When newsletters are done right, they will have a significant influence on your brand, audience engagement, and awareness of the brand. Furthermore, one of the most significant impact it can have on is the relationship between you and the customers. Best of all, newsletters are effective across all age groups.

It’s known that around 80% of marketers consider newsletters as a pivotal point in marketing strategy. Nonetheless, not many brands know that when it comes to such a feature, there are unwritten rules to follow and best practices to stick by. Otherwise, the recipients will quickly get bored and the campaign will either be deleted or sent to the spam folder.

To maximize ROI, you should avoid making the mistakes below. If you unintendedly make them, you should stop right away. Soon, you will notice significant improvements, and your engagement rates will go up.

Newsletter Mistake #5 – The content is perceived to sell, not to tell

A newsletter isn’t made to sell your services or products. Hence, a large number of recipients will look forward to reading helpful, informative, and friendly content that can bring them something new. So, you need to try to build a trust-based relationship with every subscriber. If you want to gain trust, you should steer away from the urge to turn the newsletter into a sales pitch.

Additionally, it shouldn’t have CTA buttons such as:

• “Buy now.”

• “Limited offer.”

• “Exclusive offer.”

However, you can have CTA buttons that will guide the recipient to more meaningful content. If you captivate them with the content, they are more likely to visit your website or read other campaigns of yours.


If selling is natural to you, you have to learn how to control your selling voice. So, think about a soft sell as it will balance the content between boring to selling. Therefore, you should:

• Place the brand logo in the center

• Provide links towards the brand’s website

• Use CTA buttons such as “Read more”

Additionally, you can also try out the 80/20 rule. Thus, 80% of the content can be meaningful, while the remaining 20% can be used for the services you provide.

Newsletter Mistake #4 – The information is for everyone

Having an extensive email list can be time-consuming if you don’t manage it properly. Therefore, you should always analyze data and segment the list as much and as frequently as you can. The subscribers will want to read the information regarding their relevant interests and needs. If you continuously send generic information that doesn’t appeal to them, they will inevitably unsubscribe.

If you don’t plan, you plan to fail. The most effective way to plan properly is by segmenting the list in different categories, such as:

• Age

• Gender

• Location

By having the list into smaller groups, your engagement and open rates will likely boost. Additionally, it will also be much easier for you to create content that can appeal to all.

As well as, you will also show to the subscriber that you care about business-client relation. Rather than just being focused on selling your product. For example, if you’re sending a newsletter regarding a branded event in a different location than the recipient, the newsletter can be marked as spam. Thus, affecting your sender reputation.

Newsletter Mistake #3 – There’s something wrong with the preheaders

By now, you should know how important subject lines are. Have you ever heard of the expression “The first impression is the last impression”? This is the case for the email subject lines.

However, do you know about the importance of the preview text? The 2/3 lines of text are shown right below the subject line. If the text is not well-thought or if it doesn’t display correctly, it will weaken the impact of subject lines.

So, why is it a problem for up to 40% of businesses to optimize it? Here’s why it can go wrong:

• It’s empty. If you don’t put the preheader text, the message will appear formal and nothing personal about it. Look below at the “oh-so-boring” text that will make the reader think twice before opening the email.

• Repetition. Some tools are known to use the same text that it’s in the subject line for the preheader text. However, if this happens, wouldn’t you say you look lazy and unbothered?

It’s straightforward to avoid such problem if you pay attention and don’t rush. By previewing the emails, you will ensure that you’re not sending the 1st draft to the subscribers. Additionally, it will also give you a second chance to optimize the email as much as you can to prevent triggering spam filters.

If you’re running out of ideas, we got you covered. For the preheader text, you can include:

• Subscriber’s name

• Unique identifiers

• Coupon codes

The more personalized the message is, the more likely it is that the subscriber will be interested in opening the email.

Newsletter Mistake #2 – Failing to optimize for mobile

A large number of people will be reading the newsletter through mobile devices. So, if you don’t optimize the text to accommodate them, you are making detrimental decisions for your business. Take a look at the facts highlighted in the State of Email report:

• More than 50% of emails are opened on a mobile device

• More than 70% of recipients will delete the email if the content is not optimized

• Up to 20% of users will unsubscribe if the emails consistently do not load properly

The numbers don’t lie, and you cannot afford to make small yet significant mistakes as such.

The good news is that there are several actions that you can take to ensure that the newsletter looks good on every screen. You should:

• Optimize images – Ensure that the image size is reasonable and add “alt” text. Furthermore, avoid using more pictures than text. A large number of the recipient will have images turned off by default on mobile devices.

• Use responsive design

• Use short paragraphs

• Test it then, send

If you want to find out more information about why email testing matters, take a look at this article.

Newsletter Mistake #1 – You’re too focused on company news

Do you have a new website design? Are your sales rocketing? Is someone new hired? All of this news is great for you but not so interesting for the recipient. The majority of the subscribers aren’t interested in company news, so they’re not interested in reading the newsletter.

Remember, the purpose of a newsletter is to provide meaningful and exciting content that will benefit the recipient exclusively. Nonetheless, this is another situation where you can use the 80/20 rule. Take a look at this:

Once you find the perfect balance between company news and meaningful content, you will create an exciting newsletter. For example, you can talk about the new hire as long as you mention why it will benefit the subscriber. In addition to this, you can talk about the website’s new design if it makes it easier for the subscriber to browse through it.

So, there you have it! These are the top 5 newsletter mistakes that you should avoid at all times if you want to gain the most from the campaigns you send. The main idea behind all of this is to ensure that your emails stand out from the rest. Hence, the little details are the factors that play the most crucial role.