An email list is one of the most valuable things a business can build. Unlike social media followers, the people on it aren’t at the mercy of an algorithm. When you send something, it lands in their inbox. That makes an email newsletter worth doing well.
That’s also why unsubscribes sting. Every person who leaves is someone who once chose to hear from you, and changed their mind. Some churn is normal and even healthy, as people’s needs change. But many businesses lose subscribers for reasons that are entirely fixable.
With autumn here and the busy season approaching, it’s a good time to look at your emails with fresh eyes. Here are eight common email newsletter mistakes and what to do instead.
Email newsletter mistakes with what you send
1. Every email is a sales pitch
If every message says “buy now”, people learn to ignore you or leave. Mix promotional emails with genuinely useful ones: tips, answers to common questions, behind-the-scenes stories, seasonal advice. When you do make an offer, it’ll get more attention.
2. It’s all about you
“We’re delighted to announce” and “our team has been busy” are common openings, and they’re rarely what the reader cares about. Frame news around what it means for them. Not “we’ve extended our opening hours”, but “you can now book appointments until 8pm”.
3. Trying to say everything at once
An email newsletter with twelve sections, three offers and five links to the blog asks too much. Pick one main message per email, and perhaps a couple of shorter items. Readers who get one clear, useful thing are more likely to open the next one.
Mistakes with how it looks and reads
4. Subject lines that say nothing
“October newsletter” gives nobody a reason to open. A good subject line tells people what’s inside or why it matters: “Three jobs to do before the first frost” or “Christmas party dates are filling up”. Avoid misleading subject lines, which damage trust quickly.
5. Not designed for phones
Many people read email on a phone. Check that yours use a single column, readable text size, buttons that are easy to tap and images that don’t swamp the message. Send yourself a test and read it on your own phone before every send.
Every email should earn the next open. If a subscriber can’t see what’s in it for them, they’ll eventually stop looking.
Mistakes with timing and targeting
6. Sending too often, or too rarely
There’s no perfect frequency, but consistency matters. A sudden flurry of daily emails after months of silence feels like spam. Emailing once a year means people forget who you are and why they signed up. Pick a rhythm you can maintain, such as monthly or fortnightly, and stick to it. Tell people at sign-up what to expect.
7. Sending the same thing to everyone
Your list probably includes new prospects, one-off customers, loyal regulars and people who haven’t opened anything in a year. They don’t all need the same message. Even simple segmentation, such as customers versus non-customers, or by the service they’re interested in, makes emails feel more relevant.
Look at people who haven’t engaged in a long time, too. A short “do you still want to hear from us?” email, followed by removing those who don’t respond, keeps your list healthier and your results more honest.
Mistakes with the basics
8. Making it hard to leave
It sounds odd, but a clear, easy unsubscribe link is good for you. People who can’t find it are more likely to mark your email as spam, which can hurt delivery to everyone else on your list. UK rules also require a simple way to opt out of marketing emails, and you need to act on it.
While you’re checking the basics, make sure every email clearly shows who it’s from, includes your business contact details, and only goes to people who signed up or are existing customers who were given the chance to opt out.
A quick review you can do today
Open the last five issues of your email newsletter and ask:
- Would I open this, based on the subject line?
- Is there one clear point?
- Is at least half the content useful rather than salesy?
- Does it read well on a phone?
- Is it obvious who it’s from and how to unsubscribe?
Fix whatever fails most often, then check your open, click and unsubscribe rates over the next few sends.
If you’d like help planning, writing and sending emails people look forward to, our email marketing service covers strategy, design, copy and reporting. We can also set up segmentation and automated sequences, so the right people get the right message without extra work each month.
