Once considered an “outdated” form of marketing, email continues to prove itself time and time again as an effective and reliable channel. Email marketing can help businesses acquire 40 times more customers than social media. A B2B audience, in particular, ranks email as the third most influential resource of information after thought leaders and colleague word-of-mouth.

This is why consistent investment into email content should be standard for a well-rounded digital marketing strategy. Newsletters are one of the simplest ways to keep your brand on subscribers’ radars and continuously build stronger engagement.

What constitutes a newsletter? A newsletter is an email sent (most likely at a regular schedule) informing subscribers of relevant business updates. Content varies from customer-focused information such as activity reminders or new product releases to business-focused brand news.

Here are five elements to pay attention to when constructing a perfect newsletter.

1. First Impressions

Due to the importance of high open rates, first impressions are extremely important in email marketing. Open rates are the percentage of emails opened in comparison to the total volume you’ve sent. It’s a standard benchmark to measure and it affects campaign performance—after all, subscribers who don’t open what you send can’t engage with the content in your newsletters.

This is why to hit or move beyond the average email open rate of 17.92%, you need to pay attention to:

  • The email address you send campaigns from

Misrepresenting who you are by listing a vague email address risks having your mail sorted into the spam folder by email providers. This may be a violation of the FTC’s CAN-SPAM Act, which requires you to clearly state who you are in your emails. 

  • The text preview, or header and first few lines

Some browser extensions provide a snapshot preview of the contents of an email when they arrive. Take extra care in writing the first few lines or choosing the first image.

  • The short phrase in your subject line

Subject lines are best kept short, clear, and inviting. The average recommended length is 35-50 characters—any more than this and email providers clip them short.

2. Copy

Which would you rather read from start to finish? A message that looks like it was copied and pasted and mass sent to everyone or something that uses your first name and looks crafted to appeal to your interests?

Personalization is the name of the game when it comes to the written content of your emails. 60% of marketers say data that provides contextual signals like location or weather is highly effective. Plus, personalization can improve conversion rates by 6%. Create different options for different customers, with newsletter content that varies according to the interests of each list segment.

In addition to the types of content you send, mind your writing style. Using online communication means you have to write for the web. That means:

  • Shorter paragraphs and sentences
  • Minimal jargon
  • Focus on a single audience per newsletter
  • Aim for a single goal to minimize distractions.

3. Layout

More than half of all emails are now opened on a mobile device, so the first thing to consider when laying out content is whether it’ll look good when read via smartphone. After that, you want to structure emails to present a natural flow of information, with images and text complementing each other to eventually lead towards a call-to-action.

Here are three email design layouts you can use.

  • One column – A simple layout designed to work on both desktop and mobile, only coded to be mobile-first. They usually adapt and scale, and contain bite-sized information to help users navigate easier.
  • Inverted pyramid – Begin with a large, engaging image. Follow it up with a value proposition that clearly communicates the benefits of reading, insert the rest of your content, and end with your CTA.
  • Zigzag – An angular design grid using color-blocking and tilted imagery acts as a guide pushing the reader towards the end of the email.

Source: Campaign Monitor

4. Images

Go big or go home? It isn’t that simple. With changes in screen width, diversification of devices and resolutions, and consumer browsing habits, finding the ideal image size isn’t as straightforward as before. While desktop and laptop resolutions have become larger and sharper, more emails are being opened on smaller mobile devices. Responsiveness is key.

A safe size for your larger images, though? The best width for your newsletter images is still 600px wide, making the legacy of Microsoft Outlook live on. However, you can go wider if you keep central visual elements in the middle and use the rest of the space for the background instead.

When choosing content to accompany each part of your newsletter content, such as company updates or product recommendations, think of social proof and lifestyle. You want your audience to see themselves in your content, not alienate them. For example, if subscribers are older, you won’t want to use images with teenagers or a different age demographic.

5. Calls to Action

A good call to action button improves click-through rates and assists in conversions. And yes, they aren’t just links included within your email body, they’re individual buttons positioned right where your reader can see them.

Call to action buttons normally don’t have much variation, but there’s a good reason for that. These buttons are already an established bit of web design and automatically register in viewers’ minds as clickable, so deviating from that consistency will cause confusion. What you need to do is make sure the text on them is clear and actionable, that they’re visible on the page, and that they look inviting.

You can place them near the end of your newsletter or beside each segment of content referring to it, such as in the case of news collections and product catalogs. You need at least one—or else, why are you sending newsletters at all?

