Sending newsletters to potential customers is one of the most valuable email marketing tools. But make sure you don’t make these common mistakes when marketing content via Newsletter.
Newsletters are a form of email marketing that helps online businesses communicate with customers effectively. However, if you are inexperienced in content marketing through newsletters, it is easy to make mistakes. You do not want to end up in the trash or the spam folder, do you?
In this article, we will cover the nine common mistakes when marketing content via Newsletter. So, make sure you read until the end!
1. Abuse of Boring Subject Lines
Most email users do not like receiving promotional emails; They will feel very annoyed when they see promotional emails with the same subject repeatedly appearing in their inbox.
So, you need to take the time to get creative and change the subject line often. The key is to create a subject that can attract many readers and make them feel that the content of the email is helpful, educational, or encouraging.
A boring subject like “August Newsletter” will not attract much interest from readers. However, if you want to categorize your Newsletter by month, it is wise to add some information to your subject. Thanks to that, readers will know what kind of content is actually in the Newsletter.
If you are targeting young people, such as Millennials or Gen Z, consider using emojis in your subject to grab the recipient’s attention.
2. Try to Attract Customers
Not every email user will be interested in your content. Furthermore, Not everyone who gives you their contact information will become your potential customer. The fact of the matter is that identifying leads is an essential part of the email marketing campaign.
To send email newsletters more effectively, segmenting your audience list is one of the effective solutions. Based on your buyer personas, design content that targets their interests. In other words, you need to set up a few variations of your Newsletter for each customer. This method can dramatically increase customer engagement and prevent your Newsletter from ending up in the trash or the spam folder.
3. Do Not Apply Automation Tools
According to Hubspot, more than 50% of businesses adopt automation tools to send newsletters to their potential customers. Furthermore, the number of businesses adopting this method is expected to continue to grow until 2023.
Automation tools are very useful in sending flash sale notifications and birthday discount offers to customers. If you know how to take advantage of automation tools, you can benefit significantly from it!
4. Covering Too Many Topics
A lack of focus is another common mistake in the email newsletter. If your Newsletter includes vaguely interconnected topics, it is best to take a moment to rethink your approach.
Make sure your Newsletter has a clear goal. Moreover, we recommend finding out what types of content are appreciated by your readers. Then offer them the same content in every Newsletter.
5. Don’t Apply Social Media Buttons
Nowadays, many users tend to turn to social media to connect with their favorite brands. As a result, adding share buttons to your Newsletter can drive email users to become followers on your brand’s social platforms. They will even recommend or share your brand with their friends.
Cross-promotion across different social networks allows you to engage consumers across multiple platforms. Furthermore, this can increase customer lifetime value.
6. Use Boring Images
Images are an essential addition to written content because they can capture the reader’s interest. If they are put to good use, your Newsletter can generate engagement and excitement.
Therefore, it is wise to be specific with your images and arrange them to match the Newsletter’s content. If you do not have access to professional photography, consider stock images.
7. Not Optimize for Mobile
Nowadays, many people tend to use email through the phone. Therefore, neglecting to optimize your newsletters for mobile is the worst mistake.
If your Newsletter looks terrible in an email app, your Newsletter will most likely be rejected. You will also have to get the same results if your images are not available for mobile devices. So, it is best to reduce the size of your images and make limited use of large blocks of text.
In short, for users to read your Newsletter anywhere, it is essential to optimize your email for both desktop and mobile devices properly.
If you are inexperienced in optimizing your Newsletter for mobile, visit Olifant Digital for expert help.
8. Going Off-Brand
It is a good idea to add compelling content to your Newsletter to get attention. However, you need to make sure the content is directly related to your brand. Irrelevant-to-brand content can distract readers. Furthermore, it shows a lack of confidence or clarity in your brand identity.
It won’t be a problem to add a funny meme or comic to your Newsletters. However, if you want to add something “unique” to your Newsletters, make sure it’s still relevant for your brand.
9. Lack of “Value” Content
Last but not least, your Newsletter should be helpful to your customers in some way. If you provide customers with worthless emails, they will unsubscribe, and you will lose potential customers. So, to increase the usefulness of your Newsletter, make sure it provides your readers with valuable tips that will help them solve their problems.
It is best to organize your newsletters according to the 80/20 rule. Specifically, 80% of your content is helpful or educational for users, 20% of your newsletter is specific about your brand and the services you offer. However, some experts recommend using the 90/10 formula. Hence, conduct multiple tests to choose the right approach for your brand.
In general, if your Newsletter is not helpful to your readers, they will leave one day. Therefore, it is essential to ensure that everything you include in your Newsletter will help readers improve their lives and direct them to valuable solutions.
Passionate Writer, Blogger and Amazon Affiliate Expert since 2014.