Things You Shouldn’t Have in Your Emails (according to my former subscribers)

Picture this: a seemingly innocent newsletter goes out, featuring my hubby proudly getting a new tattoo for his birthday. Little did I know, this would whip up a whirlwind of reactions among my US readers and the number of emails they sent to me telling me how offended they were to see this photo!

Kevin's tattoo

There's No Such Thing as Inappropriate Email Content.
Let's bust a myth today: the idea of ‘inappropriate' email newsletter content is a misnomer. It's not about appropriateness; it's about what fits your audience.

In this article, you will discover:

  • How to tailor content to your audience's preferences.
  • Techniques for injecting humour into your emails.
  • The balance between professionalism and a conversational tone.

Get ready to transform your email newsletters into engaging, audience-centric, and delightfully humorous communications.

There is no such thing as inappropriate email content. There's content that fits your audience and content that doesn't. That's it.

Understanding Your Audience for Email Marketing

Grasping your audience's needs and interests is crucial for crafting effective email content. This requires digging beyond basic demographics to understand their lifestyle, challenges, and what makes them tick.

Detailed Insights:

  1. Conduct Surveys and Gather Feedback: Regularly survey your audience or analyse feedback to gain insights into their preferences, problems, and expectations.
  2. Analyse Social Media Engagement: Look at what your audience engages with on social platforms. Which posts do they like, share, or comment on? This can be a goldmine for understanding their humour and interests.
  3. Use Analytics Tools: Utilise tools like Google Analytics or social media insights to get a deeper understanding of your audience's behaviour and preferences.
  4. Check Competitor Engagement: Sometimes, your competitors can provide valuable insights. Observe their audience interactions and see what works for them.
  5. Personalise Your Approach: Once you have a better understanding of your audience, personalise your email content to resonate with them. This could be through tailored humour, addressing specific challenges, or discussing topics they care about.

Remember, your audience's preferences are the core of your content strategy. The more you know about them, the more effective your email marketing will be.

The Art of Humour in Email Content

Injecting humour into your email content can be a game-changer. It's about striking the right balance to engage your audience without overstepping professional boundaries. Which can be a fine line to walk if you're British.

Crafting Humour for Your Audience:

  1. Understand Humour Preferences: Different audiences have different tastes in humour. What tickles a teenager might not amuse a business executive. Tailor your humour accordingly. Also, remember what's funny to man might be outright sexism to women. So make that Tradwife joke really funny or forget it.
  2. Keep it Light and Relevant: The best humour is subtle and relevant to the topic. Avoid forced jokes or unrelated humour. This is hard when you're British like me. We love our humourous tangents. I have to dial them back in every email.
  3. Use Everyday Scenarios: Relatable, everyday situations often make the best funny content. They connect with the reader on a personal level.
  4. Be Culturally Sensitive: Humour varies across cultures. Ensure your jokes are inclusive and sensitive to diverse backgrounds.
  5. Test and Get Feedback: Try different types of humour and see what resonates with your audience. Feedback is crucial in fine-tuning your approach.

Remember, the goal is to make your emails enjoyable, not just another item in the inbox. Well-placed humour can make your content memorable and shareable.

Balancing Professionalism and Relatability

Crafting email newsletters requires a delicate balance between professionalism and relatability. It’s about connecting with your audience on a personal level while maintaining a sense of professionalism. Again,  this is dependent on your audience and what you're selling.

Professional Yet Personable Tone:
Your tone should be professional but not stiff. It’s like having a conversation with a respected colleague. You respect their intellect but also acknowledge their human side.

Understand the Formality Spectrum:
Different audiences prefer different levels of formality. A tech startup might enjoy a casual tone, while a legal firm may require formality. Adjust your style accordingly. A witty, British blogger will always upset uptight people with no sense of humour, and an inability to poke fun at themselves.

Relatable Content:
Use scenarios or references your audience can relate to. This helps in building a connection and makes your content more engaging.

Clear and Concise Language:
Avoid jargon or overly complex language. Your goal is to be understood easily, not to impress with big words. And use a Z instead of an S in the content, you have no idea how upsetting it is to some people to see words spelt correctly from where English originated.

Consistency is Key:
Ensure your tone and style are consistent across all communications. This builds trust and reinforces your brand identity.

Balancing these elements effectively can turn your email newsletters into powerful tools for engagement and relationship building.

Common Mistakes to Avoid in Email Newsletters

Creating effective email newsletters is as much about avoiding mistakes as it is about employing best practices. One of the common errors is overlooking the tone of your content. It's like wearing socks with sandals – some people might not mind, but it's a fashion faux pas that can make others cringe.

Avoid Overcomplication:
Simplicity is key. Don't overcomplicate your message with jargon or complex language. Your goal is to be clear and concise, not to show off your extensive vocabulary.

Steer Clear of Repetitiveness:
Repeating the same message or style in every newsletter can bore your audience. Mix it up to keep things fresh and engaging.

Beware of Ignoring Feedback:
Ignoring reader feedback is like refusing to ask for directions when you’re lost. It might feel okay at first, but eventually, you’ll realise you're going in circles. Pay attention to what your audience is saying.

Don't Neglect the Call-to-Action (CTA):
A newsletter without a clear CTA is like a story without an ending – it leaves the reader hanging. Always include a strong, clear CTA to guide your audience on what to do next.

Remember, the best email newsletters are those that learn from past mistakes and constantly evolve to meet the needs of their audience better. Avoid these common pitfalls, and you're on your way to creating content that truly resonates.

Sarah x


Sarah & Kevin Arrow

Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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