Final Thoughts

Newsletters are simpler in scope than emails built to support a special campaign. However, invest the right amount of thought into their design and you can build lasting relationships with your subscribers—eventually converting them into fully paying customers.

Author Bio

Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.

While many employees spend their free time daydreaming of becoming financially independent, the entrepreneur is working to make the dream a reality. That is why entrepreneurs are risk-takers by nature.

Entrepreneurs are willing to take that all-important first step of breaking free from the chains of the 9-to-5 grind and take command of their of their own destiny. Instead of driving someone else’s business, they go behind the wheel and follow the course they have charted for their own business success.

Yet, sometimes these very same attributes – ambition, drive, and dedication – can become an entrepreneur’s own worst enemies.

They end up taking on too many tasks most of which are administrative in nature. As a result, a big chunk of their waking hours are spent – rather, wasted – attending to functions that have no direct contribution to their bottom line.

The workday becomes unproductive. The essential tasks or the core functions of the business are left unattended. Goals are not met. Business targets become farther away today compared to yesterday.

By taking on non-essential tasks, the entrepreneur ends up working for his/her business instead of on his/her business. Ironically, the entrepreneur has become an employee of his/her own business.

Is there a way or a process the entrepreneur can use so he/she can focus on the main functions of the business without overlooking the administrative tasks?

The Solution: Outsource Tasks And/Or Services!

Ask yourself these questions:

  • Would you rather spend 2 hours filtering your Inbox or working on a client’s project?
  • Would you like it if your phone keeps ringing every 30 minutes while you are working on your client’s project?
  • Would it be okay with you if the Internet provider cut its service because you unwittingly forgot to pay the latest invoice?

If you answered “No” to these questions, it is time for you to consider outsourcing tasks of your business.

Outsourcing is the process of delegating or transferring predetermined tasks or functions to a third-party service provider.

You can read more about the benefits of outsourcing in our article “How Outsourcing Tasks Can Save You Tons Of Money – And Build Your Business”. In the article, we presented an accounting of how much money you can save through outsourcing.

Essentially, outsourcing is the ideal strategy for entrepreneurs, especially those in the start-up stage, because it is a low-cost, high-value solution. From the article, you will come to understand that with outsourcing, costs are easily managed.

Outsourcing will present you with options that you can use to stretch your finances without compromising the quality of goods and services.

FTE Vs. Outsourced Talent: Which Is The Better Option?

Cost savings are possible because you are taking advantage of comparative advantages that are generated by outsourcing foremost of which is labor.

With outsourcing, you are not hiring full-time employees or FTEs. Instead, you are contracting the services of qualified people or agencies. This distinction between FTE and contracted services is very important!

Let’s compare the FTE and the outsourced talent:

Particulars:FTE:Outsourced Talent:
Rate/Hour (Minimum)$18$8
Work Hours/Day8Flexible
Work Days/Week5 to 6Flexible
Paid Benefits:YesNo
Total Cost:$27/hour$8

As you can see, flexibility is the key differentiator between an outsourced talent and an FTE. When you contract services, you are not obligated by law to pay a minimum wage or designate the mandated work hours per week.

This makes it possible to be more financially flexible with the outsourced talent compared to hiring an FTE.

Here are some real-world examples:

  • Contract the services of a virtual assistant who can manage your administrative tasks 10 hours a week.
  • Outsource content writing services and pay the outsourced talent on a per word or per productive hour basis.
  • Outsource web development/management services to Mountaintop Web Design and pay fixed charges on a monthly basis.

By agreeing on the conditions for payment, you are assured of higher productivity and better quality of work.

According to a study that was presented by productivity coach Steve Pavlina, the average American office worker only puts in 90 minutes of productive work every day.

That is 90 minutes out of 480 total work minutes every day or a productivity rating of only 19%! Yet, America remains the strongest economy in the world.

What happened to the remaining 390 minutes? According to Pavlina, those hours are spent surfing the Internet, taking extended water cooler/coffee breaks,  napping, checking their cell phones, and reading the news.

Guess what? Those hours are paid. This means every time an FTE chit-chats with a another FTE about the latest Netflix movie, you are paying for those minutes.

By outsourcing, you are also increasing your level of productivity because now you can place greater focus on the main enterprise of your business.

A study presented by the Harvard Business Review showed that at most, people can only maintain 100% focus on a given task for 90 minutes. After completing the task, you have to rest the mind for at least 10 minutes.

