How to prevent your newsletter from turning into spam

June 8, 2021

Online communications are as important as being charming in real life. You can measure your attractiveness in the virtual space. The number and type of reactions count the client’s sympathy for your online talking. Corporate messages should impress delicately and permanently. And the feedback you get when you figure out who hears you and if your words are worth it.

Imagine your newsletter is the first page of a newspaper. Readers will turn on the pages if a notion catches their attention answering a current need of theirs. And it takes them to your web page to find out more. 

Why send out an email newsletter and it is still alive nowadays?

  • It is an invitation to a dialogue with your stakeholders. 
  • You can analyze what drives a reaction from your readers that open the newsletter and continue exploring to get some additional information. 
  • It  can  help you increase the website traffic that is beneficial for your brand knowledge and the search engines rankings of your website. 
  • To boost visits and engagement to social media profiles. 

How NOT to turn your newsletter into spam?

  • Start with the goals. Be clear about what you want to achieve with the newsletter? Is the goal to increase the short-term sales via promotional activity? Or to improve the website traffic? Or to get more familiar with your audience and explore your customers’ preferences? 
  • Build a  living database. Collect the emails of your customers, for example. You may add additional fields, like name or address, but let them be optional. Assure that the whole process is GDPR compliant and the purpose of collecting data is clear enough, managing the expectations of what will follow after the personal data consent is given. 
  • Distribute the newsletter only to subscribers with a given consent. Allow them to unsubscribe at any time without a reason. To build trust, let people choose.
  • Select the first link in the newsletter carefully because most people click (only) on it.
  • Write an exciting title. Add a few sentences + hyperlink to lead your readers to your website or blog.
  • Take advantage of the preview option before sending out the newsletter. Some of the email marketing automation tools provide this option. Use is and you may spot a typo, an incorrect link, or a needed change in the newsletter structure.
  • Determine the appropriate time to send newsletters. Via analyzing tools and tracker codes, you can find out when people are most likely to open your newsletter.
  • Give your customers a reason to think about you. They are usually too busy, and your exposé should be elegant.
  • Write clear and tight, with call-to-action phrases and without any typos or mistakes. 
  • Sell by offering discounts. Thus you can make progress with both your sales and your number of subscribers. 
  • Provide appropriate information. Newsletters should fit their recipients’ needs and expectations. 
  • Prepare two or more versions of the newsletter and distribute them to different target groups. It’s significant to analyze the stakeholders’ behaviour regularly, also, to personalize the messaging and offers you make. 
  • Explore how often to send the newsletter. Is there anything relevant to share? Who will read it now? Conduct your email marketing bi-weekly, monthly, or even quarterly. The frequency has to be adapted to the recipients’ response.
  • Track how many people open the еmail and your Click Through Rate (CTR). This indicator of the people who clicked on links to your website from every opened email is important to the choices you will have to face in the future.
  • Sometimes, when you send emails, they “bounce” back. The reasons could be that your email is blocked, or any address you are using is incorrect. So, next time you send a newsletter, clean up your subscriber’s list.

The feedback in email marketing rarely comes as a direct reply. Tracking indicators will help you verify (or not) the mutual sympathy. If you get to know and understand your audiences and their needs, the monologue will evolve into a commonly beneficial dialogue.

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