There are many articles that give advice on the variables to take into account when sending newsletters. Topics such as content, shipping times, databases, come to light when addressing what should be done in a mailing campaign.
In this article we will mention some items to consider to create newsletters and campaigns that really excite the reader in order to avoid the dreaded “unsubscribe”. Let's start with the first thing, what is a newsletter and what is it for?
The newsletter (bulletin) is an Italian publication that has the purpose of informing with certain periodicity. This contains relevant information of interest to the reader about a certain brand. Readers in this case are called subscribers. In order to send newsletters, customers must have spontaneously subscribed to the newsletter and agreed to receive the relevant information, otherwise this action would be considered spam.
Five things you should not do when sending newsletters.
1) Database purchase
Many times, because we want to do things at the speed of light in some way, we opt for easy solutions. When talking about mailing, one of the most important variables is the database. When buying it, the mistake we make is that we are not talking to our target audience, to our target.
We speak to a large “crowd” who may not even be interested in your information, in which case they “hate commercial messages” and are unwilling to report you to the Spanish Data Protection Agency (AEPD). A fine from this entity involves payments of between 30,000 to 600,000 euros. Keep an eye out!
2) Shipments "very followed"
Depending on the sector in which you carry out your activities, the periodicity of the shipments is related. We want your client to “be” your messages. We recommend that you send your messages consistently. For this you can work with a calendar, it will allow you to organize your messages in a professional way. With your platform you can filter who opened your message, use this tool in each delivery. Don't we want your reader to receive the same message twice? true?
3) Mailing campaigns with shipments at inopportune hours
Respect the rest time of your readers, through studies it is known that the messages that are read the least are those that are usually sent between 12:00 am and 6:00 am. Send your messages between 8 and 9 in the morning or between 3 and 8 in the afternoon, these are the most timely and effective rounds of hours to achieve greater opening of emails. At the time of making your shipping calendar, propose tentative schedules. After your first delivery, check if the time you chose had many or few openings, adjust your messages according to the customs of your target.
4) Newsletters without relevant content
Your customers want to hear from you. They expect you to really get them excited, but what happens when you just send commercial messages, for example? BORED, use e-mail marketing to generate “engagement”. If you have a very well defined target audience; you know their tastes, preferences and concerns. Send newsletters that create emotional ties with your reader.
5) Issues inconsistent with the message
Creativity can make us succeed but it can also be our Achilles heel. When doing an e-mail marketing campaign, the subject is essential when it comes to attracting the reader's attention. Subject and message must be consistent. The subject is a short description of what the customer will find in your message. Be creative but don't forget to align your message with the content and your communication objective.
