What not to do in email marketing

What not to do in email marketing

If you don’t use email marketing best practices, even the most creative email marketing campaign will fail. In your email marketing efforts, try not to make these mistakes:

  • Inconsistent sending
  • Sending from a non-active account
  • Avoiding good subject lines
  • Neglecting mobile users
  • The lack of care for message previews

Inconsistent sending

The value of one’s focus has increased in today’s fast-paced society. Don’t risk losing subscribers who have expressed interest in your business by signing up for your email list if you only communicate with them on an as-needed basis. Don’t let yourself drop off your customers’ radar by not keeping up with an email calendar and planning ahead for content.

Sending from a non-active account

To encourage recipients to interact with your email, make sure they can respond to it. Giving customers or prospects access to a real person when they have questions that can’t be answered through email can strengthen your relationship with them. It’s best to avoid sending messages from no-reply or unmonitored addresses like [email protected] or [email protected].

Avoiding good subject lines

You can make or break your open rate (a key marketing metric) with your subject line. Use of all caps, excessive exclamation points, and other displays of zeal could cause flagging of your email as spam. Write succinct, relevant subject lines that will entice your readers to click through to read the rest of your email. Including the recipient’s name or an emoji in the subject line can also boost open rates.

Neglecting mobile users

Don’t let your email be compatible with desktop view alone. Make sure it supports mobile devices as well. If your email is well-designed for desktop viewing but difficult to read on a mobile device, you are losing out on a lot of potential readers and business.

The lack of care for message previews

Previews are short passages of text that appear below an email’s subject line and are intended to entice the recipient to read the full message. Take advantage of the fact that this information is typically displayed alongside the subject line in most email clients.