by Aïda Michelle Lopes
I love MyDomaine.com.
You know that moment when you fall in love with a site through its content, its layout and its name. That’s what happened between mydomaine and me: love at first sight. My first reaction wasn’t to read the content but to subscribe to the newsletter to make sure I wouldn’t forget about him.
I will admit, I still haven’t had the time to read an article on mydomaine but I get the latest in my inbox everyday. I love the content on the newsletter, it’s the same content that I fell in love for on the site but it’s too long.
Dating rule #1: Don’t give too much too soon
Don’t believe me?
Now I imagine scrolling through that while looking at your cellphone’s screen in a moving vehicle. That’s how I read my emails in the morning and I’m not the only one, 53% of emails are read on mobile.
That’s the first thing I would change: the length of the newsletter. I would cut it after 6 articles. Sharing the great content you have is good but leave a little room for mystery, geez.
Dating rule #2: Don’t send so many pictures
Another thing I would do is reduce the number of pictures. A lot of browsers block images to reduce spam risks. A picture-heavy newsletter has less chances of opening in its entirety and therefore of being read. A way to go around this is to use one image that’s linked to the home page of the site as opposed to linking each image to a different page. Nobody goes from their email to one page and back to their email in order to return to the site. What you want to do is get people to stay on your site for a long period of time, not leave and come back (or not).
Despite all of his faults, I still love mydomaine and he has been lucky to always catch me in a good mood so I haven’t felt the itch to unsubscribe yet. But I can imagine that not everyone feels that was about him and would move on to shorter and less data-consuming emails and I wouldn’t blame them.
You want your newsletter to be a quick and easy read, not a novel. Keep it short & sweet. 🙂