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8 Email Marketing Mistakes to Avoid

Mistakes happen. To err is human. It was an honest mistake. While all these phrases about mistakes are true, when it comes to email marketing, we think it’s best to try to avoid as many goofs and flubs as possible. Here are eight common email marketing mistakes and how to avoid them:

  1. Not minding your subject line. Subject lines can make or break an email campaign. No matter how valuable or important the content of an email, if your subject line fails to hook the recipient at a glance, your open rate – and therefore the success of your entire campaign – suffers. Be sure that your subject line accurately conveys what’s in the body of the email and that it inspires recipients to open the message too. Also, proofread your subject several times to ensure that a typo doesn’t ruin your email’s first impression.
  2. Overlooking the preheader. There are three things that recipients will see when your email hits their inbox: the sender name, the subject and the preheader – the line of teaser text that appears below an email’s subject. The subject line is what grabs your readers’ attention, but as an extension of your subject line, the preheader can really help you increase opens and clicks. Don’t waste this opportunity to supplement your subject line and encourage opens.
  3. Unclear sender name and email. We all gravitate towards emails sent by people we know. Make sure that the values you use for your “From” name and email clearly indicate who you are in order to avoid confusing your recipients or causing them to delete your message. If they do not recognize who the email is from, they are less likely to interact with it, thus damaging your open and click rates.
  4. Not using backup values for dynamic content. Include a default value if you incorporate dynamic content into your emails. This will ensure that some content will be displayed even if the data you are trying to reference on your recipient’s record is not available. When you add dynamic text to your template, it will look something like this: ${Recipient.contact.firstname[0]!””}. Include a default value with your dynamic text in order to display that text if the data you are referencing is not available, for example ${Recipient.contact.firstname[0]!”Customer”}.
  5. Not testing. Be sure to thoroughly test emails before you send them. It is always better to discover spelling errors before you send an email to a long list of recipients. Send it to yourself and review it thoroughly before you send, and ask a colleague or two to review your work. Also, be aware of what your email will look like on different devices. The ClickDimensions inbox preview feature lets you test any email and see what it will look like in a variety of email clients and on many different devices.
  6. Ignoring segmentation. The days of so-called “batch and blast” email marketing are behind us, so be sure to not overlook the power of list segmentation. Segmenting marketing lists is an incredibly powerful way to send your emails to the right people at the right time. List segmentation allows you to match your content with your customers’ interests, which will increase interaction with your email and drive conversions.
  7. Not optimizing for mobile. Mobile opens have now surpassed desktop opens for emails. So it’s important to format your email so that it appears correctly on different devices. In addition to a mobile-responsive email, the links used in an email should also be optimized for mobile. Many people will simply leave your site if they are redirected to pages that do not work well on their screen. You need to ensure that your email recipients have the best possible viewing experience regardless of the device they use.
  8. Not practicing permission-based marketing. It may be last on this list, but it’s first in importance. In email marketing, permission-based marketing means that your recipients have opted in to receive your emails. In your marketing lists, include only email addresses that have been freely given for the purpose of receiving marketing communications. In addition to helping you avoid running afoul of laws and regulations governing email marketing, permission-based marketing can help you increase your delivery, open and click rates. If someone has taken the initiative to give you their email address because they are interested in what your business offers, they are more likely to be welcoming and responsive to the messages you send.

Happy Marketing!

2017-08-21T13:29:44+00:00 By |Email Marketing|0 Comments

About the Author:

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Liz McBrayer is ClickDimensions' Content Marketing Manager.

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