Aug 4, 2015

26 critical mistakes should avoid as an email marketer

Email Marketing Mistakes to Avoid:

To become successful at selling products online, you will need to acquire certain skills. In Internet marketing though you also have to learn to steer clear of certain mistakes if you want to be successful.

As an email marketer - Send plain text emails. lowercase every word in the subject line. Always put the call to action as a text link and a button link.

To enhance the quality of the emails that you send out to your prospects and customers, you need to be careful on how you manage your email database. Here are 26 deadly database sins you should avoid as an email marketer - these mistakes can destroy your reputation and kill your emailmarketing campaign.

Message Preview is Overlooked: Most clients display some preview text next to or near the subject line. This bit of text is called the pre-header, and is usually limited to around 100 characters and will be pulled from the first few lines of text in your email. Email marketers often overlook the preview that's often displayed beside the subject in most email clients. This is critical to driving enough interest from recipients to open the email to read more.

Subject Line is Over hyped: The one mistake is over hyped subject lines. Writing headlines is a fine art and while the Buzz Feed style baited headlines might get more clicks, people forget about the impact on the trust of their brand. It's OK to encourage people to click but if they are constantly let down when they get into your content, it will have a long-term impact.

Email is Too Long: Keep it short and simple! Pick a goal and write a simple, short email that leaves the reader in no doubt what their next step is. It should be engaging, fun to read but most of all, it should take a few moments to grasp and act. If you’ve got a lot to get off your chest, send short emails more often.

Email Doesn't Supply a Text Link: People still like text links. Be sure to include one above the fold and one below the fold. And ALWAYS put them on a line by themselves.

Email is Only Images: Using all images as the entire email. It's typically not mobile optimized. Entire content doesn't appear if someone's settings are "images off"—and what happens if the image links break! Sometimes not clear what's clickable, and image-heavy email can be considered spam by filters. Looks like a giant ad.

Email Doesn't Use any Images: Use at least one image inside of each email. Every split test try to done shows that people are MUCH more likely to click and image as opposed to a text link.

Emails Miss Out on Power of Plain Text: Don't underestimate the power of the plain text email! Sometimes nicely designed emails for newsletters and product updates can increase conversion rates. But, for your first on boarding email, try a short, plain text note coming from a real person on your team. Ours has a 60 percent open rate!

Emails are Sent Inconsistently: Simply Not being consistent enough. Think once or twice per week is perfect, but you can't miss. Show up every week.

Email Messages Overlap One Another: Multiple emails from the same online retailer in the same day, often with contradicting offers. It’ll pay off in the long run.

The email recipients do not know your business: Email lists offered for sale are often scraped from other websites, meaning the recipients in the lists opted in to another business and not yours. This creates a relational gap with the recipients and they're very likely to label your emails as spam.

Email Address or From Name is "noreply": Using a generic email "from name" such as "admin" or "noreply". People want to interact with people, not mailboxes. When brands send emails from a "noreply" address (or an email address that never gets checked), they're really saying "we don't want to talk to you." It's an engagement opportunity that many teams miss—on one of the largest direct marketing channels out there.

Email Offers No Value to Customer: Some time people sending follow up emails that have nothing valuable for the reader. It's cliche but anytime you sign up for a service you get a generic, "Oh, go click this and do this and just PAY US NOW!"
Instead, focus on your emails being so valuable your potential customers read them, share them and are excited to use more of your product and pay you money.
Just ask yourself if your emails are valuable even if your potential customer never buys.

Email Focuses on the Product, Not the Customer: Emails should serve the customer not the product. Often times the marketing team, not the product team is in charge of the email flow and their directive is to grow. If you get myopic about that task you forget that the most solid growth comes through simple, repeatable, service that is so good it's shareable. Serving customers comes by meeting them in their email client with simple tasks and giving them more than they expect or more than they are paying for with their time.

