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Sometimes, despite your best efforts, your email marketing efforts just may not jive with your targeted demographic. Now, if that’s the case, it doesn’t necessarily mean your content is bad, so don’t get down on yourself if things aren’t working. An ineffective campaign means only one thing: it’s time to make some changes.

Unfortunately, making the right changes to your email newsletters can be a little tricky. Determining what will actually prove effective could turn into weeks of trial and error. However, when it comes to updating your approach, a little R&D will go a long way.

Before you start making guesses about what your readers want to see from future newsletters, try to suss out the most popular email newsletters in your business genre and your region. Keeping a close eye on these successful campaigns will give you a keen insight into what works for a wide spectrum of potential readers.

Additionally, subscribe to as many newsletters as you can (without losing interest). Pay attention to each, and take note of what peaks your interest. If you can whittle down to exactly what you want to see in a newsletter, you’re much more likely to be able to get to the bottom of what your readers are looking for.

So, before I send you off into a world of intensive study, let me close with one last bit of advice: when researching other email marketing campaigns, remember to read with an eye for inspiration, not content. Don’t try to imitate successful campaigns, try to figure out exactly why they’re working and apply those same ideas to your own newsletters.