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Monday, 01 June 2015 18:49

The 10 most common E-mail marketing mistakes and how to overcome them

If you are an email marketer or handle email campaigns on a regular basis then you’re sure to benefit from this post. We’ve picked the 10 most common blunders and mistakes done by email marketers.

These are small mistakes that can have a huge impact on your overall E-mail marketing strategy. After we list al of these terrible blunders we’ll tell you how you can fix them.

We have executed multiple e-mail marketing campaigns and figured out the best practices to ensure smooth and successful campaign results. So, if you are planning to send your next e-mail campaign, don’t miss the following points:

1.NOT CHECKING THE DEFAULT EMAIL SENDER NAME AND SUBJECT LINE:

Sometimes e-mail marketers forget to change the sender’s email address and “From” name, which directly affects the e-mail’s open rate. Sender name and subject lines determine the open rate. If you pick a great subject line, it’s more likely that people will open your email.

Do you check the subject line length?
Do you personalize the subject line, add a dynamic field to it?.

Mistakes occur when we do not insert the proper code or the dynamic field doesn’t work. In this case, the email can go with the wrong dynamic field or even without it.

How to fix this: You can fix these mistakes by sending a live campaign to team members to crosscheck if everything is working properly and if the subject line doesn’t look too long.

2. NON-FUNCTIONING OF DYNAMIC TAGS:

Dynamic tags are special code inserted into an email, that allow you to customize each of the many e-mails sent in one campaign. The most common is [First Name], which insert’s a contact’s first name on the greeting of the E-mails beginning.

We have to be very careful here because this is the most important element of a successful email marketing campaign. Any campaign may fail due to this simple mistake. Sometimes the software doesn't pull up the dynamic field or it may pull up a wrong field.

How to fix this: You can fix these mistakes by sending a live campaign to team members and check if the dynamic data is being properly pulled up or not.

3. AVOIDING CROSS BROWSER AND EMAIL CLIENT COMPATIBILITY CHECK:

Emails may not necessarily look the same on all email clients. If you design an email template in your own html code then it will face compatibility issues with different browsers and email clients. Statistically, 34% people check their emails in outlook and most of the time the emails don't look too good.

A major drawback is that people have to manually download images when using Outlook.

How to fix this: Browser compatibility can be fixed by using a responsive coding technique and email client issue can be solved by following the guidelines and testing emails in third party software such as Litmus or Email on Acid.

4. IGNORANCE OF CAN-SPAM ACT:

If a campaign gets marked as spam or it’s reported as abuse, you’ll be losing people from your lists pretty fast - usually through many unsubscribes.

How to fix this: You can fix this by following the CAN-SPAM act by adding your the company name in the ‘from’ field, your physical company address at the bottom of the email and an unsubscribe link. Most popular e-mail marketing software such as Mailchimp and Constant Contact already offer this.

5. AVOIDING HYPERLINKS TESTING:

You may use hyperlinks in call-to-action buttons, email ids, unsubscribe, ‘open in browser’ link. Yet, Sometime you’ll miss out on placing a hyperlink on an image or any clickable element in the body. Wrong links can take visitors to the wrong destination, leaving a bad impressing on your company, and impacting your subscribers satisfaction with your e-mail content.

How to fix this: You can fix this error by actually clicking each hyperlink and checking if it’s working properly. You should always continue to host landing pages or email links for around 4-5 months after you launched an e-mail campaign, so that even a subscriber who opens the email months later can click through to your content.

6. INCORRECT CONTACT NUMBER:

When you want to measure the performance of a campaign through the number of phone calls you’ll generate, you may be using third party numbers (toll-free or local). Yet some e-mail marketers sometimes put the wrong number in the email template and the landing page that follows a link.

How to fix this: You can fix this by manually checking the contact numbers on both your email template and your landing page.

7. NOT VERIFYING THE CALL-TO-ACTION:

A Call-to-action buttons are one of the most important elements of a successful email marketing campaign. But like anything, some people sometimes make the following mistakes:

  • Forget to add the destination link URL (landing page or website) on the call-to-action button.
  • Forget to hyperlink the contact number and/or email address.
  • Inserting a broken link on the call-to-action button.

How to fix this: Always make sure you click on your call-to-action buttons and calling the actual number using a cellphone or tablet.

8.LACK OF ATTENTION TO THE CONTACT FORM:

In an email campaign where we use contact forms on the landing page to capture leads, we might forget to add some important fields or forget to properly test them to make sure they’re working. Such mistakes happen mainly due to carelessness or deadline pressure.

How to fix this: You should always test the contact form on your live landing pages, and verify you get a confirmation e-mail in your inbox.

9.INACCURATE E-MAIL LIST SELECTION:

Sending emails to an irrelevant list can reduce open rates and conversions. Each and every step is equally important for an email campaign’s success. Before sending a campaign, every marketer must have data segregated into different lists. Lists can be categorized as per interest, product, service, response, etc.

Selecting the right list is a super very important action. If we select the wrong list we may lose the market goodwill and it will damage the company’s image and reliability. People might even decide to unsubscribe from your list.

How to fix this: Make sure you’re sending E-mails to the relevant target audience that DID choose to get your emails, don’t spam people. Make sure you select the proper filtering category for your E-mail list.

10.NOT UTILIZING THE BENEFITS OF SOCIAL MEDIA:

All email campaigns should be shared on social media, and your job as an E-mail marketer is to give your viewers easy tools to do this. There are some avid subscribers who like to share and forward content on their social profiles - make it easy for them! People often forget to add social sharing, forwarding buttons on their emails.

How to Fix This: Ask your social media team and website team members to help you fix this problem.


Need Help from an Expert? 

Let the Bloominari Marketing team handle your E-mail Marketing!

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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