The 17 biggest mistakes in creating newsletters – WAU
Just for the sake of knowledge – which never hurts – I want you to start reading this post knowing an extremely relevant information for your business: did you know that messages sent via e-mail generate 1,350% more traffic than the media social? Well, reaching a goal like that, without […]
Just for the sake of knowledge – which never hurts – I want you to start reading this post knowing an extremely relevant information for your business: did you know that messages sent via e-mail generate 1,350% more traffic than the media social?
Yes, reaching a goal like this is undoubtedly the dream of many companies, since it shows exactly the absolute power they can have when entering the inbox of their customers and potential customers.
But don’t get too excited: like almost everything in life, reaching that goal can be a difficult challenge and depends on countless variables and setbacks that can arise along the way.
There are several pitfalls that can delay or complicate the management process when creating a newsletter for your company. But the good news is that virtually each of these mistakes can be avoided, if you know how to interpret the context and invest in a quality strategy.
How about finding out right now what are the 20 most common mistakes in creating newsletters that marketers make?
Stay tuned in today’s post and don’t commit any of them when drawing up your company’s planning.
1 – Produce excess content
Think that people are extremely busy and don’t have enough time to read unnecessary information in your newsletter.
What they want is short, valuable content, to the point.
Therefore, sending a newsletter with 3000 words and countless links in your text will definitely not work. In fact, most users will even reach the point of opening their email, but they will close it immediately, without reading anything.
And we can say more; if he starts reading, he will probably never reach the end of your newsletter. And in the worst case, they will even cancel the subscription.
I guarantee you don’t want that, do you?
2 – Produce content without quality and relevance
Yes, too much content can be a bad strategy, but even worse will be if your company produces little low quality content.
Make sure that the entire content of your newsletter provides news and valuable information to your subscribers and not just advertisements for products and services. Try to research and raise topics that really interest you and make this available in a creative and well thought out way, without any kind of strange or uninteresting information.
3 – Texts, texts and more texts
Nobody likes to read a giant block of text, especially if it’s on the screen of a smartphone or any other mobile device.
Avoid writing 500-word paragraphs or a lot of text in your newsletter as much as possible. Instead, make sure that each piece of content has 3 to 4 lines of text, forming a single impactful phrase for your subscribers.
This preview of the content works exactly to encourage the reader to click on the link to the company’s website / blog and must be very well written and concise. Bet on this idea and arouse curiosity in all users of your contact list.
I guarantee that all these features will make your newsletter much more striking, interesting and not at all tiring.
4 – Do not create a good periodicity for the newsletter
Sometimes the content of your newsletter itself can get in the way of how your company does things.
You may choose to advertise it on the company’s website or blog, for example. Make sure your newsletter is sent out on the right frequency so that it makes sense, so it can include breaking news that is also important to your subscribers.
This subject takes us to the next error, which is:
5 – Send monthly newsletters
A monthly newsletter may even have made sense on the days when paper newsletters were sent to a list of subscribers, but that is outdated. After all, the printing and posting process went hand in hand and people were more used to monthly frequencies.
But with e-mail the strategy changes a little, because the costs are not the same and people are used to receiving e-mails with a slightly higher frequency.
Unless there is a good reason for your company to send a monthly newsletter, it is preferable that this sending occurs at least once a week, using well-crafted, informative and relevant content.
6 – Develop a poor and unattractive design
There is nothing worse than poorly designed.
Okay, maybe other things could be worse, but when it comes to email marketing, nothing can be worse.
The truth is that it is better to send a newsletter with basic and readable formatting than an email with HTML that is extremely poorly done and that will make your subscribers’ eyes hurt when opening the page.
Avoid using too bright colors or keeping the design too simple. Also, plan your content strategy well and write good text in the body of the email. That is a fundamental point in the body of your newsletter.
7 – Ignore your readers
Never fail to evaluate what your readers really want to receive from your company.
Do research and evaluate where customers click the most and also put some kind of welcome message at the top of the newsletter, calling your readers to check interesting content and information in the body of your email. Your newsletter should be seen as a newsletter that contains relevant information about products, services and various tips. Avoid rampant advertising as much as possible.
8 – Send newsletters without customers’ permission
There is nothing more unpleasant than receiving newsletters or e-mail from companies that you have not even registered or signed up for. Before you go out and send emails to countless people, make sure they have given you permission to do so.
