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27th August 2019

5 MORE Email Marketing Mistakes Your Business Needs To Avoid (Part 2)

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Let’s continue our journey to the land of email marketing mistakes. We’ve helped you dodge a multitude of common goofs, from spelling errors to unsolicited emails. Now, keep your fingers away from that send button until we get to the end of this next lot:

1. Long-winded subject lines

If you want to make a good first impression with your customers, writing a creative and eye-catching subject line is a great place to start. 

Nearly 35 per cent of consumers say the subject line is what compels them to open an email, so think carefully about what you want to say. The important thing to remember is that your subject line is a snippet of your story, not the whole narrative. It should be snappy but relevant; punchy, but pithy enough to get your point across. 

Your subject line should leave your customers wanting more. Yet, if it’s too long-winded or even boring, they may end up wanting less. 

2. Too many emails in a short space of time

Sending more emails means more people will be reading them, right? Not necessarily. In fact, the more emails you send, the more likely they are to end up in someone’s bin. 

59% of marketers say email is their most effective channel in terms of revenue, and many feel the need to strangle the golden goose by pushing the volume of emails that they send out. However, even if your emails boast great copy, images and a killer subject line, there are dangers to getting too much of a good thing. 

Create a dialogue with your customers by scheduling your emails for the same time every week. Sending 3 emails at specific times of the day will prove more effective than 40 sporadic emails every hour. 

3. DoNotReply addresses

The argument against the DoNotReply address is more than an emotional one. Yes, it comes across as flat out uncaring, but it could also have a negative impact on your email open rates.

At the end of the day, your email campaigns are doing more than selling. While your emails are promoting your company, they’re also creating a relationship between you and the customer. It is the risk of auto replies and even negative responses that drive marketers to adopt DoNotReply addresses, but in doing so, fail to encourage the positive ones.

Connecting your emails to a live inbox jumpstarts conversations and could lead to useful, relevant messages concerning opening hours, promotional offers and even updated contact details. 

4. Mobile ‘un’-friendly

Whether we have just woken up or on the daily commute, the majority of smartphone users will read an email for the first time on their mobile device

With this in mind, businesses who do not ensure their blogs, emails and websites are mobile-friendly are alienating a huge portion of their customer base. If you want to prevent high unsubscribe rates you need to ensure all the images within your emails fit appropriately on mobile devices, that all the links work and generally ensuring that it’s a positive user experience for anyone on any device. 

If you want your customers to get the most out of your site, try a responsive design that will work across a variety of different screens and devices. Ask our marketing experts to find out more

5. Talk like a robot

With all your email campaigns you need to figure out how to generate an emotional response. The easiest way to do this is through the language you use in your copy. 

Don’t make it all about the money. Write as if you’re emailing a good friend, and avoid formulaic templates crammed with promotional offers and sales jargon. These are not only robotic, they’re boring as heck. 

Every single one of your emails should express what your business and your product can do for the customer - not the other way round. 

Every time you get a new subscriber that person has given you a hard-earned vote of confidence. Don’t repay them with an endless slew of low-quality emails. Think carefully about what you want to communicate through every single email and how that single email will help your customers get to know you, like you and trust you.  

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