Assuming an 8-hour work schedule, this means that by outsourcing tasks, you can target 4 to 5 tasks to accomplish every day. That is 360 minutes out of 480 minutes per day or a productivity rating of 75%!

In contrast, a fully-paid FTE who can tender only 90 minutes of productive time per day will possibly only accomplish 1 task per day.

Which Tasks Should You Outsource?

Hopefully, at this point, we have convinced you of how outsourcing can build your business. The question we will answer in this section is which tasks you should outsource.

In the future, we will present a more detailed and comprehensive article on how to take a strategic approach to outsourcing that can scale up your business. For now, we will show you how to identify the tasks that you should outsource in order to streamline costs and increase productivity.

You will need to answer these questions:

  • Which tasks are non-essential or not directly related to my business’ main enterprise?
  • Which tasks will require a higher level of expertise and greater experience?
  • Which tasks are repetitive in nature?
  • Which tasks do I have the tendency to overlook or forget?
  • Which tasks do I greatly dislike doing?

From there, you will probably come up with the same or similar tasks that we have outlined below:

1. Administrative Tasks

For many entrepreneurs, administrative tasks are the necessary evils of running a business. These tasks are categorized as non-essentials, meaning they are not directly related to your business’ main enterprise. However, they play an essential role because administrative tasks keep your business organized and running.

Examples of administrative tasks that you should outsource:

  • E-mail Filtering
  • Calendar Management
  • Appointment Setting
  • Phone Handling
  • Preparing Reports
  • Limited Research
  • Database or CRM Management
  • Bookings and Reservations
  • Preparation of Limited Communication

2. Technical/Specialized Skills

Your business may need to introduce new products and services that require greater skill, a higher level of expertise, and longer tenure. These are skills that you cannot become proficient at simply by watching YouTube videos or reading a “For Dummies” instructional. Otherwise, the quality of work will suffer.

Examples of technical/specialized skills that you should outsource:

  • Website Design/Management
  • Digital Marketing
  • Search Engine Optimization
  • Search Engine Marketing
  • Content Writing
  • Graphic Design
  • Software App Development
  • Transcription Services
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3. Customer Support Services

Many businesses stunt their growth because they are only focused on new market development. In so doing, they neglect their current market base or end users of their products or services.

Don’t forget your current end users. They are already your customers. The cost of maintaining them is lower than creating new markets for your products and services. And the returns are much higher because your current end users already made the decision to choose you over the competition.

Having great customer service assures your existing end users that their needs and concerns are always met and addressed right away.

Examples of Customer Support Services that you should outsource:

  • Inbound Phone Support
  • Technical Support Services
  • Email Support
  • After-Sales Surveys or Outbound Call Support
  • Chat Support
  • Content Moderation Services

4. Back-Office Functions

It’s called the back-office because the people who work here are not seen but otherwise play a valuable role in running your business. You can outsource these tasks to qualified third-party service providers and still get great results.

Examples of back-office functions that you should outsource:

  • General Accounting
  • Payroll Preparation
  • Employee Benefits Administration
  • Human Resources Management – Recruitment, interviews, testing, evaluation, and selection


To better understand the value of outsourcing, let’s delve into the mind of the entrepreneur.

Entrepreneurs or to be more specific, small to medium scale business owners, are limited by their resources. Even the most successful ones do not have the benefit of liquidity compared to large scale businesses. This is, of course, part of the growth process.

As a small business owner, the immediate challenge is to maintain liquidity before achieving profitability. Effective cash flow management is very important. Thus, an entrepreneur strives to keep operations as lean as possible.

Instead of hiring employees to help him/her run the show, they take on most, if not all of the tasks of the business.

Ask any entrepreneur and they will tell there is nothing they can’t do. Like a superhero, an entrepreneur will take on any challenge and believe they can win it. The reality is, victories are only short-term.

Over the long-run, the number of unproductive workdays has accumulated to a point that the business starts to suffer.

Your best option is to outsource specific tasks or functions. Not only will outsourcing services greatly reduce the costs of running a business but the strategy will help you increase productivity without compromising the quality of work.

If you enjoyed this article and know people who would greatly benefit from it, please feel free to share!

And if you would like to know how Mountaintop can help you get started on your own outsourcing solution, please do not hesitate to give us a call. You can consult with us for 30 minutes free of charge.

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“To err is human; to forgive divine”

That wonderful and enduring quote is from “The Essay on Criticism”, a satirical work authored by 18th Century English Poet, Alexander Pope.

You’ve probably come across this quote a number of times. Its meaning is pretty much cut and dry.

