My 5 Email Marketing Don’ts
There is a lot of information available on the Do’s and Don’ts when email marketing.
Email marketing is a broad subject and strategies that have worked for one company may not work for yours. The best way to find your best strategy is to do a lot of testing and find the ones that work best for you. If it works for you, keep progressing with that strategy.
Here are a few of my personal favourite Don’ts which I follow.
Don’t overlook mobile
A big mistake in email marketing is forgetting about mobile. In 2016 54% of all email opens were made on a mobile device.
If the emails you are sending out can only be viewed on laptops or desktop computers, you will be missing out on a huge audience. Emails need to be designed to look just as good on smaller screens. If they are not, you will be losing subscribers, it will also be having a negative effect on your open rates.
It is better to design a responsive email, this way you cover all screen sizes from phone to desktop monitors.
Don’t forget about content
Content is king. When creating an email campaign, a lot of time is spent on planning the campaign, building emails and segmenting lists. The meat of the email sandwich (content) can come as an afterthought. Especially when creating nurture campaigns and newsletters, the emails need to include related content and not a mish mash of different topics. Content is one of the most important pieces of your emails. Make sure that you focus on the content that you want to share in the emails.
Plan the content to fit your email campaign goals, this will be critical to the success of your campaign. If your content is an afterthought, it shows.
Don’t buy email lists
You might feel buying a list offers a quick win, in the long-term it will have an effect on your brand. Nobody wants to be known as SPAMMERS. Sending emails to a purchased list, will have a negative impact of the deliverability of your emails and the engagement rates of your campaigns.
Email marketing is most effective when you deliver a relevant and helpful message to subscribers. When using a purchased list, most of the subscribers would probably not have heard of your company. Would you buy a product from a company that has sent you unsolicited emails? These subscribers have not asked for you to communicate with them otherwise, they would already be in your subscriber list.
You might feel buying a list offers a quick win. In the long-term, it will have an effect on your brand. Nobody wants to be known as SPAMMERS.
Don’t send emails without testing
Emails being sent, need to work correctly. Subscribers will let you know if something is broken or incorrect. Before sending out the campaign to your subscribers make sure the email looks great across all different inboxes and devices, tools like Litmus show how the email will look across multiple platforms. Ensure links are correct and direct to the relevant web page. There are no typos and the information you are including is up to date. It is useful to double-check all aspects of the email.
After constructing emails for a few days it is easy to let a few things slip. Send a test email to 2 or 3 different people to make sure the email is looking great and nothing is overlooked.
SPAM is irrelevant or unsolicited messages sent over the Internet. Your email might be the greatest email on the planet that will actually save a business over £1million a year. If the email has been delivered to the inbox of an unemployed student it would be totally irrelevant to them and can quickly be marked as SPAM. It is often a lot easier to mark the email as SPAM rather than unsubscribing.
Being marked as SPAM will severely affect your email deliverability and make it harder for your emails to land in the inbox of a relevant subscriber. Always remember to segment your subscriber lists and make sure the content is relevant to them.
Bonus tip. Don’t give up
Email marketing is not easy, so don’t be disheartened when you don’t get the results you were expecting from your first campaign. The results from your first campaign should be your benchmark and work on from there. Constantly improving your content, segmenting and removing anything that is not working. Doing this should see your engagement rates rise.
A lot of email marketing is trying different methods and finding what gives you the best results.