6 Mistakes to avoid in your newsletter

Author’s gravatar Becs Rivett Kemm | | Email Marketing | 12

Mistakes to avoid in your email newsletter

When you’re running around doing the jobs of several people, it’s very easy to let complacency creep in and that’s when mistakes begin to happen, or you might send out emails you’re 100% happy with. Use this guide to help you consider what’s important to you and your subscribers.

You’ve got typos

We’ve all done it. Sent an email out and made a grammatical error or a typo because we’ve not checked our emails properly. The easiest thing is to write out your email copy in a word processor like Word, Pages or even Google Drive and you’ll be able to check the words you’ve spelt wrong.

Also, if you can get someone to check the document, four eyes are better than two! If you can’t do that, walk away from it and work on something else for 20 minutes, then come back to it and read it again. You’ll notice any errors much more easily.

Your email doesn’t look like your website

Consistent branding really gives the customer a feel for your company, blog or website, so try and make it all match up with the same colours, fonts, logos etc. If you’re using fancy fonts on your site, you should choose the closest matching standard font. Restrict yourself to one or two fonts and colours. The nicest emails keep it simple.

With MailPoet, it’s easy to build beautiful looking emails with our drag and drop email designer.  We also have themes available so you can get off to a great start. With Premium, you can get even more themes suitable for every type of mood and message.

It’s all me, me, me

When thinking about what to write in your next email, consider “How does the recipient benefit from this? Will they want to hear what I’m saying?

Always remember that if you keep telling the customer what you want to say and not considering what they will get from the email, they’ll soon switch off and stop reading your emails or unsubscribe.

Picture your type of customer in your mind – create a character for him/her and imagine that you’re writing to just one person. You can’t please everyone all the time, but you can create something that is pleasing to read.

The email is too long

You’ve got lots of things to say and you just have to cram it all in to one newsletter. STOP! People are busy and a lot of people scan read their emails, so if you feel like you have a lot of news to share, why not break it down into a couple of emails?

Also, writing loads of waffley text just won’t cut it. Be precise and focus on what you want the customer to take away from your message. Do you want them to take action, or read more information on your website?

A useful way to break down your wording and make it easy to digest is to put it in bullet points. Keep the sentences short and useful.

Your links are broken

Your latest newsletter has just been dispatched and someone’s just emailed to let you know that that one of the links doesn’t work. That sinking feeling in your stomach is horrible, especially if you’ve sent the email to a lot of people. But it’s really easy to avoid, so make sure you send yourself a test and double check the links just before you send.

You’re sending to everyone all the time

As I’ve already mentioned, people like to receive emails they want to hear about, so it’s wise not to send to everyone each time you send an email, because the content isn’t relevant to them. You might want to focus on sending specific emails to new users, or getting rid of inactive subscribers.

With MailPoet Premium, you’ll be able to create lists of users from people who opened your emails, or clicked on certain links which is really useful as you’ll know who has expressed interest in content.


    Author’s gravatar

    Yes, some good tips for sure… but you missed one critical one…

    You sent your email in a non-mobile friendly template… so lots and lots of your subscribers just won’t bother to read it.

    When will Mail Poet help us to avoid this faux pas?

    Author’s gravatar

    Anthony, you are correct, we have room to improve on some mobile clients.

    We’re currently working right now on a future editor which will produce mobile friendly emails.

    More to come!

    Author’s gravatar


    Author’s gravatar

    Christian, as you can guess, in software development, we rarely have official release dates.

    For now, we’re aiming for June. Very preemptive.

    Author’s gravatar

    I would add this;

    Sending emails that are primarily based on images – they really are a pain. I have seen some senders create the entire text of the email in images, that simply don’t load for lots of us.

    Author’s gravatar

    Hi Andrew,

    I found a potential fix for this problem. If you do a right-click on the image that won’t load, you might find that you have spaces in the folder or image name, which is not resolving properly.

    I had one where mailpoet was inserting a ‘+’ symbol instead of the space in the file-path for the image, and therefore image files could not be fetched because there was a mismatch with the real file path.

    The quick fix could to make sure no files or folders include spaces… or maybe your problem is different, I don’t really know. But it’s worth a look at this.

    Author’s gravatar

    Hello Anthony,
    I dont have an image problem.

    I was actually just adding a seventh point to the ‘6 mistakes’

    7 is, don’t send emails that are full of images only. Many of us dont view images automatically in our email client.

    Author’s gravatar

    Ah, well, there is that!


    Author’s gravatar

    Becs you share some good points here. I’m wondering about length though. Generally I try to keep my newsletters around 500-700 words but ocasionally I’ll do a bit longer like 1500 words. I try to keep the text broken up with headings to make it easy to read.

    I’m wondering if you know of any research out there concerning length of newsletters. I’ve read some things recently about bloging that seems to indicate long form (1500 words +) is becoming more popular and I’m wondering if that also might apply to newsletters.

    Any thoughts?

    Author’s gravatar

    Hi Caleb

    I would definitely say that is too long, even 500-700 words is long. There’s no definitive amount of words but there is research to suggest that you only have 4 seconds to attract someone’s attention with an email.

    Might I suggest though that you publish whatever it is to your WordPress blog, write a brief summary in the email and encourage people to click through and read the whole thing?

    Author’s gravatar

    I understand about the 4 seconds but it seems to me if you have engaging content then 500 words is really not too much.

    Personally I prefer to send the entire blog post in the content of the e-mail. I get annoyed with others only send me a snippet and then want me click through. I guess I feel I owe it to my subscribers to send them the whole post.

    I do however include other links that they my want to click through on for different content.

    Author’s gravatar

    Hi Caleb,

    Agreed, you must start with engaging content! But how do you know if your content is interesting? What metric do you use to judge it? That is why people use an excerpt and link to full content, because a click shows interest. Once on-site more metrics about how long the page is read for etc can be use to judge whether the content is useful.

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