The Do’s and Don’ts of Your Email Newsletter

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If you’re a small business owner, the idea of sending out daily and weekly promotional emails and advertisements might seem like too much to handle. If you are trying to figure out how to best engage your leads and customers, or simply stay on the top of your customer’s mind, sending out a monthly newsletter could be the perfect solution.

According to HubSpot, not every company needs a newsletter, but it can be a marketing tactic that has its advantages. Here are a few:

Advantages:

  • Spread your brand awareness by associating it with positive sentiment and communication that helps maintain customer relationships
  • Expose existing content. If you write for a blog or have a personal website, this is the perfect way to link to your articles and sites straight from the newsletter.
  • Share different types of content. Newsletters are an all-in-one deal. You can share popular blog posts, a new offer, an announcement of some sort, or a promotion your business is running, all in one e-mail.

 

In order for these advantages to work in your favor, you should also follow these guidelines:

Do this:

  • The content of your newsletter should be 90% educational and 10% promotional.
  • Always proofread your newsletter. You can’t change your wording or update your content like a blog.
  • Avoid spam trigger words (Avoid words like “Buy Now, Investment, Click, Subscribe, Sales, etc.”)
  • Create one compelling call-to-action (For example: Ask for a referral!)
  • Create and research clickable subject lines
  • Make your design simple enough that it compliments your content
  • Add in a button that makes it easy for people to unsubscribe

 

Don’t do this:

  • Create a poorly segmented email list
    • The content of your newsletter should always be relevant to your audience. Even though email newsletters are seen as catch-all content, their generic content will not apply to anybody and everybody on your list.
  • Information overload
    • Often newsletters suffer information overload, where the context of information is too wide, the amount of information is too overwhelming, or the information is just plain old boring.
      • Tip: Write a short description of the content in your email newsletter and then include a link to read more on your personal website or link to the website of the article.
    • Too many calls-to-action
      • Have one solid call to action in your newsletter—more than one can lead to confusion by the reader
    • Vague subject lines
      • Don’t stick to the generic “Monthly/Yearly [Product/Business] Update.” Make your subject lines creative and interesting.

The next time you are creating your weekly/monthly/yearly newsletter, keep these tips in mind. Like any marketing strategy, make sure to track your wins and losses, and adjust your strategy based on how people are responding. If you are putting effort into newsletters each month and noticing that people aren’t clicking—you might want to reconsider even writing a newsletter.

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