Your audience is most likely already receiving dozens (or even hundreds!) of emails in their inbox every single day— not surprisingly, the vast majority of these newsletters quickly end up archived or in the trash bin.
If you want to avoid your newsletter ending up in the junk box, there are some common mistakes that you should avoid.
There are several common mistakes that people make when creating newsletters:
- Not having a clear goal or purpose: It's important to know what you want to achieve with your newsletter and to have a clear focus.
- Not segmenting your audience: Not all of your readers will be interested in the same things, so it's important to segment your audience and tailor your content to their specific interests.
- Not being consistent: It's important to be consistent in terms of the frequency and content of your newsletters. This helps to build trust with your readers and ensures that they will look forward to receiving your emails.
- Not including a call to action: Your newsletters should include a clear call to action, whether it's encouraging readers to visit your website, make a purchase, or sign up for an event.
- Not testing and optimising: It's important to test different elements of your newsletter, such as subject lines and layout, to see what works best. This will help you improve the effectiveness of your newsletters over time.
- Spamming: It's important to only send newsletters to people who have specifically requested to receive them. Sending unsolicited emails, or spamming, is not only annoying to recipients but can also damage your reputation.
- Sending too frequently: While it's important to be consistent, you don't want to overwhelm your readers by sending too many newsletters. Determine a frequency that works best for your audience and stick to it.
- Not personalising: Personalisation can help improve the relevance and effectiveness of your newsletters. Avoid sending generic, one-size-fits-all newsletters and instead, try to tailor your content to the specific interests and needs of your audience.
- Not proofreading: It's important to proofread your newsletters before sending them to catch any typos or errors. This helps to maintain the professional image of your business.
- Ignoring mobile optimisation: With more and more people reading emails on their phones, it's important to ensure that your newsletters are optimised for mobile devices. This includes using a responsive design and keeping the content concise and to the point.
There are several reasons why people might unsubscribe from a newsletter:
Lack of relevance: If the content of the newsletter is not relevant or interesting to the reader, they may decide to unsubscribe.
Too much frequency: If the newsletter is sent too frequently, it can be overwhelming and cause people to unsubscribe.
Lack of value: If the newsletter does not offer value or useful information to the reader, they may decide to unsubscribe.
Irrelevant or spammy subject lines: If the subject line of the newsletter is not relevant or is spammy in nature, it may cause people to unsubscribe.
Too much promotion: If the newsletter is primarily used as a platform for promoting products or services, it may cause people to unsubscribe.
Lack of personalisation: If the newsletter is not personalised and feels generic or mass-produced, it may cause people to unsubscribe.
Change in interests or needs: People's interests and needs can change over time, and if a newsletter no longer meets their needs, they may decide to unsubscribe.