Everyone makes mistakes. Thus, people who forgive those who make mistakes are acting in a divine or god-like manner.

In content writing, mistakes do happen. Even if you run your content through the latest spelling and grammar checking software, there remains the slight possibility of a mistake or mistakes getting through. After all, software programs are man-made.

For sure, even your favorite writers have had their fair share of content writing mistakes.

However, just because mistakes are part and parcel of content writing, does not mean that you should allow them to happen.

Unlike the real world, the people who patronize the Internet may not be as forgiving. Sometimes it only takes one mistake to sink the entire content writing ship.

Here are 9 content writing mistakes that happen even to the best writers out there.

1. Powering Past Writer’s Block

Writer’s block is a very real thing. The last thing you should do as a content writer is to deny its existence. Because once you get Writer’s Block, the entire creative process will come to a standstill. You may find yourself staring at a blank screen for hours, maybe even for days or weeks.

The best bloggers on the Internet get Writer’s Block. In content marketing, long-form blogs – those that exceed 1,900 words, generate great results. In addition to writing extensive blogs, these writers try to publish 16 blogs per month in order to drive more traffic to their websites.

With such a punishing writing schedule, ultimately the blogger will burn out. Content writing is more than just writing. There are different types of research involved – market, industry, marketing, and keyword to name a few.

All told it may take as little as 4 hours and as much as 2-3 days depending on the topic to write a well-written, accurately-researched 1,900-word blog.

Therefore, if you are experiencing Writer’s Block, you may be exhausted. The best remedy is to simply back off.

Rest. Relax. Regroup.

Don’t try to power past Writer’s Block. You will only increase the chance of producing substandard content.

When your mind has become fully relaxed, the well of ideas will be filled up with creativity and you will be able to write freely and effortlessly again.

2. Carelessness When Editing Your Content

In November 2018, Tiger Woods made his first hole-in-one in more than 20 years. That’s The Tiger Woods, the winner of 14 Majors and 80 PGA titles. If the world’s greatest golfer cannot hit the ball straight into the cup in his first swing, what makes you think you can get your content right the first time?

Creating compelling content is not about perfection. It is about presenting a finished product that will be enjoyed by your readers. Don’t take editing for granted. Just because it feels right does not mean it reads right.

You can always find ways to make your content better.

When you are tired, it becomes harder to process the way your content is currently written. The best thing to do is to simply save the file and review it the following day.

It could be how certain statements are phrased. Perhaps some sentences and paragraphs are too long. You’ll be surprised that by switching paragraphs or sentences around, the context becomes clearer.

The difference between today’s version and yesterday’s draft will be like night and day.

3. Failure to Run Your Contact Through Proofreading

Coming across a misspelled word or errors in grammar is like finding hair in your soup at a fine dining restaurant.

Chances are you will never come back. The same could be said about your readers. These types of mistakes can spoil the entire experience. Worse, it will reflect on your approach to writing.

Your readers will think you are irresponsible, negligent, and sloppy. It will also send the message that you don’t care about your readers.

Here are 3 tips on how to proofread your content:

  • Review your content frequently. You can do this after every completed section, page, or before you save the file.
  • Ask a friend or associate who has writing or editing experience to review your content.
  • Run your content through a spelling and grammar checker software program.

There are no limits on the number of times you want to review your content. As a rule-of-thumb, keep reviewing until you are 100% confident that there are no errors in spelling and grammar.

4. Lackadaisical Approach to Research

For content to have value for your readers, it must be relevant, useful, and informative. If you do not perform accurate research, your content may give erroneous and outdated information to your readers. It will neither be relevant, useful or informative.

Research is the substance of your content. Without accurate data, your content will have less meaning and value. The reader will not be able to derive any information that will address his/her needs or concerns.

One reason why some writers overlook the value of research is because they regard themselves as experts in the field. They know everything.

If you were writing for a financial publication, how would you know whether to recommend a “buy” or a “sell” of a particular stock if you are not updated in trends, industry developments, and company information?

Publishing content carries with it a sense of responsibility. You should be confident about the quality of your content before posting it on the Internet.

5. Failure to Validate Statistics, Facts, and Figures

For those who do research, it is important to validate statistics, facts, and figures before using them as information in your content. Otherwise, its value will diminish and lose relevance.

First, try to make it a point to use the latest data available because trends can change within a period of time. When doing a search, always include the year in your query.

For example, instead of just writing “number of businesses with websites” on the search query box, you should write “number of businesses with websites 2019”.

