Here's some interesting research about newsletters, which I got from this MarketingProfs article here.
If you haven't read my blog about email marketing, using data from Hubspot, then check it out here.
"The report was based on data from a survey fielded in 2021 among 1,173 respondents in the United States. The survey results were weighted to correspond to the gender and age makeup of the current US population and it was created by Storydoc."
As you can see, that the number of newsletters that people actually subscribe to is relatively small. I only say that as so many marketers will be thinking that their newsletter will be amazing, they think this as the company they work for pays their mortgage. The problem is, as we will see, the customer, buyer, prospect does not think this way. While I know we love the company we work for, a newsletter might not be the most efficient way of reaching out and staying connected to customers / prospects and buyers.
How many emails and newsletters go unread?
While most people check their inbox every day, I'm aware of a CEO that has 110,000 unread emails in his inbox and a CMO that has 26,000 unread emails in their inbox. Both of them, check their inbox at least once a day, but your problem as a newsletter is that you are just one of 110,000 emails. How every good the copy, the photography and however much you love your company and it's products and services.
People have a dedicated email for newsletters
I do wonder if people have a dedicated email box for newsletters if this is done so they don't read them or just scan them for discounts.?
What's the reason why people subscribe to newsletters?
The number one reason to subscribe to a newsletter is to get discounts. This is great if you are a transactional product in the business to consumer (B2C) sector. Not so good if you are a considered purchase or a business to business (B2B) product.
In fact if you are a considered purchase or in the B2B sector you are probably giving away margin.
It does means that 79% of people are not interested in your companies news, 84% are not interested in your exclusive content and 95% of people are not interested in your product updates and announcements.
Let's say that again, this research shows that 95% of people are NOT interested in your product announcements and updates.
It's my understanding that this is why most companies have a newsletter, but the research shows, nobody is interested.
Interesting that people want personalisation, the thing is you don't get personalisation with email marketing. By its very nature you are sending out information en masse, when compared to something like social media, which is where I have a real one to one relationship with my audience.
Newsletters are manipulative
One of the additional areas that this research raises is that people think that newsletter are manipulative. Which does not surprise me as in so many cases it's like corporate propaganda and no we are not interested that "dave" is employee of the month.
Being seen as being manipulative as a brand is not a good place.
The most common reasons for unsubscribing is
It's interesting that I can post on social everyday with a blog like this, which offers insight, and my audience like it. You cannot do that with a newsletter. How many times can you post a newsletter, monthly?
It is actually, "the fear of having your data sold to third parties was actually the least common reason for Americans to unsubscribe from a newsletter, a staggering 80% of Americans admit to being concerned that some companies sell their contact details to third parties."
The report states that "People who use a dedicated email account to receive newsletters seem way more email-marketing-savvy than the rest of the population. While they’re more wary of newsletters being “manipulative” and “aimed at tricking customers into spending money,”
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
I don't believe you Tim!
If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
Here at DLA Ignite we don't do "hints and tips sessions" we don't want you to waste your money. Our social selling and influence methodology will provide your sales team with the stable platform for growth. It is also the only social selling program based on 70:20:10 change management principles which gives your business the mindset change and habit change they need in this digital world.
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Most Americans say they believe that email newsletters are a good way for brands to communicate with their customers, but also that those newsletters are sometimes manipulative, according to recent research from Storydoc.
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