How to avoid these 7 newsletter mistakes

Newsletter mistakes

Do you make these newsletter mistakes?

Once you click send, there’s no going back. You’d have better checked your campaign, because you don’t want your recipients to notice any newsletter mistakes.

If you send a newsletter containing a mistake, stay calm and assess the situation. What’s wrong with the newsletter? Who is affected by the problem? Could you avoid this mistake in the future? Therefore, this blog post will guide you what to do if your audience is about to see newsletter mistakes.

1. Newsletter is sent to the wrong recipient group

If select your receivers manually, the error rate is likely to be high. If you send email campaigns from your own email account, there’s a chance you can make another mistake. If you accidentally send the campaign using the CC instead of the BCC function, every single will be able to see who else has received the newsletter.

In order to avoid such danger, you should use a professional newsletter software. Once you’ve started using it, no one will be able to see who else was the campaign beneficiary. Moreover, you will be able to sort your recipients by traits. If you haven’t introduced traits in the system, you should take your time to do it and then divide your contacts into the correct segments. In that way, you’ll never send out newsletters to the wrong recipient group.

2. The newsletter bounces back

If you send the newsletter using your own email account, you can’t expect a good delivery rate. In addition, you have cope with a flood of bounce notifications in the mailbox. This problem is easily solved – you should start using a professional dispatch server.

However, you might need to cope with a high number of bounced emails if you haven’t sent newsletter for a long time as many email addresses have become inactive since the last shipment. These addresses should be never contacted anymore. Newsletter2Go will automatically stop sending newsletters to inactive email addresses.

3. Spam Alerts

If your newsletter is marked as spam by a significant number of subscribers, you should check if you aren’t sending campaigns to people who haven’t subscribed to your emails. You should never send emails to people who haven’t agreed to receive communications from you. Moreover, you should always allow your contacts to unsubscribe – each newsletter should contain a visible unsubscribe link.

If you know for sure that every single recipient consented to receiving newsletters from you, but your campaigns still land in the spam folder, don’t worry. You can use whitelisted servers to send your emails to ensure that the newsletter is sent directly to the mailbox. Additional authentication methods will also help achieve higher delivery rates. Learn more about Sender ID, SPF and DMARC.

4. Nobody reads your newsletter

If your newsletter reaches the recipient, but choose to not to open it, it’s probably because your campaign isn’t relevant. The open rate tells it all – if it’s high, it means that your emails are popular with your contacts. If that’s not the case, you should re-think your content strategy and pay particular attention to the subject line. You should aim to craft a line that is both compelling and informative.

To improve the open rate, run a multivariate A/B test. Here you can try out several variants of the subject line and see which variant performs best. The best variant is automatically sent to all selected recipients.

Moreover, you should also consider whether the newsletter is interesting & relevant. It might be the case that certain people subscribed for one reason, but their interests have shifted. In that case, your best bet is to measure their interest with a survey.

5. Empty link

If you’re in a hurry, it might have happened that you forgot to insert a link or that certain links are incomplete/broken, which renders them useless. You can easily avoid having a call to action linking to nowhere if you send a test newsletter to your mailbox and go through every single link.

6. Personalization hasn’t worked

The point of sending personalized newsletters is to make your subscribers think that you wrote this email manually. If, however, you fail at personalization, the user will learn that personalization is nothing more than email automation. That is why one should pay particular attention to personalization formulas. Check the test newsletter and see whether each formula is written correctly.

However, it‘s best to not to write personalization formulas manually. Let the generator do the job for you. It’s a quick solution, which won’t result in any newsletter mistakes.

7. The newsletter is not readable on a mobile phone

Newsletter design proved to be a time-consuming experience and it turns out that the campaign isn’t readable on a mobile device. If that’s the case, you have probably forgotten to use responsive design.

Once you go for responsive design, the newsletter will automatically adapt to the whichever device is used to open the campaign. Everything will be adjusted: be it image size or text size. With Newsletter2Go, your newsletters will look great on every single device and in any email client.

What should I do if I’ve made a mistake in my newsletter?

Once you know for sure that you’ve made some newsletter mistakes, you should try to stop campaign dispatch. The next step is to find out which receivers have received a flawed email. If it’s a serious mistake, you should contact affected subscribers and apologize. Don’t address the whole list – you don’t want to draw attention to the mistake some won’t be able to see.
A personal, honest apology will score you brownie points and stop people from opting out.
The apology should be:

  • Quick. The wider the gap between the mistake and a follow-up email, the more will you pay in the end
  • Clear. Users should recognize at a first glance that it is an apology related to the faulty email.
  • Attractive. Offer your recipient compensation, for example a small discount.

Emergencies which can be addressed before anyone realizes there are newsletter mistakes:


The newsletter graphics is usually hosted online. Once the email is opened, it’s retrieved from a server. Therefore, if it’s absolutely necessary, you can change it up even after the newsletter has been sent out. This, however, should be used in absolute emergencies as the solution requires a lot of effort.

2.Incorrect link

If you’re sending your email using a newsletter software, campaign links are forwarded via a special tracking domain. Thanks to this, you can later track newsletter clicks. In case of an emergency, the link, to which the tracking domain links, can be changed. Just like in the first case, links should be done only if the link constitutes a serious issue.
Instead having to face damage repair, all images and links should be thoroughly tested in a test newsletter. As long as the newsletter is still to be sent, you can easily implement changes. Newsletter mistakes can be easily avoided.

About the Author

Stefania Goldman
Communications Manager

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