This new client decided they wanted to have one of their strategic partners write an article for their first newsletter. The article ended up being very, very long. Now, as a writer, I don’t like using the word “very” very often, let alone twice in one sentence. But I do so here to emphasize just how long this article was. I advised against it; suggested breaking it down into parts, but they wanted to run with it as it was.

This scenario got me to thinking about some don’ts when it comes to e-newsletters.

Don’t:

* Lose your readers with articles or issues that are too long. If they can’t read it and glean useful information quickly, chances are, they won’t read it at all.
* Forget to allow readers to unsubscribe. The CAN-SPAM Act of 2003 now requires that all ezine publishers include an opt-out box in each issue, so subscribers can quickly and easily get off your mailing list. (Thanks to Marcia Layton Turner for that information.)
* Alienate your reader by promoting yourself, your product or service to death. Readers will tune out the rest of your content if they feel you’re being too pushy.
* Forget to use more than just words. Using HTML in newsletters isn’t quite as difficult to use as it used to be and pictures, illustrations and other designs help in capturing your readers attention.

And remember, it’s not just what you say… it’s the way you say it.