Last month, we gave you 5 Steps to Spruce up Your Email Marketing, which looked at the techniques you should consider when implementing your email marketing strategy. Now it’s time to take a glimpse at the other end of the spectrum as we share with you the 5 things you should avoid at all costs in your strategy:
NEVER BUY LISTS
There are many reasons why buying an email list is a bad idea, but the most obvious and important one is that’s it’s a complete waste of time and money. The lists sold to you are likely to be of poor quality, often with incomplete data, out-of-date information and contacts that were harvested online, i.e. people who haven’t necessarily chosen to be on the list. Secondly, those who use paid lists often run into trouble with their email service provider due to the high number of messages being sent that get marked as spam. As a result of this, the email provider can close your account, or even fine you. Also, other marketers could be using the exact same list as the one you bought, which ultimately means the response rate will be very low, and your brands reputation could take a pretty hefty knock. Long story short, just don’t buy email lists.
NEVER SEND EMAILS WITHOUT ANY TESTING
Sending an email campaign without testing whether it works, can land you into trouble. You need to determine how the design looks when it lands in someone’s inbox (especially if it was built by code). Things to consider: Do all the links included in the email work properly? Are there any spelling mistakes? Does the email open properly in different browsers and screen resolutions? Finally, ensure that the list you’re sending the campaign to is the correct one so you don’t have to follow it up with a number of apology emails.
NEVER IGNORE PREVIOUS CAMPAIGN REPORTS
Learning from your mistakes and monitoring the success and failures of previous email campaigns will only help you improve future material and increase the positive tracking metrics. Double-checking these reports will also give you insight into the most popular opening day and time of your messages, giving you a head-start for your next email campaign. You’ll also be able to see how many people are unsubscribing from each email you send, allowing you the chance to stem the flow and go back to providing relevant content that users want to read/see.
NEVER LINK TO GENERIC LANDING PAGES
Imagine achieving one of the emails main goals and getting someone to visit your website through a click on the link you’ve included, only to send them to a completely irrelevant landing page. Not only will this potentially increase the bounce rate on your website, but it could also cause you to lose a subscriber if the information they’re looking for isn’t at the click of a button. Make sure that all links included within the email are relevant to what you’re talking about.
NEVER FORGET TO INCLUDE SOCIAL MEDIA BUTTONS
This one is kind of obvious and a lot of people are already including this feature on many email marketing tools. However, one common mistake is often not making the icons big enough or displaying them in a prominent position. Why not be loud and proud about your social media platforms and place them at the beginning of the message? A/B testing would be a useful tool to utilize here, enabling you to see which one performs better for all future campaigns.
If you have any questions about email marketing for your website or brand, get in touch with us and we’ll be happy to help.