Do’s and Don’ts when using Email Newsletters

By Lina Pineros

screen-shot-2017-01-03-at-10-04-22-amAn email newsletter is a marketing and communication tool that will help your brand build a unique relationship with your customers, clients and prospective customers. This tool has many useful functions: it may inform subscribers about your products, offer discounts or just to give a heads up on what you’re brand has been up to. It can be a very powerful tool if you use it the right way. Below you can find some do’s and don’ts when using email newsletter.

Do make it personal: People don’t like generic messages; it will give customers the idea that they are just a name in a big list. Adding a personal touch to your message makes the subscriber feel that there is a relationship between them and your company and will make your email more trustworthy. Begin the message with the person’s first name. Additionally, a good idea is to write it similar to the way you speak, this will make you sound more authentic and will give the subscriber the idea that you actually wrote the message.

Don’t email too much: Try to email only for important and relevant things, people get annoyed quickly. If you send too many emails, people see it as spammy and tend to unsubscribe, especially if your email contains irrelevant information. You have to find the sweet spot of how often you should send them. It depends on what you are trying to do and about the information you want to deliver. An idea is to test your email frequencies for each type of email you send and see how your subscribers respond. The statistics will tell you if you should send the emails daily, monthly or weekly and also which type of emails your users respond more.

Do keep it simple: Keep the message simple and straight to the point. Don’t give too many details. People don’t like to be overloaded with too much information. For example, if you want to inform your subscribers about a new sale, don’t post all the sale items on the email, just let them know the important details of the sale, like when it starts/ends and what the sale is about, then give them the option to explore the products. Below you can see a great example from Saks Fifth Avenue.

Don’t make it hard for people to unsubscribe: Keep it simple for people to unsubscribe. Don’t make it difficult for people to find the unsubscribe button. This will help you maintain a clean subscribers’ list with people that really want to receive and read your emails. This will provide you with a more engaged audience, and also will avoid people from marking your email as spam.

Do get creative with subject lines: Even if you have a lot of people on your subscription list, there is no guarantee that all of this people will open your emails. Getting creative with the subject line, and making it sound interesting and striking will increase the probability of people opening the email. Below you can see some examples of a company’s subject lines; they are appealing and make you want to click.

Don’t buy email list: Building an email list is a long but worthy process. People that subscribe to your email list really want to read and see your content. Buying an email list may not be effective and could be a waste of your money since these people won’t be becoming your customers unless you are able to give them a reason to, but it’s remains unlikely. The only thing that you will get out of this will be people’s complains and a bad reputation. Buying a compiled list is very likely just spam.

Smartphones have made email marketing more important than ever. I mean, everyone has a smartphone these days and syncs their email to it. So, while email marketing can be a goldmine for your business, make sure to keep these simple tips in mind so it doesn’t become a drain on the company.

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Content Marketing Email Marketing

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