"It’s not surprising rates are dropping and
there’s only one reason in my opinion -- people want customized content Period.
They don’t want to sift though a bunch of junk that isn’t intended for them.
Know your buyer and give them what they want. Email newsletters are part
of the reason email as a whole is diminishing."Chances are, the way
your audience is consuming your content is radically different than it was
three years ago. In fact, in 2013, over 50% of all
emails were opened on mobile. And this trend is only rising as we speak. If your
newsletter (or your website) doesn’t respond to this change, it very well might
be the “hidden reason” why your numbers are dropping. Check your audience
device statistics."
"Sometimes, what happens is your older leads
are still opening your email, while new signups have no idea your newsletter is
coming. Remember to automatically email new sign-ups with information about
what they should expect from you and when. That way, they will be prepared to receive
your email every Thursday morning instead of quickly tossing it in the trash
because they forgot you even existed."
via:blog.hubspot.com
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