For every dollar spent on email marketing, you have the potential to earn approximately $54. With such a good ROI, email marketing is definitely a great channel for marketers. Read on to find the newsletter mistakes you need to avoid while sending an email.
There is just one problem.
Your business isn’t the only one making it to your target audience’s inbox. They receive tons of emails every day. If you want to stand out from the crowd, you have to make sure that your newsletters are engaging.
You really can’t afford to make any mistakes.
In this post, let’s talk about some common newsletter mistakes that you can avoid to improve the effectiveness of your email campaigns.
Newsletter Mistakes: What You Should Not Do
The main difference between a well-written newsletter and a terrible one is conciseness. If you have been trying to cover a lot of different topics in one newsletter, it’s time to cut the crap. We’re just getting started here.
Here are some other serious newsletter mistakes that are more serious. Your recipients may find it difficult to forgive you if you make these errors.
1. Not Adding An Effective CTA
The whole purpose of most email campaigns is to encourage subscribers to take an action. It could be to purchase a product, check out your new collection, or sign up for an event.
Whatever it is, you need to spell it out clearly.
A good CTA informs the readers about what they are expected to do next. It can go a long way toward achieving your campaign goals.
On the other hand, don’t go overboard with CTAs either. If you include four to five different CTAs in a single newsletter, it will only end up confusing your subscribers.
It can also be extremely overwhelming.
Your CTA has to be in-sync with your newsletter content and goals. If you are talking about a new event, it won’t be relevant to add a CTA for shopping. Instead, your CTA should be about signing up for the event or something related to it.
2. Not Segmenting Your Subscriber List
Sending the same email content to all of your subscribers is a huge mistake. Some of your subscribers may want to get updates about your latest offers, while others may just want to read your content.
The point is that each subscriber has different preferences. When you send a newsletter that isn’t relevant to a subscriber, it isn’t going to drive any results.
This is especially true for ecommerce businesses.
A 25-year old female is unlikely to be interested in buying the same products that a 50-year old male would want. So, sending them a common newsletter isn’t a good strategy.
Relevance is key to engaging a subscriber. That’s why it’s a smart move to segment your email list based on some common factors.
These could include:
- Browsing Habits
- Sales Cycle
It’s also a good practice to prune your email lists once in a while.
If someone is not engaging with your newsletters, there is no point in sending them emails regularly. This could help you boost your engagement rate.
Want to delve in deeper?
To further optimize your efforts, you can also use advanced tools for email tracking. With the help of these tools, you can gauge the success of your email marketing campaigns.
3. Not Optimizing Your Content for Mobile Users
Before you send out your emails, take a moment to see how it appears on mobile devices. If your emails are not mobile optimized, some images may be disproportionate and parts of your text may be hard to read.
You can use advanced software programs for email marketing to make sure that your newsletters are mobile-friendly. Along with that, also avoid adding big blocks of text. On a 4 or 5-inch phone screen, sentences run longer and can reduce readability.
A sentence that occupies two lines on a computer screen can end up being eight lines on a phone screen. So, it’s a good idea to write short sentences and paragraphs.
Also, heavy images are not easily displayed on mobile screens. Make sure all the visuals you use are mobile-optimized. If your entire message is based upon the context of an image and it doesn’t get displayed on mobile screens, your efforts will be wasted.
4. Not Using Engaging Subject Lines
If you want your subscribers to read your newsletter, you have to entice them with an engaging subject line. After reading it, they should want to click on the newsletter.
Something as plain as “December Newsletter” won’t make the cut. To write a good subject line, put yourself in your buyer personas’ shoes.
For limited-time offers, your subject lines should instill a sense of urgency. You could also use emojis to make your subject lines more engaging. In follow-up emails, you should reference the previous message to boost familiarity.
To find out if your email subject lines are effective or not, you can use online headline analyzers. Some of them also provide suggestions on how to improve your subject lines.
Your email campaigns aren’t always going to be perfect. But there are some common mistakes you can avoid to boost your open rate and drive engagement.
When you are crafting your next email campaign, make sure you are not making the mistakes mentioned above. They could end up costing you business opportunities and a chance to grow your business.
Do you have any questions about any of these newsletter mistakes? Please mention them in the comments section.