Nikki Adrian - Aug 11, 2020

5 Mistakes to Avoid when Sending Newsletters

Email newsletters are amazing for building relationships with your readers, increasing brand awareness, and developing credibility in your industry. This marketing tool is highly effective, but it has to be done right to make an impact. These are some mistakes you should try to avoid when crafting your email newsletters to make them as impactful as possible.

  • Using the same subject line every time
    Your subject line has to reflect the contents of your message so that readers are compelled to open it. If it is the same or a similar subject line every time, readers won’t bother opening it because after the first time, it doesn’t seem new or exciting anymore. It should give a glimpse of what the newsletter is about, and pull the reader in. Think about subject lines that have enticed you to open them, and go from there!
  • Not using an email marketing platform
    Using an email marketing platform not only helps to make your emails look more professional, but they also also allow you to track your messages so you can see if they are being opened or if your links are being clicked. This will help you to see what content receives a lot of engagement and what does not, allowing you to better provide your audience with what they want to see more of.
  • Skipping the email test
    Even though it may seem unimportant, this step cannot be skipped when it comes to sending out your newsletter! It is imperative that you test your messages on multiple devices, including desktop computers, tablets, and all mobile devices, to ensure that the formatting of your newsletter looks right and that all your links work. Many email marketing platforms include this testing feature. If your formatting is off or isn’t showing up correctly on all devices, your audience will not take the time to try to decipher your newsletter, so don’t skip this important step!
  • Not sending them on a consistent basis
    You should have a consistent schedule for sending out newsletters. It could be sent out weekly, biweekly, or monthly, just make sure that it is sent out the same day, around the same time. You don’t want to send too many, because readers might feel overwhelmed, but you also don’t want to send too few, because your readers might not remember what they subscribed to and may consider it spam. So, aim to be somewhere in the middle, and be consistent!
  • Making it difficult to unsubscribe
    You might think that hiding or excluding the unsubscribe link will help your business, but it actually ends up doing more harm than good. Sometimes, people might just simply not be interested, and you’ll know the customers you need to focus more on. Other times, they just don’t want to receive as many emails, but that doesn’t mean they don’t want to shop at your store. If they can’t unsubscribe from your email list, they may view your company in a negative light, and then actually choose not to shop from you anymore. Not to mention, you can get in trouble for violating regulations put into place to prevent people from receiving unsolicited messages, so definitely include an unsubscribe option in every message.

So now that you know, keep these “do-not’s” in mind when creating your own email newsletters. They might be just the changes you need to make to see a difference in the effectiveness of your campaigns!

Written by Nikki Adrian