6 errors in email newsletters

* The calculations use the average data for the World

Companies sometimes forget that the main thing in the newsletters is the care of the subscriber and honest communication. What mistakes do email marketers annoy subscribers?

1. Passive aggression

Often found in subscription forms and on unsubscribe pages. This is a situation where aggression is smoothed out by soft angles.

For example, in this case, the marketer disguises aggression for the benefit. Thus, it receives new subscribers.

Such a strategy is justified in the short term. But in the long run, this approach annoys users.

2. Automatic newsletter subscription

The client places an order on the site, indicates the email in the order form and the company automatically signs it on the newsletter. But the client did not give his consent to receive newsletters.

This technique allows you to expand the subscriber base. More followers - more sales.

Why is this bad? If a person receives a newsletter for which he did not subscribe, this can cause negativity and complaints about spam. Spam complaints negatively affect the sender’s overall rating in the eyes of postal services. As a result, the delivery of letters deteriorates.

Many countries have laws governing this issue. In Canada, this is CASL, in Europe - GDPR, in Russia - the Federal Law "On Advertising". If a complaint is received against the mailer and he cannot prove that a particular user gave his consent to the newsletter, the company will pay a fine.

3. Using the sender name instead of the company name

Sometimes marketers in the "Sender" field indicate the name of the person instead of the name of the company. After some time, the subscriber in his mailbox may find letters from strange people. Because you will not remember all the names, but the names of companies are another matter, they are more often heard.

This situation can cause negativity and a desire to complain about spam, because I definitely did not subscribe to Nate.

Why does a marketer decide to use a name? Perhaps because the name of the company causes bad associations? Then you should think about the image of the company.

You can use the name and company name. This is the case when in one company there are several mailings from different people.

4. Inappropriate subject line

The subject of the letter should make the person open the letter. It should be attractive, but relevant. It’s bad when the topic is intriguing, the subscriber opens the letter, and there it’s about something completely different. This causes discontent and a desire to unsubscribe.

Ideally, the subject of the letter should immediately say what the letter is about. A preheader to complement the topic.

5. gmail tab manipulations

In 2013, Gmail began to split incoming messages into unsorted promotions and alerts. And some marketers believe that getting a letter into the Promotions tab is just as bad as getting into spam. Therefore, they come up with different options for circumventing this option.

But this is not entirely true. Such sorting simply allows you to better sort the letters in the user's box. It is much better if the subscriber sees the letter where he expects. If he subscribed to the mailing list of the company that conducts the promotional campaigns, then the place for such letters is “Promotions”.

6. Hidden unsubscribe links

Sometimes companies hide unsubscribe links in their letters. Thus, they hope to keep the base.

This is bad practice. Because the subscriber, not finding the unsubscribe link, simply clicks on spam. This worsens the rating of the sender in the eyes of postal service providers and decreases the delivery of letters to inbox.

The best option is to unsubscribe in 2 clicks: in the letter and then on the unsubscribe page. On the unsubscribe page, you can ask if the subscriber doesn’t want to receive emails less often or if he is interested in certain topics. In this way, you can save part of the base - those who still doubt.


  1. Do not hide the unsubscribe link in letters. Give the subscriber a clear opportunity to unsubscribe from your newsletter if you are no longer on the road.
  2. Respect your potential follower. Do not be too persistent. Better to offer real benefits in return for a subscription.
  3. Write relevant topics for letters.
  4. Do not try to get into a specific tab in the mailer. Not sure it's going to happen. Write expected and useful materials.
  5. Send emails from a known sender. Most likely, this is the name of the brand.
  6. In the subscription or order forms, check the box with the consent to the newsletter.
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