Sending regular newsletters is a great way for your brand to stay in touch with customers. But this marketing strategy is only effective if you can get subscribers to open and click. There are some basic mistakes that companies make when pushing out newsletters that result in low open rates. We’ve put together a list of seven common blunders that marketers often make with their newsletters to help you avoid these pitfalls and maximize the performance of your program.
- Reusing the Same Subject Line
Your newsletter is your update to the world, so make sure that you are delighting audiences with new information. If a consumer sees your message in their inbox and they think they have read it before, they are unlikely to open it. In fact, they will probably just hit delete. While it’s ok to use a regular headline that identifies the mailing such as, “Paloma’s Weekly Update,” just be sure to add information about what is inside this specific email such as, “Paloma’s Weekly Update: Everything You Need to Know About GDPR.” Sell the content, that’s why your subscriber signed up.
- Inconsistent Frequency
If you send your email every day for a week and then don’t send another email for a month, chances are you aren’t going to have a strong open rate. Customers like to know what to expect and when to expect it. Once someone signs up for your newsletter program, send a welcome email with information on what kinds of content your newsletters include, as well as your sending schedule. Customers that understand the expectations will be on the lookout for your messages.
- Forgetting the Call-to-Action Button
Your email has a great subject line, and the subscriber has opened the email. Don’t forget to design a clear call-to-action. Whether you are selling a product or just trying to drive website traffic, make sure that your email has a clear call-to-action that encourages the consumer to take things one step further. Define the objective of your email and make sure that this button is tied to your goal.
- Not Promoting Your Newsletter
The reason that you create an email newsletter program is to be in touch with your audience. If you are going to the trouble to create an email, make sure that you have readers to support it. Your company should use every touchpoint to promote your email program. Make it easy to sign up by featuring a signup box clearly on every page of your website. Collect email addresses on your social media pages and within your mobile app. Also remember the benefits of in-person meetings with customers and ask for email addresses at the point of sale or at events.
- Making It Difficult to Unsubscribe
While it is important to make it easy to subscribe, don’t forget that it is also just as important to make it easy to unsubscribe. The last thing you want is a bunch of complaints that make the ISPs block your email delivery. Ensure that customers that want to opt-out of your newsletter can do so easily within the email. Make sure the message is visible at the bottom of your newsletter.
- Overlooking Social Media Buttons
Your email subscribers are some of your most loyal customers, so give them the tools to talk about their love for your company. Include social media share buttons within your newsletter so that your audience will share your content with the world. The best way to find new customers is through friend referrals, so it should be very easy for subscribers to tell their friends about your great offers and information.
- Not Optimizing for Mobile
More than half of emails (54%) are opened on a mobile phone, according to Litmus. Are your messages optimized for this traffic? If not, it’s time to do a reboot. With most consumers opening and interacting with emails on mobile phones, you must ensure that your content is easy to read on a mobile device. Consider more concise subject lines, a single image and simpler design, which look better on smaller screens.