10 mistakes you’re making when producing your newsletter

Many are the marketers that contend with low clickthrough and conversion rates and aren’t really sure why. The time has come to make the most common errors right.

It’s been quite some time since using an email marketing system was considered optional. It is a fact of business that sending out newsletters with an email marketing system is an integral part of any marketing plan – whatever the timeframe may be. Whether it be ecommerce sites wishing to update their site visitors about new promotions, or an association or NPO seeking to publish a new article – a properly prepared newsletter will hit its targets.

Despite this, it turns out that its not just a few marketers that face low clickthrough and conversion rates and aren’t really sure why this is the case. In practice, the source is usually one of a number of commonplace errors, and the time has come to fix these errors. What are you doing wrong? That’s what we’re here for with this guide that will make each of your emails relevant to your customers.

The right way to write a newsletter


1. You’re undervaluing the importance of target audience segmentation

A newsletter is supposed to provide a personalized experience, and that which is right for customer A isn’t always right for customer Y. Consequently, we recommend not sending the same emails to your entire mailing list Rather, match your messages to relevant segments. In this way, you’ll create value for your customers and increase conversion and engagement rates.

2. Avoid TMI

Too much information is one of the failures of the digital age. In 2015 the average person’s attention span was shown to be a mere 8 seconds, less than a goldfish. Much water has flowed under the bridge since then, and its probably a safe bet to assume that it presently stands at 5 seconds, at best. What, already, can happen in 5 seconds? Great question. To answer it, assume for a moment that you are speaking with someone for the first time. What would you say to impress them? How would you avoid pushing them away? Use titles, subtitles, organized paragraphs, and illustrative images to perfect your content so that it won’t chase away customers.

3. You’re forgetting your mobile browsing lessons

Over half of all newsletters are opened on smartphones. Surprisingly, however, there are still quite a few marketers that have yet to update their digital assets for viewing on mobile screens. It’s not that it’s inconvenient for your site visitors to read your content, such that the user won’t internalize your messages – rather, they simply won’t read the content and will delete your email. Invest in responsive templates that offer a positive browsing experience on any device.


A newsletter is an effective tool – if used correctly. Photo: UNFLASH

4. You’re not investing in branding

Creating a consistent brand language is not only an important activity, it’s vital. When a customer receives a newsletter, they should be familiar with the sender and feel a connection. It’s best if your newsletter’s branding is in sync with the language and logo appearing on the rest of your digital assets – website, Facebook page, Instagram, etc. Add appropriate links to these assets and clear cut CTAs. Designing a newsletter in a uniform language in terms of graphics and content will strengthen your branding.

5. You’re love yourself too much

Self-confidence is an important trait. At the same time, however, it’s important that you are self-aware enough to avoid talking too much about your brand. Your customers want to know how your brand creates value for them and fulfills their needs and wants, and not what the company’s CEO thinks about the product that they themselves are producing. Make sure that content related to your brand doesn’t exceed 10% of all of your newsletter’s content. Sell-praise may lead to distrust and possibly push customers away.

6. You’re using unfamiliar language

Talk straight. Using grandiose words like “by what means” (instead of “how”) or “whilst” (instead of “while”), and similar, will come across as overdoing it and distant. Amongst others, nobody really talks like that in daily conversation. Likewise, stay away from corporate lingo, internal jokes that only you and your colleagues know, and from smug talk that isn’t relevant to your target audience.

7. You aren’t proofing before sending

Avoid typos when writing your newsletter. even if you have to review your texts 5 times before sending. Enough said.


Confirmation de commande
Nobody likes being sold to. Photo: UNFLASH

8. You’re selling too hard

Nobody likes being sold to, even if they like buying. Share your exceptional content with your customers, convey the tremendous value you offer – and your customers will thank you. Don’t try too hard to convince them to buy, and don’t bombard their inboxes with “Incredible Sales” every two hours. Remember: each of your customers is at a different stage of your marketing funnel, and sometimes it takes them a while to decide. Move them to the conversion stage with care and determination.

9. You’re attaching unknown files

You actually are promoting an incredible sale and want to attach a file with a video clip filmed by one of your customers that really liked your product. Sounds innocent enough? Well, think again. Unknown files may include malicious code that will divert your newsletter directly to SPAM folders and get you on ISP blacklists.

10. You aren’t A/B testing

Comparative tests are not a recommendation – they are critical, and their aim is to increase the effectiveness of your newsletter amongst a number of different target audiences. After you understand what works and what doesn’t, you’ll be able to perfect your messages and increase the chance of higher conversion rates.