I get lots of newsletters in my inbox. To me they fall into three categories: The ones I read, the ones I may open but usually delete, and the ones to which I unsubscribe.
For the ones I choose to keep, I glance through most, rarely click on the links, and then delete many. Here’s why.
Some are not true newsletters. For the most part they are click bait and advertisements. Their latest “news” is what they have to sell. For the ones I get this can be almost anything: books, magazine or video subscriptions, online classes, consultant services, and whatever else the writer wants to pitch to me. Yet, I keep them because they offer some good info sometimes.
Many letters are often sent to me several times, just to make sure I get their message. I always delete these without opening them. I delete anything that has the word “reminder” in the subject line. I delete anything I see from the same company with the same subject line. If I see something from the same company more than once in a day, into the trash it goes.
Another kind of non-newsletter is the chatty letter. I read through these just to find that the writer hasn’t said anything. This is a double time waster. You waste your time writing it and I waste my time reading it. This is why I always scan first. If it looks interesting I go back and read more carefully.
Of course there are some good ones. I save them for later: then I read, and may even click on a link or two. Newsletters like Doodlers Anonymous, Illustration Friday, or AIGA are some of my faves. They give me actual news and updates I am looking for. Some of my favorite solo entrepreneurs have good ones too.
I found this article showing the stats regarding newsletters. The issue is, the lower the numbers of people reading and clicking on a newsletter, the more companies feel the need to flood our boxes with them. It’s the same mentality spammers and robo-caller companies have. “Flood them with information they don’t want, and eventuality they will relent and respond.” Ummm, nope.
So, although the marketing gods will tell you it is essential to have a newsletter, unless you really have something to say on a regular basis, don’t do it.