To get the right feedback, it is necessary to make your email marketing flawless. There are a number of common pitfalls that every email marketer is bound to fall into at one point or another.
Here are the mistakes people make when sending mass emails and how you can avoid them.
Forgetting to BCC recipients
Putting your email recipients’ addresses in the to field instead of blind copying them is one of the biggest mistakes you can make when sending a mass email because you have just revealed hundreds or thousands of people’s email addresses, potentially exposing them to all kinds of follow-up spam. The other marketers may add them to their own email lists without permission, and if one recipient accidentally hits reply all, everyone on the thread will be bombarded with unwanted correspondence.
Messing up merge fields
Receiving a marketing email personalized with our names helps to make us feel like valued customers but when personalization goes wrong, the impression you are left with can be worse than if the email simply had a generic greeting. The smallest typo or case sensitivity issue is all it takes to mess up substitution tags. To avoid this mishap, send a live test to a real listto make sure the tags are populating correctly.
Failing to proofread
Small spelling mistakes and grammatical errors are incredibly common in marketing emails and while the odd typo is forgivable, they can create an unprofessional image for your company. Failing to properly proofread is a real risk when the email author is also the editor. Our eyes trick us and you do not see mistakes because of that, always have at least one other person look over your email before you send it.
Failing to check subject line
Subject lines often get overlooked in proofreading but they never get overlooked by your customers. Sending a test email, even just to yourself, is an easy way to spot this one. The gaff might go unnoticed when working in your ESP’s campaign builder, but the subject line is much easier to proofread once in your inbox. When you create segments in your ESP, be sure to clearly label them so there can be no ambiguity. For example, for subscribers to your event mailing list you could have segments such as loyal customers, one time attendees, yet to attend, or students so that you can tailor your message to suit each group. You can choose the recipient segment when you set up a new email campaign, but double check it in your ESP’s dashboard before you hit send.
Sending incorrect segment
Segmenting your audience is a great way to personalize your campaigns and improve your response rate but it does mean you need to be extra careful when selecting the right list to send to. After all, you would not want to send an email to childless singles congratulating them on the birth of their new baby. There were red faces all around when photo-printing site Shutterfly did just that.
Sending test email
Creating a test email to double check your template is a good idea, but sending it out to your entire subscriber base is not such good practice. In order to avoid this mistake in the first place, take extra care to select your ESP’s send test email facility. This will give you the option to either enter email addresses, or select other users on the account to receive the test.
Email are part and parcel of our life and we need to know the right ways to draft them in order to get results. You might think you spend the majority of your time at work sitting in meetings or talking on the phone, but you could be wrong. In fact, a significant portion of your work week could be spent writing, ready, and responding to emails.
Here are some pointers that every emailer must follow.
Descriptive subject line
Your subject line should outline the reason for your email so the recipient is compelled to open and answer it. It should also be clear and succinct as after all, if your subject line is clear, your email will likely be, too. Try avoiding full sentences and only putting the meatiest part of your reason for emailing in the subject line.
To the point
In the opening lines of your email, you might be tempted to enumerate on your credentials or your organization, but you can do that later. Instead, the opening line of your email should immediately get to the point so the recipient immediately understands what is being asked of them.
Resist the urge to use industry jargon or flowery language and stick to the basics. Make your sentences clear, straightforward, and short, if a sentence requires more than one comma, consider breaking it into two sentences. The easier your email is to understand, the easier it will be for the recipient to quickly respond.
There are a few ways you can use numbers and statistics in your email that will make it easier to attract and keep the recipient’s attention. Numbered list probably drew the eye of the readers more than writing that out in paragraph format would have. Formatting helps too, more on that later.
Keep it short
Researchers analyzed over five years of emails, and they found that shorter emails resulted in faster response times. That is helpful when you consider that reading and responding to emails can eat up so many hours in your week. Shorter emails help you and the recipient spend less time writing and replying to emails, which makes everyone more productive.
Add bullet points
Whenever possible, use bullet points or a numbered list to organize your email structure. Bullets do not require full sentences, so you can use fewer words to get the same message across. They help break up the formatting of an email to maintain the reader’s attention. Bulleted or numbered lists help clearly outline steps in a process that need to be taken, which is useful for email documenting meetings or initiatives.
Some emails have clear asks, and some emails do not. Either way, make sure to clearly state what exactly you need from the recipient of your email to make it easier for them to reply. Whether you need them to edit a blog post, attend a meeting, or you do not need any specific action from them at that time, make sure that is the last line of your email. The final line of your email will likely be most memorable, so if the recipient does not reply right away, they will be able to easily remember what they need to do next.