points in this post … and I “think” I’m accomplishing my goal. Well, at least I know it’s short 😉 It was very difficult for me to go from a monthly newsletter with a long feature story, a note from me, upcoming events (events that would benefit my target market), a testimonial and a couple of products I recommended, to a very short weekly tips newsletter because I thought weekly would be far too often. Boy was I surprised when my readers started emailing me telling me how much they liked it.

    I think sometimes we get so hung up on wanting to provide a lot of value that we really forget what value actually is. I don’t have a huge readership, but when I go over my reports in MailChimp (Love MailChimp!), I can see that it’s the same faithful people opening my newsletter every month.

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