When effective newsletters are created, they have a significant impact on your audience engagement and brand awareness. Furthermore, it is an essential building block for the relationships you want to foster with your customers. Best of all, email newsletters work well across all age groups.

Email Newsletters

Research shows that 83% of B2B companies use email newsletters, and 40% say that e-newsletters are most critical to their content marketing success. It is a cost-effective way to nurture your contacts and so you should start making your email newsletter strategy now! We outline some common mistakes and give you tips below. Consumer engagement with your newsletters is paramount.

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

A newsletter isn’t made just to sell your services or products. Many recipients 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 CTAs 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 CTAs 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.

Mistake #4 – The information is for everyone

Having an extensive mailing list can be time-consuming if you don’t manage it properly. Therefore, you should always analyze data and segment the list as frequently as possible. 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 dividing the list into smaller groups, your engagement and open rates will likely improve. Additionally, it will also be much easier for you to create content that can appeal to all.

Also, you will show subscribers that you care about business-client relationships, 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.

Mistake #3 – There is 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 email subject lines.

However, do you know about the importance of preview text? These are the 2 or 3 lines of text that are shown right below the subject line. If the text is not well-thought or if it does not 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 there would be 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 is in the subject line for the preheader text. However, if this happens, you would risk being perceived as lazy or even unprofessional.

It is easy to avoid such a problem if you pay attention to details and refrain from rushing. By previewing the emails, you will ensure that you are 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.

If you are 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.

Mistake #2 – Failing to optimize for mobile devices

A large number of people will be reading your email newsletter through mobile devices. So, if you don’t optimize the text to accommodate that, 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.

The good news is that there are several actions that you can take to ensure that the email 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 before sending

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

Email Newsletter Mistake #1 – You are too focused on company news

Do you have a new website design? Is someone newly hired? All of this news is great for you but might not be so interesting for the recipients. The majority of the subscribers are probably not interested in company news and so they may not find the newsletter valuable.

Remember, the purpose of an email newsletter is to provide meaningful and exciting content that will provide value to the recipients. Nonetheless, this is another situation where you can use the 80/20 rule.

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 subscribers to browse through it.

So, there you have it! These are the top 5 email 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.