Email marketing mistakes can eat a lot of your email marketing budget. Avoiding this deadly email marketing mistakes is important not only for lowering the overall mailing cost but also for maintaining high email deliverability and engagement rates.
Top Email Marketing Mistakes to Avoid at All Cost
1. Ignoring GDPR
With GDPR in place, the email marketing landscape has seen major changes. It is required by all business to show the proof that the customers have opted-in to receive emails to comply with GDPR norms. Following the double-opt-in, the method for generating email leads is a good idea regardless of where your subscribers are from.
2. Mailing with a messy email list
The success of your email campaigns depends on the quality of your email marketing list. Even if you are following double opt-in method it is important to verify your email list on a regular basis to lower your mailing costs as well as reduce the hard bounces.
3. Misleading subject lines
Subject line is often ignored, but in reality, it is one of the most important elements of your email. A subject line can make your email being opened, deleted or ignored. You must spend time on writing clickable/openable subject lines. Here are the top 5 tools to test your email subject lines for best results.
4. Not segmenting your subscribers
An email campaign will be more effective if it is targeted. One way of crafting highly targeted emails is to segment the email subscribers on the basis of their past behaviors.
To start with you can segment your email list based on the demographic information like gender and age. Moving forward you can also go for deep segmentation that is based on purchase history, interests, etc. The subscribers on your email list like to feel special, personalizing the greeting is just another starting point.
5. Providing no value
Sounding to salesy can lower your email engagement rates, email subscribers expect value from your emails to stay on your mailing list. Avoid hardcore promotional emails. To provide value through email content explore your target audience - values, interests, goals to send them a relevant and targeted content that will bring better engagements.
6. Not testing across channels
Not testing your emails across channels is one of expensive email marketing mistake that you will ever make. Almost 61% of emails are being opened on mobile and yes the number is growing at a rapid pace. You must ensure that your email will be readable and interactive across different channels like desktop, mobile, tabs, etc.
7. Making it hard to unsubscribe
When your subscriber wants to leave the unsubscription link needs to identifiable and easy to find. An unsubscribe link should directly drive people to a page where they can easily remove themselves from the mailing list. Driving people through hoops will make them really angry and eventually end-up marking your emails as spam.
Stop making the deadly email marketing mistakes and follow this email best practices to run successful email campaigns:
- Follow best practices to collect emails ex. double opt-in method
- Keep your email list clean for lowering hard bounces
- Segment your email list based on your subscriber's interest
- Send emails on right time
- Provide value through your content (E-books, free trials, free tools, and resources)
- Test your emails across channels before hitting the send button
