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5 common mistakes to avoid when writing a newsletter

A newsletter is a wonderful tool to connect you to your audience. Yet, they cannot always attract the readers’ attention. In this article, 1001 Email Signatures draws up for you the list of mistakes you should avoid in your next newsletter, including bad targeting, lack of valuable content, lack of proofreading, lack of CTA, and low-quality images. Let's have a look at it.

1. Lack of valuable content

The purpose of the newsletter is for the intended readers to draw something out of it. They read to find out relevant content, which can later be implemented in their daily life. Thus, if you fail to send valuable input to the audience, they will turn down the article and may eventually unsubscribe. To be engaging, it is important to balance between friendly advice and business. A good method is to implement the rule of 80/20. This means that it is recommended to allow 80 percent of the content to practical pieces of advice and use the remaining 20 percent for promotional services and offers. Focusing too much on sales pitch can result in making the newsletter unfriendly, and it can easily distract the attention of the audience. Nevertheless, it is appropriate to use the promotional offer to lead the readers towards the proposed solutions to their pain points.


2. Lack of call-to-action 

The newsletter can help create a relationship between its editor and the readers. Yet, another common failure is to deprive the audience of the opportunity to connect with you through their comments or questions. If you send an email with a ‘do-not-reply’ message, it means that you do not encourage the readers to get back to you after reading the message. Likewise, if you do not have any call-to-action at the end of your newsletter, this implies that the article is simply for reading. Thus, ending a newsletter with a call-to-action saves it from a dead-end appearance; also, it inspires the readers to move on to the next step right after consuming the information in the newssheet. The possible calls to action may invite the targets to buy an item or to attend a seminar to help solve their problems.

3. Lack of proofreading

Another obstacle to the success of a newsletter is the way it is written. Regardless of the content, a poorly-written newsletter is annoying to read. Who will be interested in reading an article full of grammatical errors and misspelled words? Besides, if you do not spend enough time to proofread before publishing your article, you may confuse the readers with some words that might have wrongfully been chosen within the content. Instead of reading for its content, the prospects will merely waste their time counting the errors and correcting the mistakes. They will also waste a lot of valuable time to figure out what confusing words could mean to decipher your message. Thus, it is clear that lack of proofreading results in a big failure in a newsletter. 



4. Bad targeting

Another reason for most newsletter failures is that sometimes their editors try to implement their content to all kinds of email recipients, regardless of their needs or interests. For example, male readers are rarely interested in receiving contents about female clothing; or teenage readers cannot be expected to welcome any articles that are intended for middle-aged people. Other instances of bad targeting may even include sending a newsletter about the benefits of using sanitary pads to male readers. It may seem embarrassing or unusual at first; yet, the second time the incident occurs again, your offer will no longer be welcome with open arms. Sending irrelevant content to your audience encourages them to unsubscribe from the news bulletin, especially if it is recurrent.

5. Low-quality images

The use of images in a newsletter helps the bibliophiles to get the message. They add meaning to the content and captivate the readers’ attention. Thus, using blurred images make the newsletter boring and may eventually discourage the audience from being fully engaged in the article. In most cases, readers set eyes on the headlines and the illustration pictures before they read a book, newspaper, or magazine. And as they read the article, they constantly look at the images from time to time. The images aid comprehension; yet, if the editor uses low-resolution images to illustrate a book or a magazine, the audience's feeling of excitement to read the content will decrease. In a newsletter, they proceed exactly in the same way. Thus, another reason for failure in a newsletter is due to the non-curated illustrations.

Find some examples of successful newsletters with 1001 Email Signatures

  • A growing number of people prefer to use their phones to their computer for its practicality.

  • Some news editors are not aware of that and they forget to create mobile-friendly content. In other words, some of the fonts and images are too big that they are cut on mobile screens.

  • If you need some inspiration on creating the most convenient news bulletin, it is helpful to choose from the engaging templates from professional editors.

  • On 1001 Email Signatures, you can explore appealing news bulletin copies that can be tailored to both desktop and mobile devices to suit your target audience.

In conclusion, it can be said that many newsletters fail because of not knowing how to make them engaging and attractive. Also, neglecting to adjust the content of your newsletter to portable devices can lead your targets to unsubscribe. Fortunately, from the headlines to the


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