It is from there that you can create a content strategy so that these customers receive any type of material that your company produces.
9 – Write articles with more than 500 words
If the marketing strategy for your newsletter includes writing articles, make sure they don’t exceed the limit, which is a minimum of 250 and a maximum of 500 words. An even better strategy is to include only excerpts from that article in the body of the newsletter and some link that redirects the subscriber to the full content on the company’s website or blog.
This will help to increase the clickthrough rate. In addition, it is correct to include links to other content in the body of the newsletter, making it easier to read.
10 – Segment your contact base the wrong way
Sending the same newsletter to all subscribers is certainly not a good strategy, as they simply will not be interested in the same subjects, unless your market is a very, very specific niche.
The idea is to conduct a demographic research / study and group subscribers with similar interests and only then create a differentiated newsletter for each type of audience. After all, if you deliver the same content to everyone, soon the click rate will not be very suggestive and your subscribers may even unsubscribe from your newsletter.
Try to do something different, addressing different topics and tips for each of the groups you can identify.
11 – Lack of interactivity in the newsletter
Of course, your newsletter needs to contain links to other content or offers on your site.
But beyond that, you need to find a simple and effective way to make it interactive. This means giving readers the ability and free will to share their email with others (via email or on social media).
12 – Don’t think about who uses mobile devices
Currently thousands of people check their emails via smartphones and tablets. This means that – under no circumstances – can you forget about these users. Make sure that your newsletter appears complete and optimized for these devices, in case you don’t want to alienate a good part of your followers with a page full of errors.
You need to optimize each of the processes in the elements of your newsletter for these devices, from older smartphones and BlackBerries, making their way to iPhones and iPads.
In addition, it is important to think that broadband for mobile devices is expensive and limited. If the images in your newsletter are too large, this will increase the bandwidth or data packet consumption of these devices. So this means that anyone who opens their e-mail through these devices may simply not be able to load all the images, thus losing some of their content.
13 – Use a demotivating Call-To-Action
Each e-mail you send must have a Call-To-Action that invites your subscribers to click on any content or product offer. This is no different for the newsletter, although many companies simply don’t know it or just ignore it.
Make sure your team develops a very efficient strategy regarding Call-To-Actions, making them very clear in the middle of the content. It is essential that there is a standard CTA and other variations that will be throughout the text.
14 – Sell, sell and sell
Do not push advertisements to your subscribers. Everything has its time.
People subscribe to newsletters because they are interested in receiving relevant and important information and not because you want to sell something to them.
Instead, offer valuable content and clear, concise language that is not aggressive. Think about the conversation you can engage with your audience, not the conversion.
15 – Send attachments in emails
It is surprising how many emails arrive with attachments in many people’s inbox. In general, hardly anyone opens these attachments. People don’t want to waste time on attachments from companies they didn’t even ask for, either out of lack of interest or even out of fear of infecting their computer or mobile device with possible viruses.
Instead of attaching, place links in the body of the email. This way you solve the problem easier and don’t annoy your subscribers.
16 – Ignore mistakes and make them often
If you make a mistake, try to think of the best way to solve it. Try to turn these mistakes into opportunities to start a conversation through an apology to those who follow your company.
That way you build a relationship based on trust and sincerity, making your followers see your company and its behavior with different eyes, without judgment. You don’t need to just use email to post an apology. Social networks are there for that. How about offering a flash sale to your contact list?
In general, these opportunities go unnoticed by most companies, often putting them at serious risk of compromising their business and leaving a sense of frustration in the minds of customers and followers.
17 – Fill your subscribers’ inbox
Sending your newsletter to your contact base is rarely a problem, but sending too much can become a problem (and a big one).
Try to balance the sending frequency and develop a periodicity strategy. You can experiment and carry out tests in order to evaluate what will be the open rate and clicks, consequently evaluating the bounce rate of the subscribers.
From then on, your company will be able to set up a calendar and define which days of the month there will be a newsletter sent to the public.
And now? Did you learn how to avoid all these catastrophic mistakes when creating a newsletter? You can also check here some essential tips for the success of your newsletter.
Don’t forget that every good strategy needs time and a lot of research before it gets off the ground. Only in this way that you and your brand can grow in an increasingly competitive market, where the main rule is to delight customers from the first moment.
Do you have any doubts, ideas or want to contribute with other errors that we did not mention here? Feel free to leave your comment in the field below!