Seven Common Mistakes Made in Newsletter Marketing

September 24, 2014    By Lisa Berry

Seven Common Mistakes Made in Newsletter Marketing

Newsletter marketing can be a great tool for establishing your brand, engaging your patients and clients, and growing your professional practice—if you do it right. Fortunately, the most common mistakes people make with their newsletters are easy to avoid. Stay away from these seven common pitfalls when creating your newsletter marketing program, and you will be on the path to marketing success.

1. Ignoring the potential of a newsletter

The biggest mistake you can make with your newsletter marketing is to underestimate the value of the newsletter. A newsletter is a reliable way to get your name out there, brand yourself as an expert, and keep the lines of communication open with your clients, patients and referral sources, as well as potential clients and patients.

2. Putting them to sleep with your subject line

With digital newsletters, you have one shot to grab your readers’ attention and entice them to open your e-mail. Remember, you are competing for attention with every other message in their in-boxes! Try using a killer headline from your top story—anything other than your company name and date of the newsletter. The best subject lines are brief, descriptive and give the reader a compelling reason to read your newsletter.

3.  Not considering the aesthetics

When it comes to newsletters, the look, feel and design of your product are just as important as what you say. The design of your newsletter is a reflection of your practice, so you want to be sure to convey that you are professional, trustworthy experts, not amateurs. Keep your colors consistent with your logo to improve your branding. If you want to get an idea of what others are doing, Pinterest is a good source.

4. Making it hard to read

When it comes to newsletter marketing, you want to make things as easy as possible for your audience, and that includes choosing fonts, colors and designs that make your newsletter easy to read. Keep your fonts simple and classic—if your readers have to decipher a fancy script, you’ve lost them. The same goes for your color choices. You might think red is an attention-getter, but it can be a very difficult color to read.

5. Forgetting about your readers

You might be sending out your newsletter to sell your practice, but you certainly don’t want your patients, potential patients and colleagues to feel that way. Your newsletter should be aimed at serving them.  Provide them with information they need and can trust, and always keep your readers top-of-mind while creating your newsletter.

6. Getting too wordy

Keeping it short and sweet is best, especially if your newsletter is digital. Try to remember that your readers are busy—and attention spans are particularly short when they are reading online. We have found that four to six articles per issue is optimal. This also leaves room for announcements and other “plugs.”

7. Not following your schedule

Consistency and frequency are incredibly important aspects of newsletter marketing. By following a consistent schedule, you will hit readers at regular intervals and keep your practice top-of-mind. We recommend sending your newsletter monthly for patients and potential patients and quarterly for referral sources. Whatever schedule you decide for your newsletter, be sure to stick to it.

Newsletter marketing can be a very effective way to build your professional practice. However, a poor effort is worse than no effort at all.  If you are going to engage in newsletter marketing, do it right, or you risk tarnishing your brand rather than polishing it.

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