Email newsletters are simple. You write them, format them, hit the ‘send’ button, and your opt-in subscribers receive them. Sounds easy, right?
But like everything in life, it’s a little more complicated than that. E-newsletters are simple once you know what to watch out for, so we’ve rounded-up the top five mistakes you’re making in your e-newsletters:
1. TOO MUCH CONTENT – people are busy. Fact. You probably don’t even have the time to read this blog post. Get straight to the point. Too long and your e-newsletter will end up in the Trash folder.
2. ONLY RELEASED MONTHLY – back when newsletters were printed and posted, once a month made sense. Mailing costs easily tally up. But for e-newsletters, plan on sending it over once a fortnightly. But keep the content you mail over relevant and useful; don’t send for the sake of sending it as it’ll diminish the quality by feeling and looking rushed.
3. POORLY DESIGNED – you wouldn’t read a book with a Comic Sans font and chunky formatting, would you? Likewise, keep your e-newsletters slick and minimal. A poorly designed HTML email that takes longer to load than it does to read can only end in unsubscribe buttons being clicked.
4. LACK OF INTERACTIVITY – as obvious as it sounds to include links to your content, a quick tap here and there will only keep a subscriber hooked for so long. Include surveys and buttons to share the e-newsletters with friends to keep the subscriber engaged. An e-newsletter isn’t just a sales tool, it’s an experience for the reader.
5. DOESN’T INCLUDE A CALL TO ACTION – sales copy has its use, but in an e-newsletter, it can read as stale. Instead, keep things conversational and light by opting for a call to action in every e-newsletter. Make it clear to your reader what it is you want them to do and what service your e-newsletter is providing them.