Are you about to send an email and want to know the mistakes you should avoid when sending an email marketing? Then you’re at the right place,
Let’s be honest: nothing is flawless. We all make errors, both personally and professionally. Little negative behaviors that we fail to notice might lead to big ones.
We all know that these behaviors may be really harmful at times. That is why we must exert control over them. There are several terrible behaviors that most email marketers have that we still practice on a regular basis.
You don’t want to send out too many emails and risk annoying your subscribers, but you also want to send only a few and risk losing their interest.
So, how often should email marketing be sent? This article will discuss the best practices for email marketing frequency and how to find the right balance for your audience.
Read this article: 19 Email marketing mistakes you should avoid.
11 Mistakes To Avoid When Sending Emails
1. The first email marketing error to avoid is sending without the customer’s authorization.
Permission-based email marketing is required.
It is up to the email reader to determine whether or not to begin receiving newsletters. This is also the legal distinction between a marketer and a spammer.
If you’re new to email marketing, you should know that purchasing an email list might harm your brand. These are a few examples of what may go wrong:
- Your Internet service provider has blacklisted you (ISP).
- Your email service provider (ESP) will no longer supply you with services.
- Your email list subscribers will see you as a spammer.
ISPs constantly monitor and assess how receivers engage with your email.
Likewise, when it comes to email newsletter lists, going for number over quality is a good use of time. A huge email list is only sometimes a good thing.
One marketer I know got rid of almost 60% of his email list after cleaning up his email list. Surprisingly, his conversion rate more than doubled.
How can a reduced email list assist with conversions? Anything is possible because of permission. This is fascinating!
But, when it comes to ISPs (Internet Service Providers), they only look at the commitment between you and the consumer when choosing whether or not to allow your email to be transmitted.
ISPs will track the recipient’s level of interaction with your email. If you have a huge list but too many inactive addresses, people will believe it is a spam email list.
See also: How to build an email list
2. Send an email without previously checking it
The subject line is often the only thing marketers look at in emails. The subject line is critical, but we must consider the overall content.
Everything about your marketing should be double-checked. From lists to subject lines, advertising images to calls to action, and everything in between.
Verify to check whether the message we sent was delivered to our mailbox, if it was responsive on mobile devices, and so on.
After each test and monitoring procedure, you should adjust to fit your marketing. We understand how vital this is, yet some marketers check without returning to improve future efforts. This is a severe error that decreases the effectiveness of sending email marketing.
3. The subject line differs from the email content.
You’re probably wondering why you sometimes get emails with subject lines like “Follow up on yesterday’s call” or “Re: Next week’s meeting”… Subject lines that you are unfamiliar with are like “oh my god” oh my god, what meeting is that? “
In reality, these are just tricks to get you to open an email. Of course, this trick is very effective once or twice, but in the long run, users don’t care and put it in spam, so avoid using it when sending emails to potential customers. Instead, make sure the email subject and body are relevant and consistent so you don’t send this email.
4. Using “A Lazy Greeting.”
Avoid sending greetings that do not identify the receiver, such as “To whoever may be interesting,” This is considered a “lazy” greeting because it is not difficult to find information such as name, function, email address, etc., of a person in today’s modern information technology.
If you cannot identify the sender’s identity while sending a letter to an employer, you might leave it as “Dear Recruitment Manager” or “Dear Sales Team.”
5. Using an email template for all customers.
The most common causes for this are: we need more time to segment our customers or figure out what to do properly.
But, in reality, this is easier than ever. “Personalized Marketing” combines data points based on customer information, such as individual behaviors, preferences, customer lifecycle stages, touchpoints…etc.
The purpose is to create an experience that makes the recipient feel they are cared for, and this email is for Surname.
List segmentation is the core of Personal Marketing; it organizes comparable subscribers into categories. If you desire poor conversion rates, avoid not personalizing while sending email marketing.
While, Smaller, more focused lists will result in double-digit conversions.
6. Wrong handling of unsubscribes (Unsubscribes)
We don’t want to delete anybody from the client list and tend to remain in touch with all our pre-registrants. Let’s face it, your email may always wind up in the spam folder, or you may get complaints about keeping this data.
Mailing to consumers who have opted out will raise the expense of the marketing campaign. What proportion of customers on the list hasn’t opened in the previous 3 to 6 months? When did one of these subscribers click through or complete a purchase?
And worst of all, sending out unsubscribes damages your reputation, which impacts how many current customers see your newsletter; a portion of your audience will throw your email in the spam folder.
Remove those who have ceased receiving messages and those who have not engaged with your email in at least six months; instead, concentrate on converting and maximizing income from current subscribers.
7. Information overload
Marketers often attempt to pack content into an email, which causes the reader to get bored and depart, resulting in a missed chance to contact clients.
You can only hit your long-term sales goals with one campaign. Combine campaigns, each campaign should serve a specific marketing goal, targeting a few specific issues.
Only attempt to deliver a little information for many various reasons.
Emails with short, precise, and targeted content catch readers’ attention, and then you may persuade them to do what you want.
You may use the 80:20 rule, which means eight newsletters and two sales emails.
