Email Marketing has the advantage of being a one to one communication, that is to say, sending more customised emails directly to someone who have requested this kind of contact. However, many times companies forget to define a strategy and it’s helpful to understand the main email marketing errors we should avoid.
1 – Buying email lists
Buying email lists is the same as sending communication to people who didn’t requested, so the message will be considered spam and will be in the black list. The company will have bad reputation and the results will be bad. Ideally is to create lists built with the users’ permission.
2 – Not segmenting campaigns
There is the risk of offering products or services which are not appropriate for certain costumers. So, we must analyse each client’s need and separate them by segments. For example, if your costumers speak different languages, they must be segmented by language or even interest.
3 – Sending too many emails or not sending at all
The frequency you send newsletters determines the success of your efforts. On the one hand, sending too many newsletters makes the users getting tired and they unsubscribe. So, you must avoid being too much insistent. On the other hand, there are those cases when people subscribe and then don’t receive any communication for a long time. When they receive it, people don’t remember of having requested.
4 – Errors on images
One of the most basic email marketing errors is the incorrect use of images. We have to evaluate two situations: too many or inexistent images.
Too many images
Using images in the entire email complicates its open rate, especially because it is not optimised for mobile devices or because of the functions which block images. Moreover, sending emails with only one image is an email marketing error to avoid, once the image cannot be uploaded and text emails are lighter and don’t go to spam folder.
No images
People click in ads with an image, comparing to content containing only text. How to do this? Strike a balance: write content with text and image.
5 – Sending emails which don’t work on mobile
Most people only read emails on mobile devices. Given that, we should adequate messages to this reality. We must avoid complicated designs, using only one column, check the font size for mobile devices and, as referred, pay attention to images.
6 – Not answering to subscribers
Try to know what subscriber like or are looking for, by creating a small survey, once or twice a year. Try to know if they are enjoying content, ideas, suggestions, what they would like to see more. Survey is a good way to engage subscribers.
7 – Not offering value to the client
We must generate value to the costumer, offering a solution for what he’s looking for, something useful. This way, the person will not read the email later, will not forget it or even eliminate.
8 – Using noreply
One of the email marketing errors is the use of noreply. People will not be able to answer the email and the company send the message that doesn’t want to be contacted by subscribers. They may have doubts about products or wish support. The idea is using a personal email as sender (monitored by the company) and answer questions, creating a communication channel with clients or prospects.
9 – Devalue the pre header
The pre header is the part people see first, without scrolling, so it’s a noble area in any email. Important information stay in this area and content must be attractive enough for the reader, must call its attention; on the contrary, the reader will not read the entire message.
10 – Email signature
People like to know they are being contacted by a real person, not a machine. When the email signature includes someone’s name, the reader will pay more attention to the message.
11 – Email focused on the product instead of the client
Emails must “serve” the client, not the product. It’s important to focus on how the product may really help people.
12 – Too long subject line
Another one of the main email marketing errors is not paying attention to the subject line. It must be short and direct, interesting enough to attract the user. If it’s too long and uninteresting, the message may be ignored.
13 – Not having a strategy
Each email must be well prepared. A good strategy begins by capturing subscribers, determining goals and segmenting the audience.
14 – It includes many CTAs
Instead of using calls to action, you must focus on only one, with a link for the landing page, with more relevant information about the offer.
15 – Too promotional newsletters or not promotional at all
On the one hand, if the newsletter is too promotional, subscribers get bored e may cancel the subscription, losing a potential costumer. On the other hand, if the company never sends promotional content, people will not know you are selling products or services. Strike a balance, inserting valuable contents at the same time as promotions in the newsletter.
If you avoid or correct these email marketing errors, it’s a question of time before your goals are accomplished. You will create stronger engagement with your subscribers, clients or potential clients.