The 3 worst things to put in your client newsletter

I subscribe to a several day spa and salon e-newsletters...most of which are done with Constant Contact.  While I really love the flexibility and ease of sending out e-mailed newsletters, I see too often these common mistakes that hurt more than help the business that is sending out the newsletter. 

1.  Typos. I am always surprised to see typos or bad grammar in any marketing communication.  If it is a one-time event, it may not do major damage.  We are all human!   But I usually see typos or poor grammar multiple times from the same business.  This chronic lack of editing leaves your client questioning the quality of your services.  If you want to be associated with high-end and quality services, your marketing (which is a written extension of yourself) absolutely has to reflect that.  Double and triple check all printed, e-mailed and web page text prior to sending it out to your customers. 

2. "Sale" in the subject or title.  It is almost too easy to want to attract attention with a discount.  Who doesn't want to save money?  Well, for one YOU do..and that is exactly why you should refrain from basing your marketing on a sale, discount or buy-one-get-one free promotion.  Remember that "marketing" does not equal "special deal."  It is important to realize that clients who visit you because of a discount will only come back when you give them another discount.  Basically, only when you pay THEM to make a return appointment.  Instead, provide value in other ways by talking about hair care or skin care tips, highlighting a recent charity activity to the local community, or provide a small upgrade (such as 15 min massage after a scrub) to a specific service.  The idea is to give value to your clients in your e-mail communications without giving them charity.

3. Erratic e-mail templates. The brand of your business should be communicated in your e-mails, and switching newsletter templates every week does not help you do this.  I know it is VERY tempting, fun and cheap to use the various holiday templates.  However, you can relate to the season-du-jour within a customized e-mail template that will deliver a consistent visual memory of your business.  Good marketing is heavily dependent upon consistency.  And even though it is a bit boring for you as a business owner, having the same template makes it easier to send out your communications and makes a bigger long-term impression of you.  Custom e-mail templates can be created by your web designer, Constant Contact or LogoWorks.

What are your pet peeves when it comes to e-mail newsletters you receive?

Comments

[Heather Gallegos]

Good point Jaya! The subject line in your e-mail is the single most important words in the entire e-mail. Having your business name in the subject may be boring, but really does increase your open rates.

[Jaya Schillinger]

I enjoy reading A LOT of newsletters, so my preferences are mostly tied into how easy they are to read and sort.

I prefer html emails. I like color, photos, and layout. When I subscribe and discover that a newsletter is in plain text, I'll usually unsubscribe.

I really love when newsletters use a consistent subject line header, so that I can have Outlook sort it into "My Reading" folder. I like to have all my newsletters go there, so I can read them later. So for example, I like subjects like this:

[Spa Name Newsletter] Valentine's Day Special Event

When people do that kind of subject, I'm more likely to read it. Otherwise, I tend to delete the ones that keep arriving in my in box.