Email is one of the most basic things that people do on the Internet. So creating email marketing campaigns should be pretty trivial, right? Wrong!
It’s amazing how many emails I get every day, including from large companies with basic email marketing mistakes.
We’ve listed the most common mistakes so your company can avoid them. See below:
Only send images as content
The problem of sending images as content is that most e-mail services currently use image blocking.
Requiring a step closer to viewing the message (clicking on the authorization to display image) before even people know what the content will not help at all in the conversion.
The solution is to use an HTML code and only the necessary images (always using the alt attribute, which functions as a caption when the image is not displayed).
Do not choose the subject of the message and the sender correctly
There are those who say that the same time it takes to produce a text must be spent in the preparation of the title. With the excess of information to which we have been subjected, this tends to worsen more and more.
Every day we have a multitude of posts, tweets and emails to read and we need to do some kind of filtering. Usually the titles (in the case of emails, the subjects) that serve as the basis for this selection. If the subject is not attractive, even if the content is of extreme quality, we will hardly get there.
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It is also worth noting the use of the name of the sender of the message. Many companies use only “marketing”, “no-respond” and other types of names that do not add up at all. If the person receiving it already has confidence in your company, displaying the company name can make the message more attractive.
Choose irrelevant content
Our last email marketing had an opening rate of more than 40% and among those who opened, more than 56% clicked on the link that we disclosed. That’s a number considerably above the industry average. The reason for us is clear: content!
We use email to promote our latest free eBook: Web Analytics in practice. It is a subject of interest to our audience and the content is dense and free. We always have the concern of being useful to subscribers.
The subscriber base can be an asset of great importance to your company, as long as well worked. Email offers deeper contact than social media and can be very helpful in building the relationship. So avoid constant self-promotion and think about being relevant to the recipient.
In ecommerce cases, this relevance may be extremely personalized offerings based on reader behavior (eg Amazon). For B2B companies, eBooks, articles, case studies and lectures are usually good requests.
Send the same email to the entire contact base
A very common mistake in email marketing campaigns is sending emails to the entire contact base without any type of targeting. It seems to be a simple mistake, but it greatly undermines the effectiveness of the campaigns.
This is mainly because the Leads are not interested in the same things or are not in the same moment of purchase. That is, only a more general content cannot be interesting and useful for the whole base.
To be able to perform better in campaigns, it’s best to send targeted emails. This means that if Lead has already shown more interest in a product or subject type, it receives an email that is closely related to that.
Sending the right email to the right person at the right time is much more efficient than just a generic email for the whole base. We speak more deeply about this in the post Why Marketing Automation flows have performance (much!) Better than email marketing campaigns.
Do not build a base with opt-in (spamming)
This item has already been exhaustively commented by several vehicles in the last years and the feeling is that there has been an overall improvement. However, there is still a lot of abuse and even a bit of “stupidity”.
Spamming is not only ineffective, it is also illegal. Also, if many people bookmark your email as SPAM, it becomes increasingly difficult to reach the same inbox as the people who want to receive your message.
To complement, in times of social media, displeasing people who receive email can bring much more harm to the brand than benefit from the action.
That is, email marketing is still very important and should be used, but it is imperative that you use an opt-in built-in base and that the recipient has the option to unsubscribe at any time.