The Problem with Newsletters
The problem with newsletters lies in determining whether your piece is considered:
(A) Noise/clutter to recipients
(B) Valuable to recipients
At InsureMe, we wrestle with this a couple times per quarter. Typically, [e-] newsletters are considered best practice. They provide an added touchpoint with past and current clients which builds brand recognition and may inspire them to buy other products from you.
So theoretically, if the newsletter provides value to the recipient, you newsletter can't be considered noise or clutter, right?
Not so, says Ryan Healy over at On Copywriting. His post Eliminating Distractions offers this:
I just signed up for a new program this weekend. I'm reading through the 'Get Started' guide.Lo and behold, on page 6, there is a statement that is exceptionally powerful, even though it has nothing directly to do with the program.
'Eliminate all distractions. Unsubscribe from every Internet marketing newsletter that is not critical to your success with _________.'
Simply fill in that blank with whatever skill area it is you're trying to succeed in, suggests Ryan. "Then start pruning your email with the unforgiving force of a machete. The key, after all, is to eliminate ALL distractions."
This is important stuff to think about if you send out newsletters. In fact, we're currently mulling over ideas for our next InsureMe Agent Wire. Though we've solidified a 'model' that seems to work for our audience, it could use some help.
So tell me—What newsletters (if any) do you look forward to seeing in your inbox? What would you like to see more of? What turns you off?
Leave your two cents via comments—this should be good newsletter fodder for all of us.
