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7 Things To Leave Out of (And Include In) Your Next Email Newsletter


If I’m being completely honest, a lot of email newsletters I’ve seen are not-so-great. This may sound negative, but trust me, it’s not. If you’re able to cut junk out of yours, (or just avoid including it altogether) your newsletter is pretty likely to stand out from all the noise.

If you can only take away one thing from this, declutter and simplify your stuff. Now, let’s chat how to do just that and more. Here’s 10 things to nix from your next send:

Plain Jane Subject Lines

Say you’ve subscribed to Weber’s email newsletter. Are you likely to open one with the subject line “November Newsletter”? Probably not. How about “Your Tastiest Turkey Yet”? I don’t know about you, but I’m definitely in. People want to know what they’re getting into before clicking through, so scrap the lame subject lines and give them a nice hint.

A Jumbled Mess of Topics

Unless your newsletter is literally “Random Stuff You Should Know,” then it’s pretty important to stick to a general theme. If your subscriber base expects finance, give them finance. There’s plenty of other newsletters out there for those with a side interest in politics, trust me.

Too Many Goals

Before clicking send, always ask yourself “What’s my goal here.?” More product sales, more donations, or more people showing up to my event? Choose your goal and center your call-to-action around it. Too many different CTAs will likely just cause confusion— stick to what’s necessary.

In-Your-Face Self Promotion

Newsletters should typically be 90% educational and 10% promotional. If you’re exceeding that 10% limit, you’re at risk of losing subscribers. Trust me, it’s not worth it.

Boring Stock Imagery

In a perfect world, we’d all have a professional photographer to capture images for our business. If you can afford a photographer, do it. If you cannot afford one, be very choosy when selecting stock photography. Not all stock is created equal. Shy away from extremely fake smiles and bland editing. There is good stuff on the stock sites, but you might have to dig for it.

Too Much Seriousness

Have fun with your newsletter and people will have fun reading it. Punchy headlines, funny memes, and even a more conversational tone could keep your audience around. Many of us read mundane articles and emails at work all day— give people a much-needed break!

Excessive Length

This one is pretty self-explanatory. Get your point across, include some eye-catching imagery, and call it a day. If you have more to say on a particular topic, include a “learn more” link. A large chunk of content is usually content that doesn’t get read. But like always, test, test and retest. Implement these tips and your audience will tell you what’s working or not.