Email marketing is definitely one of the best tools to remind clients of your business and even to sell something right away. Although marketers tend to invest more money into social media and paid search these days, the fact remains that email campaigns still have by far the biggest ROI percentage.
However, email campaigns demand a good strategy and careful preparations if you don’t want to chase away potential customers. Making even the smallest mistake can ruin your efforts and nullify effects of your marketing strategy in general.
Even the most loyal customers will click “unsubscribe” and never come back again if your promotional messages are just way too wrong. In this article, we will reveal email marketing blunders which can make your clients run away.
12 things to avoid in email marketing
Email campaigns can be very profitable if you prepare well for the execution but there will be a lot of obstacles along the way. You should learn to recognize these issues, so let’s check out 12 things you have to avoid when launching an email campaign.
Send emails without permission
First thing first – you cannot send emails to anyone without permission. It does take a while before you build a solid base of recipients but it is much better to do it gradually than to make potential purchasers angry. We suggest you make subscriptions a two-phase process. Firstly, users ought to complete your signup form and then they should confirm it through an automated email. This is a simple procedure but it guarantees that you’ll target the right people with your messages.
Reveal recipients’ emails
Whenever you send an email to the group of recipients, make sure to add their addresses to the BCC bar. If you don’t do that, you will reveal hundreds or even thousands of personal emails, jeopardizing the privacy of each client.
At the same time, it will probably inspire a few of them to file a complaint. If someone clicks the ‘Reply To All’ button, your campaign will become a disaster. You can do two things to prevent this from happening – be very careful when sending messages or just use an email service provider to assist you.
Mind the subject line
A subject line is the first thing receivers will notice, which makes it a focal point of your message. You need to make it interesting and appealing. Essentially, there are three important aspects of the subject line.
- Don’t be boring: No one will open an email if it sounds dull and stupid right from the beginning.
- Don’t be pushy: Convincing people to buy something from you immediately will only make a counter effect. Don’t be pushy and try to explain the advantages of your products or services, don’t try to sell them.
- Don’t make a typing mistake: Clients won’t take you seriously if you make a typing error in the first line of your text.
Email marketing is all about calls to action and trying to convince your customers to be proactive and make the next move. But if you send emails from [email protected] or [email protected] address, it sends the wrong kind of message to the client. It’s almost as if you wrote – please don’t do anything with this email, just forget it. Therefore, you should create an address with the brand name for your email campaigns.
Segmented email marketing has an open rate that is almost 15% higher than non-segmented campaigns. This happens because most businesses have a broad target audience which consists of many smaller groups.
Your job is to segment potential buyers and design email lists and messages according to their characteristics. First of all, you need to know their age, gender, and social status. These are the basic traits of each consumer and you have to take it into account while creating emails.
You don’t approach a middle-aged housewife the same way as you would address a single 25-year-old IT specialist. Additionally, knowing the location – city or region – of your subscribers is also very important when you want to launch special offers, one-time discounts, or regional promotions.
Send emails before testing
The way you design an email doesn’t necessarily generate the same image as the one your clients see while opening it. The look of your message depends on the type of device subscribers possess and rendering software they use. This suggests that you absolutely have to test all emails before sending to avoid being ridiculed by your clients. Fortunately, you can find a lot of reliable preview and testing tools online so don’t hesitate to give them a try.
Fail to check links
All of your emails have a concrete purpose. You want the clients to buy your products or check out the latest discounts. This is exactly why you add links to messages – to invite people to take some action. Essentially, it is the only way you can make a profit.
Bearing this in mind, you need to know that a marketer’s cardinal sin is to send an email to subscribers without checking if it is the correct link. This is a simple problem but it can have extreme consequences. Use the testing to open each link in your email and check if it’s right.
You ignore mobile
People open almost 55% of emails on mobile devices. They check emails several times a day and hate to see poorly optimized messages. For this reason, you should create a mobile-friendly email template and allow all subscribers to really read your copy. Of course, mobile owners also need to detect your CTA, which is why you should make it clearly visible on the user interface.
Don’t understand the spam system
There is no general rule which determines whether your email is spam or not. However, there are a few basic principles that you should stick to in order to avoid ending up in the spam box. Spam filters learn from subscribers’ inputs and each time someone sends an email to the spam folder, sender’s IP address goes to the blacklist.
Your best chance to avoid this problem is to send messages only to users who opted-in to receive them. Additionally, try to be consistent and use the same brand visuals to make your emails look familiar to all subscribers. Always check your template coding and send concise messages that won’t confuse your followers.
Email marketing depends not only on the quality of content but also on its quantity. Namely, companies that send too many emails usually lose subscribers in the long run. However, companies that send emails once in a month or two don’t do a great job, either.
The number of emails you send on a monthly basis depends on the nature of your business and the calendar of promotional activities. Our suggestion for you is to send up to three emails a month. It’s enough to remind people that you are still there but it won’t be a burden for an average subscriber.
You don’t proofread emails
We already mention that you have to check the subject line for potential typos or grammar mistakes but it is also very important to proofread an entire text. The language doesn’t have to be too formal but it must be 100% correct.
Not measuring campaign results
If you invested a significant portion of marketing budget in your email campaign, you probably want to know the results it achieved. That’s why you measure open and delivery rates as well as CTR. But failing to do so basically means that you don’t know what you are doing. You also won’t be able to change and upgrade the marketing strategy. Pay attention to this aspect of email campaigns because it’s the one thing that proves the real purpose of your marketing efforts.
Email campaigns represent the most profitable marketing method for many companies. However, a lot of marketers are still not aware of the biggest email marketing blunders which can jeopardize their campaigns. In this article, we showed you 12 mistakes you need to avoid in that regard. Keep them in mind and feel free to leave a comment if you need additional explanations about this topic.
Olivia is a young journalist who is passionate about topics of digital marketing, career and self-development. She constantly tries to learn something new and share this experience on Aussie writings as well as on other relevant websites. Connect with her on Facebook and Twitter.