Time and time again I come across poorly formatted email newsletters and quite honestly, it breaks my heart. A simple mistake made in an email newsletter can translate into a missed opportunity for your business to engage readers or convert leads into customers. This makes me really sad. I want your business to experience success!
Let’s put a stop to this communication sadness and start actively avoiding some common mistakes. Below are a few tips to remind you what NOT to do in your email newsletters.
If the only thing that links to your website in your email newsletters is the “unsubscribe” link then you have a problem. The big idea behind sending these newsletters is to encourage your contacts to interact with your company in one way or another. By not linking images, text or your logo from the newsletter back to your website, you’ve taken away the stepping stone your email recipients need to cross over to your main online business platform (your website). Even if the main goal of the email was just to give some sort of confirmation to a customer, as opposed to being an offering email, still link back! Adding links into your emails is easy to do, so there’s no excuse for not doing it.
Forgetting to link to your website from your newsletters equals a missed opportunity to connect with customers.
Nobody likes being tricked into doing something they don’t want to do, so be transparent in your newsletters. This means giving your recipients key information they need upfront instead of tricking them into clicking on a button they wouldn’t have otherwise clicked. This tends to be a problem with promotional emails. If you’re sending an email because you want people to download an offering from your website, be straight forward about what it “costs” for them to receive the offering. Make sure the answers to the following questions are clear to recipients just by reading the email and not clicking:
If you’re purposely not including the cost of the download in the email with the hope of improving click-through rates, that’s cheating and duping your recipients and that’s NOT OK.
Send out email newsletters that are transparent and provide recipients with the information they need to make a purchase decision.
Emails should never be a dead end for your readers. No matter the main purpose of the email, there’s always room to give readers a next step or alternative action to take. When sending offering emails, although you may be promoting one specific product, you can keep the ball rolling by giving a shout out to another product or service at the end of the email. This gives readers the freedom to choose the path that best fits their consumer needs, yet both options result in them interacting with your business. It’s a win-win situation!
Even if you’re sending out more of a heads-up, informative type of email to perhaps alert your contacts about an upcoming event or a policy change, you still want to encourage them to take an action that drives them back to your website.
Always give your recipients an action or follow-up action to take within your email newsletters.
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