If email seems a little old school to you, you might be right, email turns 40 this year, and it’s being overrun by texting, instant messaging and Facebook messaging.

But email is still useful and universally accepted.  In fact, those who make a living in nightlife say there’s never been a better time to do it. And this is because social networks have become such a great support for them.

For nightclubs and promoters, email represents a cheap, effective way to establish or maintain a relationship with fans and club goers. But here is the tricky part.  Email content has the power to either attract or repel your fan base. So before you hit “send” on your next email newsletter, take heed of these 4 common email marketing mistakes.

1. Having Ineffective or Irrelevant Subject and “From” Lines
   
   You can’t guarantee that someone will open your email, but a good way to make it unlikely that they’ll open it is to use a boring subject line. A subject line should promise short, digestable information that is likely to be of interest to the recipiant . One example: “2 Things Facebook Can Do for Your NightClub” The reader only has to worry about reading two things and, if the email is properly targeted, there’s a good chance he’ll click through to see what it’s about.The “from” lines are also important, people are unlikely to open an email if they don’t recognize the sender. Plus, make sure you use an email address that uses your company’s domain — a Gmail or Yahoo address is a tip-off that the company is small-time.
2. Blasting Irrelevant Content
   
   
   Make sure your emails are relevant to the audience you’re blasting them to. If a visitor signs up for weekly emails about your upcoming events, make sure that is what their emails are about.  Don’t blast theme about your sponsors or other business ventures you might have. 

3. Not Looking at the Numbers
   You just sent out a batch of emails — any idea how many were opened? How many bounced back? If you don’t have that information, you’re operating in a vacuum and have no way to determine if the program is a success. Make sure you’re analyzing and comparing the numbers, which can help you get the most out of future email blasts. Metrics can provide useful information to boost email marketing efficacy, including the best day and time to send the email, the most effective subject lines and the content that most resonates with your audience.
4. Having No Purpose
   
   Many Nightclubs start an email marketing program with only a vague notion about why they’re doing it. So what are your goals? To educate about an event? To start a dialogue with your visitors? To inform your fans of news and events at your other venues? Having a purpose will help you  dictate your content, so please , please figure it out before you start typing.