1. Help subscribers remember who you are. Send the first message quickly and continue to stay in touch on a regular basis.
2. Don't send too many emails. You should tell them up front exactly how often you're going to email, and keep to it. If they unsubscribe, offer to reduce the frequency.
3. Keep your emails interesting. If your subscriber gets bored you'll lose them. Sprinkle in some user-generated content, contests, surveys and questions to keep the interest level high.
4. Don't make it all about selling or promoting. Being too aggressive is a good way to force people off the list. Make sure you include some useful or fun information along with any promotion.
5. Be sure to test your email first. Broken links, bad formatting, broken images or blank landing pages are a good way for people to lose interest. Test, test again and retest before you send.
6. Be sure it's formated for mobile. More and more people are accessing their email via their mobile device, and nothing could be worse for a newsletter than if it looks bad there. Be sure to design your newsletter with mobile in mind.
7. Be sure it's quick to load. In this day of instant gratification, we not only want, but are used to seeing everything load up quickly. If you make someone wait even a couple of seconds they're more likely to just hit the delete key instead. If your newsletter is loading slowly, consider breaking it up into smaller bits and saving some of the info for the next one.
Remember that content is king when it comes to newsletters. If you have something that's really dynamite then your subscribers are likely to overlook one or two of the above items, but the more of these that occur, the less likely you'll keep that person as a subscriber.
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