Email is Void of Personality: The biggest email marketing mistake I see people are guilty of is not letting their own personality shine through. Just because you're selling something doesn't mean it needs to sound like "Marketing-Bot-O-Tron-3000" wrote it. People probably signed up for your list because they liked your unique voice, your point of view, the way you do things that isn't the same as everyone else. So when you've got something to do sell them, for Pete's sake, keep your personality and voice shining through.

Email Contains Too Many Calls to Action: Marketers often try to do too much in one campaign email (presumably because they don't want to have to send more than necessary in fear of unsubscribes). Trying to accomplish too much in an email is asking readers to do too much work to decipher if your email is relevant or not to them. One CTA linking to one landing page (too, with one CTA) clarifies your offer and makes it easier to convert.

Email Contains a Personalization Faux Pas: If you can't get the basics right it's not a good sign. Nothing feels less personal than seeing a personalization tag (such as %PRODUCTID%) within a received email. Already know that the vast majority of email is automated, but there is a certain level of trust that is lost when this happens. Any decent marketing platform will allow you to send test emails that utilize full personalization rendering so that you don't have to risk it.

Too Many or Too Few Emails are Sent: There are some great studies out there on ideal email frequency, including one we did internally that suggests that sending every 2 weeks is the sweet spot for subscriber engagement. Any which way you do it, you can certainly benefit from less unsubscribes and more clicks and opens if you pay attention to what email send frequency works for your subscriber lists.

Emails Keep on Coming: Most companies keep emailing the same people over and over again. Normally this isn’t a problem, but a lot of people won’t open your emails. By emailing the users that aren’t responsive, it will cause some email providers to start pushing your emails in the spam box as they are assuming you are sending junk emails based on your low open rates. In order to prevent your emails from going into the spam box, don’t keep emailing people who aren’t opening up your emails.

Duplicate email addresses: Having duplicate email addresses in your database means that the recipient will receive two separate emails containing the same message. This shows your inefficiency and negligence which harms your reputation and outbound prospecting success.

Low quality lists: Just the mere fact that an email list is up for sale means that many other people have accessed it and the email addresses have already been spammed. Any credible email list will be highly guarded by the business owner instead of being up for sale.

Bounced emails: Not all emails in your database may be successfully delivered; some of them bounce either temporarily or permanently. In either case, you need to clean your database so as to filter out the addresses that result in bounced emails. This will make your email marketing campaign more targeted and will prevent your URL from being blocked by anti-spam software.

Email List is Never Segmented: Segmenting on basics like geography or origin of sign up may help with developing the right messages and content, but should only be considered the start.
When you factor in deeper actions like purchase history, activity levels with your product/service and content downloads, then you’re able to significantly strengthen the relevancy and maximize the one-to-one relationship that email provides.
For bloggers and information marketers, segmentation is key to data-driven email.

Emails Don't Follow Customer Behavior: If you can't track behavior via an app or e-commerce store, you need to do it directly in your email marketing software. Here are a few ideas to start with:

Send new subscribers an on boarding email series. Focus on content that you know converts.

Find the people who consistently open and click your emails and send them VIP content or give them early access to new content.

Send simple (but awesome) behavioral email.

Send the Same Email to Everyone: Failure to segment your email recipients into target groups can cause your campaign to be ineffective and outdated. A study done by Marketing Sherpa revealed that segmenting your emails can significantly increase your click through rate by about 50 percent. Sending customers an one-size-fits-all email blast can result in negative reactions to the impersonal nature of the communication. Some of the ways in which you can segment your database include:

Geographical location



Poor email deliver ability: Reputable email marketing vendors prefer opt-in email lists for marketing campaigns only. This means that using a rented or purchased list can get you locked out of their email marketing software, leaving you no other choice than to use a non-reputable email service provider and get poor email deliver ability.

Emailing to role account addresses: A disorganized email database may include role account addresses such as, and Often the recipients on these addresses are not individual people but rather computers or departments.


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