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7 Deadly Sins of Email Newsletters - Irregular & Inconsistent
By Karen Skidmore | May 6, 2008
Last week, the first deadly sin of email newsletter was published and focused on business card dumping. This week it is the turn of deadly sin number 2: irregular and inconsistent newsletters.
Email newsletters are marvellous tools that allow you to build trust and rapport with your interested client list. However, without the regular and consistent messages coming through, they can be a complete waste of time.
For those of you who live in the UK, there is a very good chance that you have “experienced” our lovely train service. When a train arrives on time and gets you to your destination according to the timetable, travelling by this public transport can be easy and simple.
But trains are often delayed and provide an inconsistent service which causes misery for thousands every day.
OK, perhaps you may not want to associate your email newsletter with a brand such as the UK train operators :o) but the principle of sending out an email newsletter as promised in your welcome email or sign-up page is important in building the trust with your prospective customers.
Be realistic with your work load and if starting once a month fits your day-to-day diary, then grow from here rather than starting once a week and having to give up because of the pressure of commitment.
And as a final note, if you do miss a week or month here and there, don’t announce this in your email. Apologising for your lack of efficiency, genuine reasons or not!, is not a great way of building a brand.
Topics: Promoting an email newsletter, The 7 Deadly Sins of Email Newsletters |