5 email marketing mistakes to avoid
The discretionary rule book for email marketing is vast, with several rights and wrongs – and, of course, many gray areas – that make up successful email campaigns. There are a lot of details to regulate at all times to ensure profitable success of email marketing campaigns. Over time, email marketers are likely to find a select few wrongs that can be detrimental to the success of automated email programs, and you very well could be guilty of one of these faux-pas actions. Whether you are just starting a program or have many emails currently running, it is never too late to improve performance or instill new best practices to build successful email campaigns.
Take a look at the most common email marketing mistakes and learn how to avoid depreciated results and continue to maximize reach, consumer experience and ROI.
Mistake #1
Unreliable email lists
The best-kept secret to successful email campaigns is clean data. It is the very first step to building a successful email marketing program. Ensure that all customer information is up to date and valid. Invalid email addresses will tarnish email reputation. And purchasing email lists from an unreliable source can set up the sender domain for future failures.
Mistake #2
Ignoring sender reputation
If for any reason an email provider believes you are sending spam, it will reject your email. The last thing you want as a marketer is to see your email campaign blocked and your sender name on a blacklist. That is why it is essential to monitor your sender reputation score to ensure successful deliverability. Plus, if there comes a time when an email provider blocks you inadvertently, then you can quickly resolve the issue.
Mistake #3
Under utilizing consumer behaviors and data
According to the Jacobs & Clevenger 2013 Marketing Trends Study, two out of three consumers prefer personalized communications. If data is obtainable, then it is likely in your best interest to apply personalization to emails. Segmentation is another method to increase email performance and customer relevancy. Messages can be targeted using consumer behavioral data from consumer transactional history – for example, last purchase date. In addition, emails can be targeted to consumers from their previous email behavior activity – for example, a campaign can be triggered to consumers who viewed a specific email or clicked a certain link. Personalization and segmentation can greatly drive results of a campaign. To learn more about how personalization and segmentation tactics can drive successful email campaigns, download the J&C email marketingebook.
Mistake #4
Not considering mobile users
Adobe reports that 79% of smartphone owners use their device for reading email, a higher percentage than those who use it for making calls.1 Furthermore, 74% of mobile users rely on their mobile devices to check email.2 This number is likely to continue to grow, demonstrating the evolving need for mobile-optimized emails. Ignoring the fact that there are many consumers attempting to read your communications on their mobile devices can be hurtful to email campaign results and consumer sentiment toward the company. Simple step-by-step instructions and easy-to-click buttons and links will optimize the consumer mobile experience and improve campaign performance. Access the ebook to find mobile best practices that will ensure consumer satisfaction and enhance campaign results.
Mistake #5
Not testing
Essentially, not testing is leaving dollars on the table. Testing is the biggest opportunity to find out what customers want to see. A simple test can be assessing subject lines, which can greatly improve ROI. The more subscribers you empower to open your emails, the more potential for clicks and conversions. Download the Four Modern Keys to Successful Email Marketing ebook to learn more about testing email campaigns. It is a big accomplishment to get email programs automated as a well-oiled machine. But once a program is smoothly running, it is inevitable for it to have less focus and attention. Email is a core element to integrated marketing communications and should be tested and optimized like any other channel.
It is never too late to instill email best practices that can improve performance and further meet customer expectations. Consumers are receiving a lot of email, and in order to stay competitive, an email campaign must be monitored, enhanced and tested to maintain its success. To learn more about methods for successful email marketing, download the ebook. Over 75 pages we cover each of the four keys in greater detail and explore examples and tips of essential email optimization tactics.
At Jacobs & Clevenger, we send almost 10 million emails each year for our clients. That’s why we’re such strong advocates of testing and applying proven methods. To learn more about our email capabilities, visit our web page on email marketing.
1. Adobe 2013 Digital Publishing Report: Retail Apps & Buying Habits
2. Google Think Insights