Things to Avoid in Your Email Newsletters

Before you hit send on your next big email campaign – or your not-so-big one, for that matter – make sure you’re steering clear of these major email marketing no-nos. Here are our ten quick tips on what to avoid in email newsletters, stylishly illustrated by Hal Mayforth. For a more in-depth discussion of what to avoid – and what to do instead – check out our accompanying Ask Emma Q&A.

CC’ing everybody.

Still showing your entire list of recipients in the To or CC field? Yowza. Show some discretion and personalize that delivery, amigo.

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Getting freaky with Comic Sans.

Fonts, graphics, links and colors are great; just make sure all that formatting has a purpose.

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Sending one big image.

Sure, it looks lovely in Photoshop, but how will it fare in an e-mail client that blocks images?

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Neglecting to personalize.

From greetings to the content itself, make a point to connect with readers in a personal way.

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Forgetting the opt out.

Leaving off the opt-out link isn’t just annoying, it’s also illegal.

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Using generic subject lines.

“October Newsletter” may in fact be what you’re sending, but readers need something catchier to know just what makes October so great.

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Ignoring results.

If you’re investing in e-mail, tracking (and reviewing) the response helps you make sure it’s worth it.

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Sending a novel.

Respect readers’ time–and short attention spans–by getting to the point(s).

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Sending too often (or not enough).

Send too often and you might annoy; send too infrequently and they might forget you. Work toward finding your ideal frequency.

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Not sending tests.

Sending yourself tests is the only way to ensure the real thing looks and reads just the way you want it to.

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Want a few more details? Don’t forget to visit the accompanying Ask Emma Q&A.