Email newsletters have become very boring today for many similar reasons. In this article, we present some common mistakes that marketers make in their newsletters, so that you know and avoid them so that your newsletters are not boring and neglected.
Brands have used newsletters to inform their customers about their products and educate their audience.
For as long as they have been using email for marketing,
newsletters have become very popular today and are becoming somewhat boring.
It may seem counterintuitive for this to come from someone who works for an email marketing company, but in reality, there are a lot of boring newsletters all over the place.
But how do you know if you are the one? And how do you know if your newsletter is one of those messages that gets deleted rather than read? And how do you improve it?
Let's look at some common email errors and what you can do to avoid them.
Common newsletter errors
It can be said that the most important errors that can occur at the level of widespread newsletters are:
- You talk a lot about yourself.
- You pressure customers hard to sell them a product.
- You do not have a specific goal.
- Don't write like a normal person.
- Not dividing the audience into categories.
- Not doing an A/B test.
- Failure to monitor results.
You talk a lot about yourself
We can understand that you think the newsletter should primarily talk about you or your business. However, one of the most common mistakes marketers makes is talking about themselves or their work too much.
Here's a little secret about newsletters, which applies to all areas of marketing. Nobody wants to hear you talk about yourself or your company. People follow you because you're presenting things that matter to them.
Think about the newsletters you enjoy reading. Are they full of news about what the people in that company had for their Friday lunch? Or is it filled with content that interests you?
But that doesn't mean you should never talk about yourself, it's a good idea to follow the 90/10 rule in this case, so you devote 90% of the time to providing your audience with content that is useful to them, and 10% to talking about yourself.
You pressure customers hard to sell them a product
One of the quickest ways to lose followers in your newsletter is just to promote your products.
Email is a good way to invest, and your primary goal is to grow your business, but your newsletter is not the place for direct and aggressive sales promotion.
Your newsletter is a place to build your brand and gain the trust and respect of your audience, and as we mentioned earlier, strive to be useful. It is all about building your community and your brand.
You don't have a specific goal
With every newsletter you send, ask yourself, what is the point of this message? Each message should trigger a simple reaction in the reader, which is often referred to as the “cash-to-action” style.
If you want the reader to click through to a blog, make it easy by adding an option that guides the reader; And if you want them to sign up for a webinar, tell them clearly and give them an easy way to sign up.
Brands usually make two mistakes. The first is not to “call to action.” Some people, especially the “that’s what we had for Friday lunch” category, gossip about something, with no real benefit to their message in your inbox.
The second mistake is that there are too many calls to action. If you include a link to everything you post on the Internet, you will leave people confused about which link to click, and after you successfully paralyze their decision-making power, the more likely they will be out of your email altogether.
Narrow your goals, and you will achieve better results.
Don't write like a normal person
This statement is correct, especially regarding newsletters written by companies or brands, who forget to write their message like a normal human being. Many marketers write their newsletters in simple and nice language while hiding behind the brand name.
Indeed, people sometimes feel a connection to companies and products, but they feel a stronger connection with real people, so if you're writing a newsletter, attribute it to yourself and let people identify the person writing the letter.
Gigi Rosenberg, public speaking coach and user of Campaign Monitor, has expert advice about writing a newsletter. She sees her newsletter as a party and invites it, unlike social media, where she sees herself as one attendee.
“For me, the people on my email buddy list are my party guests or the very important people,” says Gigi. “Every month I share a public speech tool with this special group of people, that manner I will provide them one thing useful, I keep connected with this special community."
Not dividing the audience into categories
56% of people say they unfollow an email if the content is not relevant to them, yet marketers keep sending the same content to their entire follower's list, hoping that people will be interested in it.
Each of your audience has different interests, so to avoid losing your followers and to keep your content relevant to them, start thinking of ways to segment your audience into categories based on age, location, or occupation, which will give you better ideas for the right content to send to them.
No A/B Tests
A/B testing is an easy way to test distinct elements of your email and see what your audience likes, as many brands neglect to take this test, while others do it and get significant results.
We did A/B testing a while ago; we tested email tone by designing an email account that used a positive tone, while the other account created an attraction and a sense of urgency, and our audience turned out to be pretty positive, with the positive tone email account winning At a higher rate of up to 22%.
Other items you can A/B test on:
- Article line count.
- Email body length.
- personal character.
- Template style.
- Induction technology buttons.
The options are many and unlimited.
Failure to monitor results
The final mistake marketers make when crafting a newsletter is that they don't monitor the results. By reviewing metrics and results after each campaign, you gain valuable insights into the type of content your audience responds to, allowing you to understand your followers on a deeper level, and what they prefer., such as they prefer articles with long or short lines, or they like to email with only words without pictures, or vice versa.
Monitoring your email metrics is the key to the success of your newsletter.
There are so many bad newsletters out there, that shouldn't deter you from sending your messages. When the messages are written with care and precision, they have tremendous power to build your brand and enhance social feeling among your audience. Just avoid the mistakes of the past when writing your newsletter, and you'll do well.