If data for 2019 is not available, the search engine will get you the latest data it can find.

Second, use only reliable websites as sources of information. For example, when writing topics about business, websites such as Forbes, Bloomberg, and Reuters are great sources of information.

Finally, always cite the reference in your content. A simple hyperlink will be enough to show the reader that you did not pluck the numbers out of thin air.

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6. Winging It – Writing With No Outline

The outline serves as your guide for organizing the information in your content. It adds structure to your writing, makes the process flow smoother, and the sessions more productive.

An outline sets up the framework of your content. In its most simplistic form, an outline will have an introduction, the body, and a conclusion. You can use bullet points to summarize the key details under each section.

There are no clearly defined rules on how to use an outline. You do not have to start the process by writing the introduction.

For example, when writing a list-type or “How To” articles, you can start with the body of the blog. By attacking the “meat and potatoes” of your content first, you will develop a better idea on how to go about writing the introduction and conclusion of your article.

7. Putting Greater Emphasis on Quantity of Writing

A 2016 study by the Content Marketing Institute showed that marketers considered blogging as the fourth most effective vehicle for delivering content. For this reason, 42% of marketers try to put out multiple blogs every week.

As mentioned earlier, long-form blogs have been proven to deliver the best results for brand-building, lead generation, and search ranking purposes. However, writing long-form blogs too frequently will wear you out. In time, the quality of your work will suffer.

It is nice to set targets for your blogging schedule but if the trade-off will be a high percentage of poor quality blogs, the effort will not be worth it. You will be better off following a writing schedule that you can comfortably accommodate.

8. Writing For Oneself Instead of the Audience

If there is a “Golden Rule” for content writing, it would be this:

Always write with your audience in mind.

  • What are their needs?
  • What are their concerns?
  • What issues are important to them now?
  • How can I apply my experience and expertise to help my audience find the answers they need?
  • What is the best and most effective way to present my content to them?

The biggest mistake a writer can make is to write for himself/herself.

From our experience, the business owner does the content writing for his/her website. They believe that as experts in their field, they are the most qualified people to write about the subject.

That is true. However, writing about the subject and articulating its meaning to the reader are 2 different things.

Business owners tend to become too technical when they write. It is understandable because for them technical jargon is part of their natural way of communicating with others in the industry.

Your audience is different. Many are not as well-versed as you on the topic. That is why they are on your website. They want to learn from you; your experience and expertise.

You will have to write in a language that can easily be understood while keeping the overall value of the content untouched.

9. Using Pronouns to Leave the Reader Hanging

Pronouns are part of writing. However, there are writers who tend to abuse pronouns and end up leaving the reader hanging.

What do we mean? Here are a few examples of “hanging pronouns”:

  • This could be bad – What could be bad?
  • These should be discontinued – What should be discontinued?
  • Those are wrong for you – What are wrong for me?
  • That was not necessary – What was not necessary?

Don’t assume that the reader can infer the meaning from the context. Again, write with the audience in mind and make sure reading your content is a pleasurable experience.

A few tweaks in the writing will make the pronouns come to life:

  • This latest development on the scandal can be bad.
  • These medications should be discontinued.
  • Those running shoes are wrong for you.
  • That final remark was not necessary.


Writing is one of the first skills we learn growing up. As soon as we can hold a pencil in our hands, writing is one of the most natural things we can do.

Internet-based content is not your ordinary type of content writing. There is more to the process than just putting together facts, other forms of information, and make sure these are presented without glaring errors in spelling and grammar.

On the Internet, where 4 Billion people are searching for valuable information from across more than 2 Billion websites, your primary objective is for your content to be found by its target audience. This means your content must be optimized for the Internet.

Thus, in addition to the mistakes that you have to avoid, you should also factor in SEO in content writing.

Optimizing content adds a new dynamic to the process:

  • You have to conduct keyword research.
  • You have to consider the optimum keyword density in your content.
  • Keywords have to be strategically embedded in your content.

You have to be mindful of your content’s ease of reading for your audience. Did you notice our paragraphs contain no more than 3-4 sentences? Did you also notice that our sentences run fewer than 40 words?  These techniques will help make your content more readable.

Even if you are a seasoned writer, your time is best allocated to running the core functions of your business.

Your best option would be to outsource content writing to qualified third parties like us. Our articles have been selected as among the best in the business by UpCity.

Content is king and content marketing delivers results. If you want to know how our content writing can help your business achieve its goals for 2019, please feel free to give us a call or an email.

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