wrong newslettersMany businesses use email newsletters to create brand awareness as well as build relationships with their customers and prospects. However, this marketing strategy can only be successful if is done right. Here are some the common email newsletter mistakes you need to avoid.

1. Failing to focus on the subscriber

Some companies make the mistake of filling newsletters with information about their staff, programs, premises, products and services. While this might be important, most readers are not really interested in knowing about your company. They are looking for information which addresses specific need or issues. Therefore, make sure your email newsletters offer content which is relevant, timely and useful. Focus less on the company and more on the subscriber.

2. Being too promotional

Don’t start an email newsletter with the sole aim of selling. Constant promotional messages will only end up putting off your recipients. Instead, the main aim of your newsletter should be to building strong relationships with your reader over a long period of time. Once you have won their trust, it will then be easier to sell your products or services. However, you need to make your promotional messages as subtle as possible. For instance, instead of sending a newsletter with the subject line ‘Buy the new Pro-Ad Website Templates’, you can focus on ‘How to Choose Website Templates for Your Site’.

3. Using ineffective headers

A lot has been said about the importance of having engaging subject lines. However, the success of email newsletters is also dependent on having proper ‘from’ and ‘to’ headers. Compare the following:

Email newsletter sample 1:

From: server14@xyznewsletterservice.com

To: list member

Subject: Pollman Treadmills

Email newsletter sample 2:

From: mary.hay@ pollmantreadmills.com

To: J. Weathers


[Pollman Treadmills] Fitness tips for beginners…

The headers in the second newsletter are obviously more effective. By using the recipients’ name, the communication appears to be one-on-one rather than a bulk email. In addition, the email is more likely to be opened since the sending company is recognizable.

4. Making unsubscription difficult

In an effort to maintain their list, some marketers make it as difficult as possible for anyone to opt out. They may force subscribers to go through several steps before they can leave, or even deny them permission to unsubscribe. This is a mistake which might end up costing you dearly. Besides having your emails marked as spam, disgruntled subscribers might decide to air their complaints on social media and other online forums. This will earn your company a very bad reputation and significantly lower your conversion rates. To avoid all the trouble, make it as easy as possible for people to unsubscribe.

5. Not making it easy for potential subscribers to sign up

When people visit your site or blog, they should know right away how they can sign up for your newsletter. Don’t hide your subscription box or fail to offer important information about your newsletter. On every page of your site, people should be given the opportunity to sign up. Make sure the subscription box is displayed prominently above the fold. In addition, you need to provide details such as the newsletter topic, frequency of sending and privacy policies. This will give subscribers an idea of what to expect in their inboxes once they sign up. They will also be assured of the safety of their personal details.