8. There is no email formatting.
According to EasySendy, 61.9% of all emails are opened by phone, which implies that almost half of your prospective clients may “run away” if your email format is not optimized for mobile devices.
Suppose you have to read a paragraph longer than 8 lines on your phone, not just a paragraph; it is tough for anybody to read it all, even if the material is really appealing.
According to research, more than 80% of consumers open email for the first time on a mobile device; nevertheless, it should be noted that not all smartphones can read lengthy emails.
See also: How to optimize email for mobile devices
9. Emailing late at night
Sending emails outside office hours (8 am – 5 pm) indicates poor company performance. Still, customers are also not interested in clicking on emails at that time because they need to rest after a long working day.
If you don’t have time to send an email, you may utilize the scheduling option to send emails at a predetermined time.
10. There is no signature.
Individuals, as well as businesses, require signatures to demonstrate professionalism and respect for the recipient.
By including a signature section with contact information, you avoid boring the recipient with a lengthy introduction before entering the main content.
See also: How to create a professional email signature.
11. Email marketing frequency and timeliness are variable.
It is entirely up to you to pick how many to send emails to throughout the week/month. But, be certain that everything delivered is beneficial to the consumer.
Let’s see how the professionals explain this.
- 8 pm – 9 am: Not effective to send. Incoming mail at this time is like throwing the trash.
- 9 am – 11 am: Habit every new working day is to open the mail and check inbox. At this point, your email open rate is quite high.
- 11 am – 2 pm: Time to rest, read newspapers, and surf social networks.
- 2 pm – 3 pm: Same as 9 am – 11 pm.
- 3 pm – 5 pm: The time when customers receive emails about real estate and finance.
- 5 pm – 7 pm: B2B and travel marketing emails have high open rates.
Also, email is often opened more on weekdays. Each category will have a varied time window for successful bulk emailing. You are adaptable and pick the optimum moment to send email marketing depending on the success of previously sent emails.
How To Send An Email Correctly?
Follow these procedures to send an email correctly:
Step 1: Begin with a clear subject line. Your email’s subject line should correctly and succinctly convey its content.
Step 2: Properly address the recipient. If required, use the recipient’s complete name and suitable title.
Step 3: Begin with a kind hello. Use a professional or casual welcome, depending on the circumstances of the email.
Step 4: Get to the point quickly. Make it clear in the first few words of your email what you are seeking or what information you want.
Step 5: Make your message brief and well-organized. Use brief paragraphs and bullet points when needed to make your content easier to read.
Step 6: Add any attachments that are required. Before sending the email, double-check that you have attached any relevant files or documents.
Step 7: Finish with a formal closure. Acknowledge the recipient for their time and thoughtfulness, and give any contact information or further actions that are required.
Step 8: Before sending your email, proofread it. To spot any problems, use spell-check and grammar-check tools, then read your email aloud to ensure clarity.
Following these steps will assist you in making your email clear, concise, and effective.
When Not To Send An Email
It is just as vital to know when not to send an email as to know how to send one efficiently. These are some examples of why sending an email may not be the best option:
When the message is sensitive or confidential: It is advisable to converse in person or over the phone to protect privacy and prevent misunderstandings.
When Sending Emails May Have Legal Consequences: If you are unhappy with a human resources decision, working for a publicly traded company and commenting on company performance, planning a romantic date with a coworker even though it is against company policy, or looking for work outside of your company, such as a side gig, don’t put it in an email. There are many more, but you get the point. Yeah, people frequently engage in them. But why take a chance?
When emotions are running high: It’s better to take a step back and wait until you’re calm and level-headed before sending an email if you’re feeling upset or furious. Emotions can impair judgment and lead to unneeded confrontation.
When the message is urgent: Sending an email may not be the most effective communication method if the message is urgent. Consider phoning or sending a text message instead to guarantee that the message gets received and acted upon as soon as possible.
When the message needs a long explanation: If the message requires a lengthy explanation, it may be advisable to organize a meeting or phone conversation to review the details. This may eliminate misunderstanding and keep everyone on the same page.
When the recipient is not responsive: When the receiver has a history of not replying to emails, attempting an alternate mode of contact may be preferable, such as phoning or texting. This may guarantee that the communication is received and acted upon as soon as possible.
Finally, knowing when not to send an email will help you prevent any misunderstandings and guarantee that your message is successfully received and acted upon. Before sending your next email, consider the issue and the appropriate method of communication.
Conclusion
While some of the above may seem obvious, you’d be surprised how many companies still need to do it right.
Email marketing campaigns are a matter of review and change day by day accordingly. There’s a lot to discuss, but this is a start to seeing where the most common mistakes are made.
Do you see any of your mistakes here? If so, please fix it now. A minor change may have a big impact. Good luck with your email marketing campaign.
FAQs:
What Should I Do If an Error Occurs After I Send the Email?
If you discover an error after you’ve sent the email, send a follow-up email to remedy the problem. Recognize the error and, if necessary, apologize.
How Often Should I Proofread My Email?
Before sending your email, proofread it at least twice. Employ spell-check and grammar-check programs to spot any problems, and read your email aloud to catch any faults you may have missed while reading quietly.
