It’s no secret that sending out regular email newsletters can help drive repeat business. It can also deliver better returns on your marketing investment, encourage your customers to generate referrals and attract new customers. It has a more personal touch than a Facebook status update. Email has become an essential marketing tool. In order for your email campaigns to be successful, there are few things that you should avoid. These are the six most common email newsletter mistakes to avoid so that your message doesn’t land in the spam or trash folder.

1. Missing or broken links

Providing links to services your business offers or your social media platforms is a great way to drive more traffic and attention to your company, however, forgetting to include a link when you say something like, “Click here to learn more,” will frustrate your subscribers. Additionally, including a broken link will confuse them just as much as a missing link. That’s why you should always be sure to double-check your links by clicking on each one to ensure that they’re working.

2. Grammar mistakes

Doing something as small as using “you’re” when you mean “your” looks unprofessional. While it may seem like one small grammar or spelling error to you, that error can ruin an otherwise good newsletter. Make sure you proofread your newsletter for simple typos and have at least one other person take a look at it before you send it out.

3. Pixelated images

Sometimes the sizing and clarity of your images look different when you’re creating your newsletter than they do in your subscribers’ inboxes. Many email marketing services allow you to preview your newsletter before you send it out, but it’s always a good idea to send it to yourself to be sure that your images aren’t distorted. You should also open the newsletter on different browsers, such as Mozilla Firefox and Google Chrome, and within different email providers, such as Gmail and Yahoo, to ensure the clarity translates across the board.

4. Forgetting mobile

Almost everyone has a smartphone now and many find it easier and more convenient to check their emails on these devices. Because of this, it’s essential for you to optimize your newsletter for both desktop and mobile devices. Your subscribers will “trash” or “spam” your emails if they can’t view them on their phones, or it could even lead them to unsubscribe.

5. Ignoring social media

You should always include icons in your newsletter that link to your company’s social media channels so that you can gain new “likes” and “follows.” Including these buttons make it easier for your subscribers to get to your official pages instead of having to do a web search to find you. Always check to make sure your social media buttons are working and that they link to the correct sites. Including separate social media “share” buttons allows your readers to share your content with their friends and followers which can attract new subscribers.

6. Boring subject lines

A subject line can make or break your email newsletter. It’s the first thing your subscribers see when your newsletter shows up in their inbox and it determines whether or not they will open it. It should tell your subscribers exactly what to expect in that specific newsletter.

If used correctly, email marketing can be a great tool to develop and nurture the relationship between your business and your customers. By making sure you’re not making any of these newsletter errors, you are helping to build and maintain a loyal list of subscribers.

About the author: Jessa Barron is a www.NextAdvisor.com writer who covers genealogy, email marketing, VoIP, virtual phones, fashion clubs, online video, home security, diet programs, Internet fax and parental controls.