3 Wrong Turns to Avoid with HTML Email Newsletters

There are three wrong turns that should be avoided when using HTML email newsletters to jump start a marketing campaign.

Many companies will develop newsletter campaigns and begin sending their information to customers. At the beginning of the campaign, the company will send newsletters once a week, or even monthly, to keep the customer informed of what the company is doing in its industry. Many times these marketing campaigns start off with a bang, and then slowly lose steam. In this case, the customer will develop an interest in the product, and may enjoy reading the news and hot tips regarding the product being sold. But, when the company stops sending the newsletter, or fails to update each issue with new content, the reader may decide not to spend and the company would have wasted its efforts.

If the company begins an email newsletter campaign to add new customers to the customer base, it should remember to keep sending the newsletter to the customers on a regular basis. If the customers are given the opportunity to opt-in to an email newsletter, they will want to get it regularly to see what is new and interesting in subsequent issues. If the company starts an email campaign and sends email newsletters only sporadically, the customer will think that company is not serious about getting or keeping new customers and will lose interest.

If a company is sending email newsletters to new clients, the company is honor bound to give the customer the real information to get to the company for inquiries. There will be customers who are interested in knowing that the company is legitimate and not a hoax. If the company does not put a real address in the newsletter, or otherwise leave a place for the customer to contact the company, many customers will be put off.

Today, with scams and people intent on stealing the customer identity at every turn, it is important for a company to give the potential customer all of the information it needs to make the decision to buy from the company. The company should spend time developing rapport with the customer and creating good will. In this way, the customer will trust the company and feel comfortable spending money on the company product being offered, no matter the cost.

Companies interested in gaining new readers to its newsletters should utilize appropriately scripted subject lines in its HTML email newsletters. If a company sends newsletters to customers with misleading or clearly false advertising depicted in the subject line, the readers will be turned off to the company. Readers often have a sixth sense when it comes to companies who send them email newsletters. Since more and more transactions are done online today, the customer is at a definite disadvantage to not be able to physically see the company before giving its credit card information to buy a product. With an unclear or blatantly misleading subject line, the company is not going to win points with discriminating customers. The customers will assume that the company is up to no good, and will avoid doing business with the company at all costs.

If these three wrong turns are avoided, companies utilizing HTML email newsletters can win more customers than ever before, since the customers will feel comfortable working with companies that prove their legitimacy through their actions.