For many of our clients, newsletters are a valuable form of communication. They can drive traffic to websites, boost sales and reinforce a connection with your audience. They’re a powerful tool brands across both B2B and B2C sectors can leverage – but they’re often prone to misuse!
Here are my top three mistakes that could be harming your newsletter communication strategy…
Sending too many
If you’re a busy brand with a lot to communicate with your audience, it’s easy to fall into the trap of sending too many newsletters too often. Send more than two in one week to the same database of emails and you’ll soon become a nuisance. You don’t want your audience to view your newsletters as just another spam email. It’s better to focus on quality over quantity.
If you’ve got a lot of messages to communicate, why not opt for one monthly wrap-up newsletter? This will then wrap all of your offerings and latest news into one neat and tidy piece of reading. It also means you can concentrate on perfecting that one monthly newsletter so it’s got the best chances of generating the results you want.
Not keeping it user-friendly
Ease and convenience are vital when it comes to crafting a newsletter your audience will engage with. Text that’s hard to read on a screen, fiddly website links that don’t smoothly whisk users off to your website and a layout that shifts when you view on a mobile will quickly frustrate your readers.
Always keep the end user in mind when designing your newsletter and remember holding attention is key. Place your links in clickable buttons, keep text concise and in an easy-to-read font and don’t over-complicate your layout. Many platforms will allow you to test what a newsletter looks like on both desktop and mobile, so be sure to check this before you press send.
A dull subject line
All the effort you put towards creating a captivating newsletter could be lost if you attach a boring subject line to it. Keep your subject line brief and summarise the key message of your newsletter – there’s no need to overcomplicate it.
For example, a newsletter about an offer you’re running for Valentine’s Day could have a subject line that tells readers what they can benefit from in one sentence – “40% off this Valentine’s Day”. It’s sweet, simple and does the trick. Readers know exactly what they’re getting!
If you’re interested in upping your email communications game, we’re here to help. Get in touch to find out how we can support you here.