Oh, look! That plumber I met randomly in a smelly networking meeting sent me an email. Oh no… it’s a newsletter!

I keep getting these awful small-business newsletters, whether they are solicited or not, filled with stock photos and no substance whatsoever. Some reasons appear to be written by some copywriter that lives overseas in a hut. Why are small businesses doing this? They have stopped the postcard mailing in my postal mailbox and transferred the same trash to my inbox.

I would imagine that they at one point watched a 2-minute video of a self-proclaimed marketing expert telling them the magic of email marketing. I must agree, there is magic in email marketing, but not with the examples I am seeing.

Here’s the problem with the newsletters I am seeing: they lack personalization. Instead of creating a connection, these generic newsletters often come across as spammy and impersonal. Readers can easily sense when a message has been mass-produced without any consideration for their unique needs or interests. People want to feel valued and understood, not just like another name on a mailing list.

Another issue is the content itself. Many of these newsletters are filled with fluff rather than providing real value. They often showcase products or services without addressing the pain points of their audience. Effective email marketing should educate, entertain, or solve a problem, not just sell. It’s essential for small businesses to focus on delivering relevant content that resonates with their subscribers.

Additionally, the design of these newsletters is often subpar. Poor layout, clashing colors, and overly busy designs can turn off potential customers before they even read a single word. A well-designed newsletter should be visually appealing and easy to navigate, allowing readers to engage with the content effortlessly. A clean, professional design reflects positively on the business and enhances the reader’s experience.

Lastly, there’s often a lack of clear calls to action. If a business wants readers to take specific actions—such as visiting their website, signing up for an event, or making a purchase—they need to guide them effectively. Without clear, compelling calls to action, newsletters can leave readers confused about what steps to take next, resulting in missed opportunities for engagement.

To turn this situation around, small businesses should focus on creating meaningful and engaging newsletters that truly resonate with their audience. Personalization, valuable content, professional design, and clear calls to action are key components of successful email marketing. By taking the time to craft thoughtful, targeted newsletters, small businesses can foster stronger relationships with their subscribers, ultimately leading to increased loyalty and conversions. It’s time to elevate email marketing from a chore into a valuable opportunity for connection and growth!

Think Value; A Reasons to Open Your Newsletter

I’ve heard of CPA firms or HVAC companies hiring generic marketing firms that will give you 2 articles a month you can share in your newsletter. These articles end up being tips on how to make a family vacation more fun, or 12 tips to stopping a leaky sink.

Gag me.

Listen, these might be interesting articles but they are too generic. There is no concern for who the audience is nor has there been any thought put into the niche your businesses is targeting. Every small-business owner keeps targeting anyone with a pulse and $20 in their wallet. This approach won’t work with newsletters.

Give them value. Understand the problems they actually face in their day-to-day life. If you don’t know what questions they face, that means you aren’t meeting with your clients consistently enough to know what is on their mind.

Imagine sending out a newsletter people actually anticipate. Imagine sending an email they actually want to read.

Show us REAL PEOPLE

Would it completely kill your self-respect if you took a selfie in the office? I get it, you aren’t a teenager but stop it with the stock photos. People are more likely to do business with you if they can relate to you. A rough selfie of you sitting at your desk, or sharing the latest Snapchat filter would go a long way. Walk around the office and snap pictures of the 10 things your clients wouldn’t expect to find in your office. Introduce someone in your office with 10 pictures and have them answer 10 random questions. Make it fun and simple.

Stop Wasting Time

You’re so busy, I get it. If that is the case, then stop sending a newsletter. Bad marketing is many times worse than no marketing at all, so pull the plug. If you really can’t find time to add value or dynamics to your newsletter, hire someone to do it. Approach a business teacher at the local community college and tell them you are looking for a millennial to do an internship.

Millennials have a natural sense for social platforms and what works online. Have them come into your office and meet your top 5 clients and then have them start creating content. Tell them to create a weekly newsletter and you might be surprised the value they offer after a few months. I wouldn’t be surprised if you hired them after 90 days.