Common Email Marketing Mistakes to Correct and Avoid
Despite the rise of social media marketing, email is still pervasive and going strong. As are some common mistakes we often see. Below are the biggest offenders. Are you committing any of them?
Lengthy subject lines
Lengthy subject lines are still a common email marketing mistake. Although subject line length depends on the topic and audience (see our subject line length blog post), it is possible for the subject line to be too long, with the most important words getting cut off at the end.
Weak subject lines
Which leads to another common mistake: failing to put the important words first, so they’re noticed first. I also continue to see subject lines with no call to action to encourage the recipient to open the email. (Keep in mind, these are general guidelines. Testing is the absolute best way to determine what kind of subject line to use for your audience!)
Failure to request being added to a safe sender list
Guarantee you’ll make it to the inbox by adding this snippet of text to the top of your email template. And consider asking for proper treatment if people don’t want to hear from you. I once received an email that went a step further by telling me the effect of hitting the spam button instead of unsubscribing: “Please don’t affect our deliverability by calling this email spam. Please unsubscribe instead.”
Lack of strong calls to action
Unbelievably, I still see emails lacking calls to action. Even worse, I see calls to action that are buried in the email, forcing me to dig deep to find them. Email is interactive. Use multiple calls to action and make them strong and obvious. Use text links and buttons in your emails to drive a response, and make sure your call to action appears at least once above the fold.
HTML email with no text
Another common mistake I continue to see is the image-only email. Many of today’s email clients block images by default. Your emails must be designed with image blocking in mind. If you don’t want recipients getting emails full of white space and little red X’s which are doing little to engage your recipient, make sure your message and call to action can still be seen if images are blocked. That means using some text in your email, not just images.
No welcome emails
Finally I still don’t see enough welcome emails, and those I do see fail to live up to their promise. Your welcome email or campaign can go a long way to engaging your audience, especially this new-to-you audience of the new subscriber. Make sure you use one, and make it engaging. It’s not hard. Make sure your welcome email has your brand voice, reassures the recipient that they made a smart decision to subscribe, reminds them what they can expect from you, and links back to your site. That’s it!
How are you doing on these? Are you getting some right? Are you ready to tackle the ones that need help? Go for it. Even if you only correct one of these common email marketing mistakes, you’ll be ahead of many.