E-newsletters can be a great tool for engaging customers and fostering relationships. It can be challenging to build a solid database of customer information, so once you have that foundation, don’t let it slip. Something as seemingly minor as an outdated template can make the difference between a hit and a bust. Marketing professionals should know the do’s and don’ts of e-newsletters.
If you’re attempting a DIY approach, a few big faux pas are all too common. These seven designs and mis-steps will have people unsubscribing, not signing up for the great deal you’re pitching. These mistakes are driving customers away in hoards, so watch out for them.
1. Too template-y
Most people can recognize basic templates, and when they do, it doesn’t say “professionalism.” To the contrary, it makes customers think your company either doesn’t respect consumers or can’t afford to put out the effort.
A template is just that: a skeleton for a better design. The basic freebie templates are being used by everyone, and it won’t make your company stand out if you do. Instead, opt for a customized template or build one from scratch.
2. All image and no text
Video- and image-driven newsletters can be very successful, but what happens if they don’t load properly? Even if your pitch is a video, the appropriate text should be included so that a person on a slower connection or incompatible platform can get the information.
It’s still a frustrating problem, though, which is why responsive design is a must. Make sure your e-newsletter will work on any platform.
3. A little too formal
Drop the dear sir or madam and get down to real business. Successful e-newsletters are to the point, conversational, and don’t read like a form letter. Many templates include formal language as a placeholder, but you should replace that with custom text. Don’t count on a template as a guide for marketing language, because it will likely fail.
4. Crazy fonts
Fonts that are too “out there” will inevitably date an e-newsletter, even if the font is relatively new. The biggest offender is Comic Sans, but any “weird” font can cause issues. Unless you’re pitching fantasy gamers or comic book fans, perhaps, stick to classic sans-serif fonts like Tahoma or Calibri. These traditional fonts will stand the test of time and offer up a clean, graceful display.
5. Using freebie gifs
The quality of images is of the upmost importance, and there are many places to get free quality stock photography. Unless an image is crucial to your message, however, it’s better to go without. Never use clip art or low-quality images just to have something there. Ideally, your images should be custom and catch the eye instantly. Otherwise, it just looks unprofessional.
6. Insane color
Another newbie mistake is attempting to color code an e-newsletter for no good reason. Maybe there’s a different color for the bullet list and the border as well as the signature. There’s no need to assault a person’s eyes with a rainbow, and it almost always looks adolescent. Instead, stick with the basics and count on quality content to shine.
7. Signatures gone wild
Nothing sours an e-newsletter like a signature that’s a little too custom. All that needs to be included at times is a name and contact information. Leave the inspirational quotes for social media sites, and keep signatures simple.
For more help, consider some examples of top quality e-newsletters. There are many great inspirational newsletters online that can work as good templates to get started. It’s easy to get stuck in ruts, especially if the same person has been creating the newsletter for years. Shake things up in the right way, and follow contemporary trends.
Originally posted on July 26, 2013 @ 9:38 am