Dos and Dont’s of an Email Newsletter: Part 2

Email newsletters are not always as simple as one would think.  They must be designed considering the reader, how the email will appear using various technology (mobile, Outlook, internet browsers), and how to best present the content.

To help you achieve the best turn out for your email campaign, we have created a list of Do’s and Don’ts that you should keep in mind:

Do make tests

There are multiple email clients out there so try experimenting with as many as you can, focusing on the major ones if possible. Start by creating an account on Outlook (the replacement for Hotmail), Gmail and Yahoo. Send the email to all of the accounts and see what it looks like on the other end.

Do determine your target audience

This goes for most business endeavors but it’s an important point that shouldn’t be forgotten. Who is your audience? What’s their age? What’s their gender? What are their interests? Your content should be suited for the people you want to be reading it.

Don’t spam the readers

Take the time to create a timetable for when and how often you will send your emails. Sending too many will land them in spam territory. Even if the recipient is interested in you and your business, if their inbox is full of nothing but emails from you there’s a good chance they’ll want to unsubscribe.

This is also where your audience knowledge comes in. Would your audience prefer a daily update, a weekly newsletter or just a message whenever something interesting is happening?

Do make the newsletter interesting and engaging

The average attention span of a typical internet user is pretty short but you’d be surprised by how many people are willing to stop what they’re doing and read something if it interests them. This all depends on what type of content you’re sending. If you’re trying to sell something or encourage your readers to click to an external site, it’s better to keep it short.

Do include an opt-out link

For whatever reason, some of your readers may decide that they don’t want to receive emails anymore. It’s better to make unsubscribing as painless as possible because making it difficult will only leave you with a bad reputation.

Don’t forget to link to your social media platforms

Never assume that your readers know about your other Social Media platforms. Advertise them as often as possible, possibly putting links to them at the end of your email as part of a signature. Of course you could also use one of your newsletters specifically for advertising your Facebook or even your arrival on to a new platform.

If you enjoyed this blog, you may also enjoy reading, “Email Marketing Basics”