7 Mistakes to Avoid When Sending Newsletters
13 Mar 2018

7 Mistakes to Avoid When Sending Newsletters

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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.