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Home > Digital Marketing Blog > The Biggest Mistakes Email Marketer Makes and How To Avoid Them

The Biggest Mistakes Email Marketer Makes and How To Avoid Them

 The Biggest Mistakes Email Marketer Makes and How To Avoid Them
January 27, 2018
The Biggest Mistakes Email Marketer Makes and How To Avoid Them
Jan 27, 2018
Reshma Mandal
Reshma Mandal is a professional blogger with great passion towards writing about digital marketing, fashion, travel etc.

Email marketing campaigns play a vital role in an organization or business. They are the preferred platform and a quick way to reach the customers. In addition to it, email marketing is profitable too. And this well-known platform is not going to diminish anytime soon. Every $1 spent on an email campaign brings $45 to the company. So, it's very important to implement email marketing campaigns correctly and to achieve this you need to avoid the most common email marketing mistakes. Whatever be the mistakes-small or big- email marketing mistakes can cost you for open rates, click-throughs, and revenues. This article will let you know the top mistakes that email marketers do and how to avoid them.

The Top Email Marketing Mistakes and How to Avoid Them

1. Failure to Measure Email Inboxing

The delivery percentage of emails that hit the primary inbox is known as Inboxing. Only 79% of the emails are delivered to the primary inbox. One in five emails end up with soft bounce, hard bounce, undelivered or wither to the junk or spam folder. If you are relying on emails for your revenue, then you are in big trouble because all of your efforts are going waste. So you need to look beyond the typical campaign metrics, like sent, delivered, deliverability rate, hard bounces, and soft bounces. There are some tools, such as Marketo’s Integrated Deliverability tool 250ok, which will show the inbox placement, sender’s reputation, map analysis, and design analysis. You can improve your inboxing results quickly through 250ok. Some other measures include the introduction of bounce management campaigns to improve inboxing rates across ISPs, measure the inboxing across ISPs to help mitigate issues with specific ISPs, and analyze emails for common spam triggers whether it’s your copy, images, or HTML. 80% of the incoming emails are considered abusive. So email marketers need tools to understand when emails deliver to Inbox or the Spam folder and the reasons for the same. With the enhanced partnership between 250ok and Marketo, it’s now possible to get proactive insights to manage sender’s reputation, optimize deliverability, and to improve email-driven ROI.

The above video by Marketo explains the email deliverability by tools of 250ok and Marketo.

2. Sending Emails that are Not Mobile-friendly

Impact of not sending mobile-friendly emails

We are living in a mobile-dominated world. Everyone uses smartphones to check their emails at some point throughout the day. So it’s essential to send mobile-friendly emails. You need to adjust your email platform for resulting in templates that look good on all devices, including desktop, tablets, and mobiles. You can go with two ways- you can either opt to build a template that can identify the device and display email template version types, or you can simplify your email template so that it can go with ease with any platform or device.

3. Unclear Subject Lines

Use of clear and consistent subject line is very vital. Clean and clear subject line get more clicks than clever subject lines. A clever subject line might attract a user to open up the email but fails to follow through once they open up the email. That means they are probably not going to take the desired actions. But with a clear subject line, you can deliver the results that you want. Here are the best practices that you can follow:

  • Exact and clear statement to the recipient. Tell your recipients exactly what they will get by opening the email.
  • Start the email with the most important words that you want in the email. Such as “tips”, “tricks” etc.
  • You should focus on all the metrics like open rate, click-throughs, etc. and keep testing when you feel doubt.

4. Sending Impersonal Emails

Email subscribers want to be valued as an important client. They don’t like generic, boring, or copied emails because they know everyone else is receiving the same emails. They want personal care when receiving emails. Utilize personalization and email segmenting. Including personal details like name, age, and last purchase in the subject lines can increase open rates and clicks. So add some dynamic information to your email subject line or body to add a bit of personalization.

