Ah, the email newsletter. One of the staples of email marketing and one of the most frequently botched forms of email marketing. I feel like it’s a commandment of marketing, the more popular and important something is, the more frequently there are brands and companies out there doing it completely wrong.

And email newsletters are important and popular. Nowadays, most companies have one that’s sent out either weekly or monthly. But sometimes companies send them out without realizing how valuable they can truly be. They simply throw something together so that they can claim their business name is showing up in their customers’ inboxes on a recurring basis. But guess what? That’s not enough.