These 5 Mistakes Are Killing Your E-Newsletters

Oct 2014

These 5 Mistakes Are Killing Your E-Newsletters As we get closer to Halloween 2014, things that go bump in the night captivate our imaginations … But there’s nothing fun about these five super-scary mistakes that can subject your carefully crafted e-newsletter to the same fate as that goober in every horror flick who says, “Hey guys, let’s split up. I’ll take the attic.”

Even the best-intentioned e-newsletter can fall victim to the delete button — or the spam box — if you’re making these critical mistakes.

1. It’s all about you

Try not to take the term “e-newsletter” too literally. It’s not your weekly/monthly platform for blathering on about all that’s cool and amazing at your company.

As with all your content, your e-newsletter must be laser-focused on the needs of your target audience. Focus on one or more of the main missions of content: educate, inform, entertain, inspire.

2. Too much information

Your e-newsletter is an opportunity to deliver digestible content, not a catch-all where you can cram every iota of sharable information, no matter how engaging.

Limit yourself to one self-contained article, plus two or three links to other pieces, such as your latest blog post or podcast. If readers really are craving more than that from you, they can always click on your social links.

Learn more about avoiding “e-newsletter bloat.”

3. Text overload

Offering readers row after row of text, no matter how clever and engaging, could be a one-way ticket to Unsubscribeland. Include eye-catching visuals to break up the text and offer some eye candy. (Bonus points if you include photos featuring people.)

4. Image overload

While images are important for increasing the visual appeal of your e-newsletter, overdoing them can get you in a heap of trouble. Including too many images or image files that are too large can lead to seriously slow load times. (Think about all those poor mobile users with just a couple of bars or really crappy wifi.)

Also, today’s spam filters tend to weed out emails with too much going on visually. Aim for images to take up no more than 30% of the total space, and keep your file sizes on the small side.

Learn more about steering clear of the spam filter.

5. No personality

Remember, your humble e-newsletter is competing with umpteen other missives vying for your reader’s attention. Remind them who you are — and why they followed you in the first place — by infusing your brand personality into your content.

Learn more about refining and owning your brand voice.

OK, your turn: Got any email foibles to add to the list? Tell us about it in the Comments — we’d love to hear from you!

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About the Author

A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or
business.

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Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!
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I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written. Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.
Increased website traffic, New Lead Generation

We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.
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We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it!
Increased our likes and interaction rates

Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.