Before sending an email to recipients, think about how it looks. Is it informative for users? Whether users open and read the email or not? Finally, will you open the email if you receive it?
To answer YES to all of the questions, we'll walk you through the mistakes in email marketing. Making such mistakes in email marketing campaign may lead to low open rate and conversion.
1. Not using short branded links.
Some URL shorteners provide customers with the generic domain to test a service. However, the generic domain is also used by spammers, so they often compromise its reputation. Emails that contain generic domains are thought as spam and are directed to the spam folder. The non-branded links don’t show the final destination what confuses the recipients.
Branded domains are credible as users see the brand name, which sends a link. A personal domain belongs only to your company and cannot be compromised by spammers. So, your custom short domain is thoroughly approved by all the mail services.
Source: Lifewire
2. Using a misleading subject line.
A subject line of emails affects the open rate. The wow header will positively influence conversion. However, if the topic does not match the content of the emails, the subscribers will be confused, and their trust could decrease.
Such a method is considered as manipulation, and no one wants to experience it. Therefore, an email with a misleading subject line ends up in a spam folder or trash. After that, the customers will unsubscribe from the mailing and unlikely will use your service.
Source: Grammarly
3. Using an out-of-date database.
If you use the database to send emails, regularly check the list of recipients. Remove the customers who do not open your letters or have an inactive email address.
If you do not do this, the effectiveness of email marketing as a tool for promotion will decrease. You’ll get inaccurate statistical data due to the number of inactive subscribers.
Source: Microsoft Office 365
4. Sending non-regular emails.
Many companies run an email campaign on an irregular base. The result of such campaigns reflects in low engagement and open rate. If you don't launch the marketing campaign for more than three months, don't send several emails at once.
Try to use the email-marketing tool regularly. Plan your emails for three months ahead or more. Send emails on the same day and at the same time of the week. The most appropriate day and time for sending emails you'll determine due to the statistical data. Remember not to overdo. One email in a week or two will be enough.
5. Not using the “Unsubscribe” button.
If you hide or miss an unsubscribing option at the bottom of emails, add it as soon as possible. The absence of the unsubscribe button may lead to complaints of spam. Remember to remove a person from the list of the recipients if you've got the request.
Be honest with your subscribers. You know, no one wants to unsubscribe from high-quality and useful content. You may input a feedback form on the unsubscribe screen to investigate the reason of unsubscription.
Source: Hubstaff
6. Not including a CTA button.
The primary goal of CTA is to help the visitor to make a purchase, download an app, register, or subscribe. With the help of a properly composed call to action, you can influence the decision of the customers. This way, recipients will take the steps you need.
Input the CTA buttons to your email to motivate users to make an action.
Source: Wufoo
7. Not including contact details.
Including your company’s address and contact details helps to build trust with the audience. Most marketing email services allow using a footer for contact details. Email signature shows respect to the customers. Don't ignore it.
Source: I.Piming
8. Sending from “No-Reply.”
Don't use "No reply" sender. Somebody could regard it as "We want you to hear from us, but we don't want to hear from you."
An example of a positive customer experience is Zapier. The service provides emailing telling customers to respond with their questions, problems, and suggestions. That's a helpful approach towards improving the service. A return letter contains the solution to the problem or gratitude. The customer receives it from a particular person who works in a support team.
If sending emails from no-reply, users won't be able to answer it. Instead, they'll face a kind of error that the email address doesn't exist.
Source: GitHub
Wrapping Up
Analyze your email marketing strategy and if you find some mistakes, correct them. After that, track the success of emails to investigate whether the improvements increase the open rate and conversion.
The article is about:
- mistakes while creating email marketing campaign
- use short branded links
- the importance of branded links in email merketing
- email merketing services
- URL shortener short.cm
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