5 Common Email Mistakes to Avoid

Sending commercial emails to your subscriber list is one of the best ways to communicate with your customers and network. It also is one of the least expensive ways to boost sales. The people connected to you by subscribing to your email newsletter are already interested in your product or service. Therefore, optimising these communications is a must! Here are 5 mistakes to avoid when emailing your subscriber list:

  1. Don’t Leave the Subject Line for Last: The subject line is one of the most important pieces of your email send. You should definitely review it last to make sure that your content matches the subject; however you should create your title first and base it on the overall theme and most important point of the email. Pro Tip: Build a wire frame for your emails and fill in the outline to guide you during your process. This will ensure you keep your focus and don’t miss your key points.
  2. Don’t Send Irrelevant Content: Evaluate the purpose of your email. Is the content for the company or for the recipients? Always gear your content for your readers, not for the company executives. This can be easier said than done when the boss wants to message something. Pro Tip: Keep surveying subscribers and document the findings. Keep this as proof of what content should be delivered.
  3. Don’t Expect New Design to Create and Immediate Increase: Refreshing your images, creative, and designs is important for any ongoing email campaign strategy. However, it is important to test variables to see what causes a lift rather than making too many random changes that make it impossible to track and analyse. Pro Tip: Usability testing and A/B testing can help you identify the results of specific changes.
  4. Don’t Focus Only on ROI: Email is about communication. Every conversation you have with your connections shouldn’t be about sales. Mix it up. Remember to add value to keep readers engaged. If every message is about sales, it will damage your list health. Pro Tip: Find balance in your email strategy. Measure all metrics, not just ROI, and poll your subscribers to find out what they want to know from you in your email communications.
  5. Don’t Force Email to Stand Alone: Email should not be the only way you communicate with your customers and subscribers. Your emails should send readers who click through to relevant landing pages, the company blog, or social media channels. All of your assets including in store display, website, social channels, and other advertising should coincide with and support your email messaging. Pro Tip: Connect reporting and strategizing with all departments including sales and customer service. They need to know what messages the marketing department is sending to the customers they will be talking to.

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