Watched our internal newsletter die a slow death over 18 months

Last January our VP of Comms insisted we revive the weekly newsletter. We pumped out polished stories for 6 months, tracked opens and clicks, and thought it was going great. By month 10, open rates dropped from 45% to 12% and nobody could tell us why. I asked around the office and most people said they just deleted it without reading because it felt like corporate fluff. We finally killed it last month and switched to a simple Slack roundup on Fridays. Has anyone else seen a newsletter fail that fast after a big relaunch?

2 comments

2 Comments

alice8086d ago

Saw a study a few months back that said 80% of emails from companies get ignored within 3 months. Sounds about right for your situation. Our team did the same thing with a newsletter. Had a big relaunch in February with all these fancy graphics and CEO quotes. By June people were marking it as spam. We killed it and now just post a bullet list in our team chat on Fridays. Way less work and actually gets read.

wright.michael5d ago

Fancy graphics and CEO quotes" - that's always the kiss of death. We learned the same hard way.