3 Common Newsletter Marketing Mistakes To Avoid

Find out how you can improve your newsletter writing and take full advantage of your mass email tool

If you find yourself going through the motions when writing and sending newsletters, you are likely missing out on ways to improve your messages. Even worse, you could be falling into some of the common pitfalls that prevent newsletter campaigns from being successful.

Since the average person gets more emails per day than they are able to read, you need to make sure your newsletters are standing out from the crowd. If your writing or your strategy has gone stale, you’ll end up with fewer clicks, opens, and responses each time.

To find out how you can revitalize your newsletter campaign when sending a Gmail mass email, keep reading. We’re going to be discussing everything from mass email tools to sales tips. Let’s find out the most common newsletter marketing mistakes to avoid.

  1. You are Not Taking Full Advantage of Your Mass Email Tool

Too many email marketers fail to take advantage of all of the features of their chosen mass email tool

You could be missing out on conversions if you aren’t taking full advantage of your Gmail mass email service.

Efficient email marketing is nearly impossible without the help of a mass email tool. Your chosen mass email service is the best asset you have when it comes to sending Gmail mass emails. However, few email marketers are taking full advantage of the capabilities of their mass email service. For example, a common mistake is neglecting A/B testing.

A/B testing is the best way for you to find out what is and is not working with your newsletters. When you A/B test using your Gmail mass email service, you can test out subject lines, graphics, copy, and other elements of your message that need to be evaluated. A/B testing provides clear results so you can make informed decisions about your newsletters moving forward. 

For example, if your newsletter has a CTA option you can test out whether “click here” or “find out more” is the more effective CTA option. Using A/B testing is a surefire way you can get clear answers on which parts of your newsletter are effective or ineffective. 

Another underused part of your mass email tool is monitoring. Many marketers simply assume that their messages are going over well and your audience is thankful for all of the updates. As we know, this is rarely the case. When you monitor each campaign and closely examine the metrics, you can get a better understanding of how your audience is responding to your newsletters. If you feel like your messages aren’t getting the attention or responses that it used to, try monitoring your campaigns to find out what your audience wants.

  1. Your Newsletter Reads Like a Sales Pitch

Selling too hard in your newsletter is one of the most common mistakes people make when writing newsletters

Avoid overloading on sales tactics in your newsletter.

Though your newsletter may seem like the right place to showcase your newest product or service, there is a careful balance between an informative message and a sales pitch. Often, if your newsletter swings too far toward being a sales pitch, it is off-putting to your audience.

The key to understanding newsletter marketing is this — your recipients signed up for your newsletter because they believe it will be beneficial to them. That means, if you are just talking about your business, your accomplishments, or are simply sending a version of your sales copy, you are likely going to get recipients unsubscribing.

Writing a newsletter that appeals to your audience is often more difficult than you think. However, there are a few tips that you can use to make sure that your newsletter isn’t edging into sales territory. First, you want to write a newsletter that is interesting and informative. Then, you need to make sure that your message is helpful. If your message is missing these characteristics, then it is time for a rewrite.

  1. You Are Composing Your Newsletter Without a Clear Goal

Even if you are using all the features of your mass email tool, you still need to communicate a clear goal for a successful newsletter campaign

It’s your responsibility to communicate what you want from your target audience.

Now that you have taken a second look at your mass email tool and your newsletter copy, it’s time to consider the point of your newsletter. This may seem like a simple task, but it is often much more difficult than it sounds.

There are a few questions that you need to ask yourself at every stage of writing and testing your newsletter. The first question is — “What is the point of your newsletter?” That is to say — what part of my newsletter is newsworthy. If you are just sending out a newsletter because you need to do one monthly, it might be best to wait until your business has some real news to deliver.

The second question you should ask is — “What is the goal of this message?” To find your answer, you need to look at your CTA. Are you trying to garner page views, conversions, or some other metrics? If you are unsure, this is your opportunity to go back and retool your newsletter so your messaging is clear.

Overall, you need to make sure that your newsletter isn’t getting lost in the shuffle. By following our tips, you can start sending eye-catching emails to your audience in no time! Just make sure to review the 3 main points — using your mass email tools, writing for your audience, and establishing clear goals — and you’re ready for a successful newsletter campaign!