When you eventually decide to take the plunge and send out a newsletter to your customers, you need to make sure that you are doing it right. If you spend hours creating the content for the newsletter and it doesn’t generate any traffic, you’ll have wasted everyone’s time. Unfortunately, there are some common mistakes that business owners make when creating newsletters that can waste time and money.
So, what are the common mistakes that you should aim to avoid when sending out a newsletter? Find out more below in this article.
What Is A Newsletter?
If you are unfamiliar with a newsletter, you should know that this is a structured email that is typically sent out to a customer mailing list. Newsletters can include a variety of content types and will usually aim to engage users and direct them to a website. Some newsletters will include business updates and customer feedback while others will focus on new product launches and discounts. With so much room for creativity in newsletters, it can be easy to make common mistakes.
Spending Too Much on Design
If your goal is to increase conversions, you will want to spend some time and money creating an effective newsletter. However, if you end up spending too much money on the design of the template, you might not be able to make up for that in the long-run. Many people make the mistake of hiring a professional developer to work on the template and while this can look great, it isn’t within everyone’s marketing budget.
The good news is that you can download newsletter templates that are affordable, and some are even free to use. Yes, they won’t always be tailored directly to your brand and audience, but they can be a great way of saving both time and money. Don’t make the mistake of spending too much money on the design element.
Sending Monthly Emails
There is a common misconception that customers don’t want to receive updates any more than once a month. This is a big mistake that many business owners make, and it can result in them losing out on valuable customers. Monthly newsletters can be effective but if you are not communicating with your customers regularly, they might be swayed to shop somewhere else by a competitor who is.
If you can, create a schedule that allows you to send out regular newsletters more often than once a month. This way, you can keep your customers engaged. Just make sure that you are not bombarding them with content – once a week should do it.
Lack of Personalisation
In 2020, customers want to feel as though they are valued and so if your newsletter looks like it has been created for everyone, it isn’t going to encourage them to buy your products. Many business owners make the mistake of creating general emails that don’t hold much value and can put customers off. If your competitors are offering a personalised email with your customers’ names and favourite products included, they are going to secure their business.
To avoid this mistake, make sure that you are using email marketing software that allows you to add personalised subject lines and content. This can usually be done automatically so that you don’t have to spend time writing out each individual email.
Large Chunks of Text
Typically, newsletters will have a bit more text than a general signup or marketing email. This is because they are usually more informative and will include important information. However, a common mistake that is made by some brands is leaving large chunks of text. If a customer is reading the newsletter on their smartphone, they will find it hard to read the large chunks of text comfortably. If they cannot skim the text, they might not read to the end of the newsletter.
Try to include smaller chunks of text in your email design. Most templates will cater to this, so you don’t have to spend time designing it individually. The easier the newsletter is to read; the more people will avoid clicking off it.
Lack of CTAs
Another common mistake that those sending out newsletters make involves the CTAs that are in place. CTA stands for a call to action and they are typically used on websites. Some people believe that newsletters are different from marketing emails and don’t need any CTAs, but this is not the case at all. If you aren’t showing your customers how to easily get to your website and act on what you have said, they might not ever make it back there.
Try to include as many CTAs and links to your website as you can within your newsletter. You can do this without overcrowding your content by making your images clickable and asking readers to interact with your content. If you can, include an option to share the content to social media as this can also be quite effective.
Too Much Content
Finally, you might find that your newsletters have far too much content within them. Customers are busy people and don’t always have time to read pages upon pages of content by every brand. While those who have signed up to your newsletter are typically engaged, you need to keep them engaged.
Try to keep the content to a minimum and use images to break it up. The last thing you would want is to have the important content at the end which your readers never get to. Try to reduce the content to a page or two and you’ll thank yourself later.
Make Some Changes
Now that you know a bit more about the common mistakes made by those who are sending out newsletters, you can make some changes today. Try to avoid these mistakes and create an effective and engaging newsletter. Try to use templates and engage with your readers for the best possible results this year.