7 Common Problems Working with Email Newsletters


7 Common Problems Working with Email Newsletters

Email newsletters are one of the best tools in your arsenal. Of course, if you want them to make you profit, you must follow a number of rules. In this article, you will learn about seven gross errors that marketers make when working with email newsletters.

1. Selfishness
Remember: the goal of emails is to help your subscribers, they should always come first. If you send out only news about yourself or an advertisement for your products, you can’t expect success. It’s important to remember the 80/20 rule: 80% of the content of the letters should be of value to your subscribers, and only 20% of the content may be advertising of the company or products.

2. Too frequent mailings
For the first time building a subscriber base, you probably decide to arrange mailings literally every day. Do not do that. Filling spammers’ mailboxes of subscribers will only scare them away. Of course, the situations are different – if, for example, a user, even when subscribing, found out from you that the newsletters would be daily, then it would be logical to send him one letter a day. If you did not say anything about the frequency of mailings, then it is better to limit yourself to one or two letters a week – so you constantly remain in the field of view of the consumer, but at the same time do not annoy with excessive obsession.

3. Too intrusive letters
It is necessary to choose the right tone of the letter: be positive and sociable, but do not slip into the frank imposition of your positive. Obsessive advertising, product promotion scares users away. But where is the line that cannot be crossed? Pay attention first of all to what feelings arise when reading your letter. If it seems that the text is quite suitable for a television commercial, then lower the tone. Start, for example, by reducing the number of exclamation points in the text.

4. Illiteracy
Always check your letters for spelling and punctuation errors. The subject line is similar.

5. Inappropriate email topics
Users often delete emails with overtly advertising headlines, even without reading them. Treat the subject of the letter in much the same way as a tweet: it should be interesting, bright and short – no more than 140 characters.

6. Poor formatting
Today, users read emails not only on a computer monitor. In fact, most people read letters first on a smartphone, and only then decides whether to save it or respond. Incorrect formatting, which will make letters difficult to read on the screens of mobile phones or tablets, will force users to delete them almost immediately.

7. Unsuitable length
Do not make letters too long. Your task as an online marketer is to make contact with the user, attract his attention and leave. If you have something to say, it’s better to write an article, and include the preview with a link in the next e-mail.

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