The Typical Errors That Destroy Your Email Marketing Campaigns

One of the most effective tools in the outbound marketing arsenal is email marketing. The ability to directly reach the inboxes of hundreds or thousands of people and to measure and track the effectiveness of your campaign makes it a vital part of many marketing strategies. However, if you’re filled with dread at the prospect and see your bounce rates increasing, it’s a sign that something is wrong. Here, we’re going to explore what that might be.

You’re Not Growing Your Mailing List

Entropy is the great enemy in all email campaigns. Regardless of what you do, people will click on fewer of your emails over time, and some will unsubscribe. While we will discuss ways to reduce this in further tips, an important strategy to combat email entropy is to consistently bring in new subscribers and build a robust email list. There are many ways to do this, such as using pop-up emails targeting promising leads, leveraging social media, landing pages, and referral programs to collect emails from your most engaged audience members. If you’re not actively growing your mailing list, start now.

Bad and Irrelevant Subject Lines

The first impression of any marketing email is the subject line. While some businesses highlight the success of clickbait lines, promising details with a click, this success is often short-lived. You might attract some initial engagement, but those who feel deceived are more likely to unsubscribe or avoid clicking in the future. Make sure your subject lines are clear and directly convey the value of the email to the audience. Avoid using all caps, vague language, and overhyping every email as life-changing.

Not Sending a Welcome Email

First impressions matter beyond just the subject line. When subscribers first join your mailing list, a welcome email is highly effective. Welcome emails typically have high open and read rates and are an opportunity to demonstrate the value of your email campaign. Explain who you are and what content subscribers can expect in the future. This sets a positive tone and ensures your audience is primed for future emails.

Poor List Hygiene

You might dread the idea of your mailing list shrinking, but a list with high bounce rates and spam complaints is worse. This can result from a natural loss of interest, inactive accounts, or disposable email addresses. Using tools like email verification services helps maintain the hygiene of your email list. Ensure you’re predominantly sending emails to those likely to open them and remove inactive or irrelevant addresses, allowing you to better measure your campaign’s effectiveness.

Forgetting Your Mobile Readers

Although you might craft your emails at a desk, your readers are often on the go, checking emails on phones, tablets, and other mobile devices. Ensure that your emails provide the same value on mobile devices as on desktops. Use email builders with responsive design and send test copies to your mobile device to confirm that text, images, and other content look right.

Failing to Define and Segment Your Audience

To ensure your emails are effective, know who you’re sending them to and what their specific wants, needs, and pain points are. Generic, broad emails are less likely to resonate. Clearly define your target audiences and segment your mailing list based on interests, demographics, and other relevant factors. Craft emails that better fit what each segment is likely to engage with. If your readers keep receiving irrelevant emails, they are more likely to unsubscribe.

Not Defining Your Look

Although it may seem less critical compared to other points, having a high-quality and distinct aesthetic for your marketing emails is important. Ensure your emails visually align with your brand communication and fit well within the digital and email medium. If you’re not a graphic designer, use email-building tools that allow you to easily drag and drop visual elements. Incorporate quality photography and imagery to draw attention to different subjects in the email.