[Newsletters are a very popular marketing tool. They can be incredibly effective if done right. Unfortunately, most company’s efforts end up in the circular file before anyone has read a word. Why? Because they committed too many newsletter no-no’s. If you are the editor-in-chief of your company’s newsletter, be mindful to avoid these very common mistakes.
- No grand plan: Your newsletter needs to have a vision. Without it, it’s just a hodge-podge of articles that has no continuity. It’s hard to build reader loyalty without it. Make sure you identify your key audiences and what you’re trying to get them to do/know.
- Too much ego: Sure, your newsletter is a sales tool. But be careful that you don’t toot your own horn to the point of arrogance. Celebrate your product/service’s excellence, but do it with case studies or client testimonials rather than in the first person.
- Not providing value: We live in a “what’s in it for me?” society. Your newsletter is fighting for your audience’s most precious asset – their time. So make it worthwhile. Give them new valuable information or useful insights so they look forward to receiving your newsletter.
- Inconsistency: Hitting deadlines are tough. If you commit to a monthly newsletter, then you need to deliver it on time – every time. What do you think it says about your company if you don’t honor deadlines?
- Lack of interaction: Give your readers a chance to converse. Ask a question, provide a link with more information, ask them to enter a contest – anything that solicits their feedback or engagement. Your goal is to make it a conversation rather than a monologue.
Newsletters are a lot of work, so you want to ensure all of the effort you put into your publication pays off. Avoid these newsletter no-no’s and you’ll have loyal readers for a long time.