7 Common Email Marketing Mistakes to Avoid
Mistakes are inevitable. We all do them. Some of these errors are major, others are minor. Therefore, even an invisible omission can cause serious damage, which will affect the future of the business.
Email marketing is a management channel used by companies to grow their business. This not only helps organizations position their brand and generate leads, but it also helps in achieving great sales revenue.
Therefore, it is important for every marketer to be careful when launching an email marketing campaign. Let’s take a look at 7 email marketing mistakes that will ruin your marketing campaign right from the start.
Common Email Marketing Mistakes
Sending without testing
Confidence is the key to success, but don’t forget that we are in an ever-evolving world of software and technology. By checking messages in popular email clients such as Gmail, Hotmail, Outlook and Mozilla Thunderbird, almost any issue can be resolved in a few minutes, which affects the speed of business development.
Make sure all links work correctly, images load correctly, and there are no spelling or grammatical errors.
To get the most out of your email campaign, you need to pay close attention to how the message is displayed in different email programs. You can use the Email Analysis service to test the message display.
For the Internet advertising agency AB, testing will always give positive results when testing several variants of the same letter among the minimum number of subscribers, after which the most effective one is launched for the entire group.
Sending without the permission of the recipient
Without the permission of the recipient, anything sent by email will be spam, which is against the law. Companies today are buying email mailing lists and compiling them in an unethical way. Do not forget that spam interferes with the reputation of the brand.
Read the information about the CAN-SPAM action, which is located on the website of the Federal Trade Commission. This will help you take corrective action in the future to mitigate the damage caused by past mailing errors.
Sender and subject line
Like the previous one, this error is very common. It is important to pay attention to the "From" and "Subject" fields. This is a fact that affects whether an email is opened. If the recipient does not recognize the sender, the message is sent to Deleted Items or Spam, and the sender is blocked.
Poor use of calls to action
An email campaign is launched with a specific goal to get the reader to take a specific action, such as:
- went to the site and registered;
- purchased a product or service;
- left your review.
Regardless of the purpose, the call to action should be simple and understandable to the average person, and the landing page that links from the email provides the visitor with the necessary information.
Too much information
It’s common thinking that graphics excite readers and keep them on the site, but the fact is, those days are gone. Readers today are aware of their needs. Too many graphics can obscure the main message, which will slow down the download speed, and this will force you to close the email. It is better to stay away from this approach, it is better to be concise and precise, helping the reader to take action.
Optimization for mobile devices
The volume of mobile users today regulates the Internet sphere. Therefore, it is better to be absolutely sure that all emails look great on tablets and smartphones. In addition, they must be user-friendly. All buttons, links, calls to action should be large and clear so that the reader does not accidentally click on another link.
Blind faith in paid mailing lists
As of today, all reputable email marketing agencies won’t send email to a purchased address base because they don’t want to be accused of spamming. It’s better to be patient and focus on building a loyal audience list. You should always remember that the list of subscribers is not formed overnight, it takes time to create a really working mailing list.