5. Sending Email Too Often

Sending emails too often is the most significant mistake that email marketers generally do. People prefer receiving less and informative emails instead. As per a study by Marketingsherpa, email subscribers prefer receiving an email once a week or a month. So if you are sending emails daily, you are risking yourself to lose your email subscribers and giving them the reasons to put you into the spam folder. According to a survey by Fluent in 2015, 35% of the respondents said that they unsubscribe from emails because of receiving emails too often. Below is the graph of the study by Fluent in 2015.

Graph showing the effect of sending emails too often

6. Ignoring Call-to-Action link

Ignoring call-to-action is a big mistake that email marketers do. Every email that you send is important, and it should include a call-to-action link to your landing page that continues the message within the email. Without a call-to-action link, your emails are a total waste as they don’t show what to do next. The purpose of sending emails is to let the customers do something for you, like purchasing your product or appointment or something else. So it’s always necessary to include what you want to tell the customer and to provide the link to the same.

7. Poor Email List Hygiene

Impact of email list hygiene on email

Just avoiding the spammy word from the emails is not enough to ensure that you will get into the inbox directly. Gmail buckets email list into three categories primary, social, and promotions. It's challenging to hit the primary inbox because Gmail evaluates continuously the below factors to pass your email to the primary inbox.

  • Continuously opened emails
  • Unique clicks within the email
  • Multiple clicks within email
  • Frequency of engagement overall
  • Scrolling

The key to making it through the ISPs spam folders is to keep your sender reputation pristine. Subscriber engagements like clicks and opens, positive and negative engagement signals, hard bounces, placement on a blacklist, and spam complaints are the most common factors that affect your reputation. The key role is to manage all the above factors to keep high positive engagement and low negative engagement. So check the below steps that you can include as an email marketer to get healthier and clear emails.

Running Soft Bounce Management Campaigns

Continuous soft bounce can put you at risk. Certain emails bounce over and over again which leads to a full inbox, a down server, or larger messages. You can run the following two types of campaigns to control soft bounces:

  • An Automated trigger campaign to recurring soft bounces in real time.
  • A one-time batch campaign to clean up the existing emails that have bounced in the past.

Removing Role Accounts

It's important to remove role accounts as they are not specified to a person like [email protected], [email protected] etc. Below are the reasons why you should remove role accounts.

  • The blacklist providers like Spamhaus use role accounts to catch spammers.
  • They commonly appear on websites so are susceptible to being harvested off the internet.

You can use marketing automation softwares to remove all new role account email addresses to maintain the quality of the list.

Running re-engagement campaigns

50% of the marketer’s list include inactive subscribers. Re-engagement campaigns are a cost-effective way to determine which inactive subscribers still want to hear from you and who don’t.

8. Avoid Sounding Spammy

email spam words

The emails that look like spammy not only lower your open-rates but also risk ending up in the mail domains spam boxes. And if your email stays long in a spam box there is a risk of getting blacklisted by Gmail, Yahoo or other mail subscriber domains. So here is what you can do to avoid looking like a spammer: First, adjust your send schedule, language, and email receivers to avoid looking like a spammer. The start of avoiding the spam box begins with who you send to and when you send. If a subscriber hasn’t opened even a single email that you sent in a year then, it's high time for you to stop sending emails to that person on a regular basis. The even highly-engaged subscribers don’t likely want to receive emails daily. So the sending time for email is crucial as it gives you the most open rates. You can start with thrice a week or just once a week. The final step is to avoid words like free, cheap, sale, and buy now in your subject line because subscribers open up an email by looking into the subject.

Conclusion

By avoiding these common email marketing errors, you can increase your email marketing metrics such as open rates, click through rates which results in more email based revenue and happier subscribers. You are living in customer’s age, and you need to tailor everything according to the customer’s needs to engage them with your brand. So send personalized, valuable, and qualitative emails to reach your goals. Everyone makes mistakes. Even most email marketers experts have done mistakes, but the mistake of all is ignoring the most significant mistakes and avoiding to fix them.

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