Email Marketing Blunders You Should Avoid

EmailMarketingThere are quite a number of mistakes that businesses make when running email campaigns. Here are some of the common blunders to avoid.

Blunder #1: Not segmenting your recipients

This comes down to knowing your customer. Not all recipients in your email list are the same. Different messages to different customers will markedly increase uptake. Think about whether this email communication is going out to businesses, suppliers, walk-in customers, past competition entrants, website subscribers, online orderers etc

Think about your demographics too – imagine sending an email blast designed for female subscribers to everyone in your email list? For your email marketing campaign to work, these elements need to be thought through.

Blunder #2: Not tracking your email marketing campaign

By not monitoring your email campaign, you won’t be able to improve its efficacy. More importantly, you’ll waste time, effort, and resources on your email marketing efforts since you don’t even know what’s working and what’s not. Be aware of the important metrics such as:

  • How many readers are opening your emails?
  • Who is this segment or cohort that you are messaging?
  • How does the uptake compare to other segments or cohorts?
  • What devices are they using to read your emails?
  • What have people clicked on?
  • How sticky are the landing pages that they have clicked on?
  • How many sales have converted from your email marketing campaign?

Fortunately, our email marketing services provide in-depth but easy-to-understand analytics that can provide insights to help you fine-tune your message.

Blunder #3: Using poor subject lines

Having 1,000 or 100,000 email subscribers isn’t a guarantee that you’ll get the same number of visits to your website whenever you send out a newsletter. You still have to get your subscribers’ attention among the dozens (or even hundreds) of new emails they receive every day.

This is why the subject line is important: write a poor one and the email could land in the spam folder, get ignored, or worse, annoy recipients and make them actively unsubscribe from your list.

So what makes a poor subject line? Here are some of the things you should avoid:

  • Words and phrases that will automatically land your email in the spam folder. This includes: “Viagra”, “advertisement”, “limited time”, “$$”, and “spam” (i.e. “this is not spam”). Even the word “free” raises red flags.
  • Spelling and grammatical errors.
  • The entire subject line is capitalised.
  • Words that hyperbolise (e.g. “amazing”, “special”).

Blunder #4: Not testing your email before sending it out

Your recipients use different devices, browsers, and platforms to view email. Many use desktops and laptops; others access their email through smartphones and tablets; and numerous others view their email through browsers like Opera, Safari, Chrome, Firefox and IE.

Because of these numerous variables, a Gmail message that looks fine when viewed through a regular LED screen wouldn’t necessarily look proper on a BlackBerry display.

This is why you need to test your email before you send it out: you first have to be sure it’s being shown properly. Admittedly, it’s hard to consider each and every variable, but at the very least, you can test most of them. In the past a text-only version was used to ensure proper deliverability but this is becoming a less common practice.

Blunder #5: Producing emails that go straight to spam

As we’ve mentioned earlier (see blunder #2), using certain words in your subject line can result in getting your email marked as spam. Spam filters, however, have other triggers that may flag your email and bring it directly into the junk folder. Here are a few common triggers you should steer clear of:

  • Most or all of the email’s content is in an image.
  • Contents of the HTML and text in the email body are different.
  • The body has a low text-to-image ratio.
  • The body contains only the HTML or plain-text version of an email (ideally, it should still have both).

Digital Marketing Services, Email Marketing