Over the years, many new forms of marketing strategies have emerged. Despite this emergence, email marketing has always remained solid and is continuing to grow. As per this Statista report, more than 281 billion emails were sent out and received each day in 2018 alone. That’s a staggering amount!
Not only that, it is projected to reach over 333 billion in 2022. This figure will likely prove that email marketing isn’t going anywhere soon. In fact, it’s rising.
With this development in mind, businesses always look for ways to improve their email marketing strategy. Indeed, they hear a lot about best practices online and what makes a great email campaign.
But what about the mistakes that can make an email particularly bad? Such errors can often lead to ineffective email results. However, they’re usually things which one can quite easily avoid.
In this post, we will explain a few of the common mistakes that businesses, marketers, bloggers, and sometimes even experts make that hampers their email conversion rates. Let’s take a look at it.
1. Promoting Excessively On Subject Line
The subject line is meant to pinpoint the email’s intent. But certain marketers take this simple, yet crucial, element for granted. I have seen a few email subject lines that are unbelievable and overhyped.
Such lines will not only mislead your customers but also disappoint them once they click through and read your actual email. Here is an example.
Subject line: The Only Tried-And-Tested Way to Generate 200% More Leads with Zero Investment!!
Email body: Here, the company asks the recipients to buy a $1,000 course where they can learn this lead generation technique.
In this example, the subject line implies that the company will share the method for free, but only when contacts click through it, they realize they’ve actually got to pay huge bucks in order to get that information.
Wouldn’t the customer feel cheated reading such emails? In fact, statistics show that 54% of customers have felt the same after opening a promotional email based on its subject line.
Image Source: Litmus-Fluent Survey
I’ve got to admit that it’s a pretty smart way to get high open rates. But as a marketer, you must also think about your customers. Try to put yourself in your contact’s shoes.
Crafting an intriguing subject line is important. But, at the same time, maintaining your contact’s trust in your brand is even more important. So, remember not to mislead your prospects with your subject lines.
2. An Email With “No Reply” Sender Address
Image Source: Mailjet
A lot of marketers commit this mistake of sending emails from admin or no-reply instead of a real email address. You might be wondering what’s wrong with it. I will tell you the reason.
Yes, there was a time where such practices did not matter. But, the case isn’t the same today. The audience’s interest has grown eventually, and they like to interact with humans now.
Your goal might be to prevent customers from flooding your email inbox with unnecessary responses. But from the user side, there are several issues associated with a no-reply address:
- You will lose out on valuable communication. In fact, no-reply is similar to forcing your potential buyer not to talk to you.
- It can result in your email being caught up in a spam filter.
- Most email service providers do not let users add no-reply addresses to their email address book.
In the worst case, it could impact your GDPR compliance. One of its rules states that customers must be able to request information about their data anytime. But by using a no-reply address, you are preventing customers from communicating with you.
And, the failure to adhere to this law could result in fines!
So, instead of this, send your message from one of your real email addresses and encourage your subscribers to reply or share their concerns about it.
3. Content Consisting Of Spelling Mistakes
This error is pretty straightforward, so we’re not going to talk about it too much. It’s known to all of us that proofreading our emails before sending them is a MUST. But we don’t do it most of the time simply because we can’t afford to waste our time.
Well, do you have any idea how your subscriber will perceive your message when they detect typos or grammatical errors in it? It instantly devalues your brand worth. Moreover, there’s no way of getting it back.
The more mistakes you make, the more they think of you as spam, which turned out to be true in many cases. Take a look at the phishing email pretending to be from Outlook.
Image Source: Quostar
If you don’t want your subscribers to block you permanently, carefully spell check every word you send out. Remember that your email campaign is a representative of you and your brand. Hence, stop being lazy.
Certain tools help you combat this issue. Make sure to use such tools to proofread all material before emailing it to the clients. A little work goes a long way when it comes to protecting your brand’s reputation!
4. Using Broken Links Or Promo Codes
It isn’t something new to come across emails with broken links or invalid promo codes. Although this sounds like a minor issue, it could cost your business a lot if not caught or rectified immediately.
That’s the reason one needs to send a test email prior to sending out any promotional content. It gives you a chance to examine all the elements in your email, including the links. So, make it a habit to test your email.
Many companies have made this mistake in the past and later have been forced to send out an embarrassing apology email. Don’t let this happen to you!
Consider this example from Reebok. They got straight to the point with a confession and a 30% discount for the inconvenience caused while redeeming the promo code.
Also, notice that they have used the word “OOPS” as their promo code to show how sorry they are!
5. Email Is Filled With Too Many Calls-To-Action
“Less is More Always” in marketing. Most marketers know about it, but still, they fall prey to using many calls-to-action in their email.
Take a look at this example from Macy’s. The subject line is all about Father’s Day gift ideas, but when you open the email, you will find the link to women’s products, handbags, kitchen items, and whatnot!
And this isn’t even the entire email. There are five other promos below this one. It feels like there’s a bit too much going on in such content.
To tell you the truth, including so many CTAs will not reap the desired outcome because of its counter-productive nature.
For instance, if you go online to buy a dress and receive 1 million results for it, how do you feel? It’s quite obvious that you are bound to feel overwhelmed, and you may even close the browser.
Similarly, if you give too many options to your subscribers, they are most likely to click on nothing. So, keep your email simple and to the point.
6. Using A Non-Segmented Email List
You should never underestimate the power of segmentation. According to a recent report by MailChimp, segmented email campaigns get 100.95 percent more clicks and 14.31 percent more opens than any non-segmented campaigns.
But certain marketers don’t focus on this area. They send emails to the wrong segment and confuse subscribers.
Shutterfly has been the victim of this issue. They sent an email to all of its subscribers, congratulating them on their newborn baby. Due to the subtle nature of this subject, the company was picked up by news and social media platforms.
Shutterfly quickly followed up on this mistake with a formal apology from its chief marketing officer, which they could have easily avoided by segmenting their subscriber’s list beforehand.
The days of batch-and-blast emails are long gone. Hence, it’s no longer effective to send your entire customer database the same offer. You must be wise enough to segment the users based on their demographics and other aspects.
For example, if a person signs up on your website for blogging tips, you should know what type of content to send out. That is, whether to share beginner tips or expert guidelines.
The more information you gather about your email recipients, the more opportunities you get to tailor the content to resonate well!
So, there you go. The mistakes mentioned above might look simple, but it can cost your business a lot when ignored. Be it your brand’s reputation, subscribers, loyal customers, or revenue, ensure that you stick to our advice while drafting your next email campaign.
Emily Johnson is a Marketing Analyst at Blue Mail Media, one of the leading Marketing Companies based in Irving, Texas. Apart from this, Emily is a chief content writer, and interested in entrepreneurship and start-ups that help organizations to grow into a new level.