A rookie mistake is to stuff newsletters with content. Focus your newsletter and avoid it becoming a hodgepodge of product news, news about your team, blog posts, event calendar… You need a common thread to hold it together, so to reduce the randomness of an email newsletter, focus on a very specific topic, not your company in general.
Another important idea is not to overdo the 'self-promotion'. Chances are, your newsletter subscribers don't want to hear about your products and services 100% of the time. So, mix promotional content with educational content. For example, if you run a hat store and all you send your subscribers - even if they are hat lovers - is information about your products with the only CTA being 'buy, buy, buy', chances are the only CTA they'll follow is to unsubscribe. Why not tell them about hat trends for next spring? What about showing them samples of how they can pair their hat with the right outfit?
4. Keep your newsletter minimalist
Less is more, and as we explained in list of cayman islands consumer email the previous point, your newsletter can easily end up cluttered with irrelevant information. That's why it's important to stick to simple copy and enough white space in the design.
Concise copy is key – your readers are too busy to spend more than 20 seconds on your newsletter, and really, is your goal to get them to spend all day reading your newsletter? Your goal is to get them to go somewhere else (your website or blog, for example) to consume all of the content. Show a small sample of your content, just enough to make them want to click through and learn more.
When it comes to email design , don't be afraid of white space: it helps visually alleviate the feeling of clutter, and on mobile devices, it makes it much easier for people to click on the right link.
5. Choose a single main call to action
Part of what makes a newsletter a newsletter is that it features multiple calls to action (CTAs). But this doesn’t mean you should allow those calls to action to share equal importance and disperse the focus of the newsletter.
