Sending email newsletters is a great way to showcase your products or services regularly. It also helps to build a relationship with your customers and the people of your network. It builds up your brand and increases your credibility. Email newsletters are great when they are done right. Here are some tips for things to avoid when sending email newsletters.

• NOT PROMOTING THE NEWSLETTER

Having a newsletter every week or month is excellent, but what is your goal with the newsletter? Usually, you want to build a bigger audience who reads your newsletter. Many companies work hard to make their newsletter look nice but fail to promote the fact that they even have one. This can be an easy trap to fall into, so you will want to avoid it. Utilize your social media and website to post about your newsletter. You can leave a place on your website for people to sign up. This way, anyone who goes on your site is also invited to join the mailing list.

• USING THE SAME SUBJECT LINE EVERY TIME

Developing subject lines and preheaders can be challenging. In general, they should reflect what the main body of the email is about. But you do have room to play with the subject line; you can use emojis or address the reader by their first name. You can also try AB subject line tests.

• NOT USING AN EMAIL MARKETING PLATFORM

Another goal with a newsletter is to track how many subscribers you have over time, how many of them clicked, and how many of them converted. So not using an email marketing platform is something to avoid. With a regular email account like Gmail or Outlook, you can’t track anything. It can also get your email address blocked by some providers because it may look like spam.

• SENDING MESSAGES ON AN INCONSISTENT BASIS

Newsletters can be beneficial to customers when they are packed with great content. This gets customers looking forward to your weekly, monthly, bi-monthly, or quarterly newsletters. On an inconsistent basis, sending them can be confusing and frustrating for customers who regularly interact with your content: the timing matters, even time of day. Sending too many emails can also be frustrating to people and cause them to unsubscribe, thus choose your content wisely.

When done right, an email newsletter is a wonderful asset. Done wrong, it’s a waste of time and money. Following common sense and avoiding the pitfalls above aren’t a guarantee of success, but make it much more likely. Good luck.

‍