Are you sending or planning to send marketing emails for your business?
So you absolutely must know these 7 all too common mistakes that risk making you lose money, time and subscribers. To make your newsletter an effective conversion tool, avoid repeating them!
Find below our infographic which summarizes the essential information of this article. Click on it to see it larger!
1. Do not segment your database
For a long time, marketing strategies were bas on a simple idea: the more people you reach, the more you earn. And it was true.
Consumers are bombard with advertising messages every day and pay less and less attention to the messages, especially if they do not feel concern.
In recent years, we have been moving towards one-to-one strategies, which are much more personaliz. And this involves segmenting databases.
When emailing, remember to sort your contacts, by grouping together as much information about them as possible, in order to target your campaigns precisely.
The idea is to always send campaigns that match the expectations and profiles of your recipients.
If you don’t, you risk being declare a spammer, receiving complaints and damaging your deliverability, not to mention your brand image…
2. Not managing unsubscribes
This is probably one of the biggest mistakes in emailing and the most damaging for the sender.
From a legal point of view, you are oblig to place a link in your email allowing your recipients to unsubscribe from your database.
But the most important thing is to take these unsubscriptions into account. There are still advertisers today who do not allow their contacts to unsubscribe.
This type of practice can have many effects, very harmful to your business:
- A brand image tarnishe by word of mouth, “bad buzz” on social networks and discussions on forums
- A deterioration of your sender reputation: in fact, if your recipients report you as a spammer or complain about your actions to their email provider, your deliverability will be impact.
This means that your future campaigns will increasingly end up in your contacts’ “junk mail” boxes. - A significant loss of money: your email campaigns will lose profitability. You will pay shipping costs for nothing, lose traffic to your site and end up damaging your reputation on the web.
A mint database can help you track mint database your finances more effectively. Make budgets, arrange spending, and examine spending patterns. Reach your financial objectives by using data to inform wiser choices.
3. Use Outlook, Gmail
Some of you may recognize yourself here. We what is an email campaign and how to do it? have often seen small businesses with fairly small databases sending their email campaigns manually in batches of 100, via Outlook or another email service.
This practice should be bann. Today, there are many that are perfectly adapt to SMEs / VSEs , such as Sarbacane, to enable them to send real professional campaigns.
A service like Outlook is not able to properly route bulk emails. It does not manage NPAI or unsubscriptions, does not allow you to create aesthetic and responsive newsletters… And above all, you cannot obtain post-campaign statistical feback.
So in addition to wasting time, you will have no tracking on your shipments.
4. Sending too many or too few emails
Emailing is not just about sending bh lists a bunch of emails a week to make as much money as possible. And conversely, it’s not about sending just a few emails a year when you think about it.
This is a serious strategy to implement and the rate at which you send your emails should not be chosen at random.
If you send too many emails, you risk boring your contacts. And on the contrary, send 2 emails per year, and you will quickly be forgotten!
It’s about finding the sending rate that matches your market and the expectations of your recipients.
5. Making emails that are not “responsive design”
An email called “responsive design” is an email that will automatically adapt for reading on a mobile device. In France, around 50% of emails are now read on smartphones.
Not making it responsive means neglecting a large part of your recipients and therefore potential customers.
Then equip yourself with an emailing solution capable of automatically adapting your emails for mobile devices, such as Sarbacane or Brevo (ex Sendinblue) . Creating a campaign via an email editor integrated into the software automatically allows you to do responsive design.
In addition, the 250 free email templates offered in the Sarbacane software are perfectly responsive.
6. Do not use the pre header
The most commonly overlooked element in email marketing is the preheader. This is the line of text located just below the subject line in the inbox preview.
In the vast majority of cases, it is used for the famous “Show this email in my browser” statement (the web copy), because it takes the very first sentence of the email content.
However, it is a very useful element for triggering openings.
Use it in addition to your subject line to further encourage your recipients to open! To do this, simply write a sentence in your email to place just before the web copy.
Strategy does not use the possibilities of the pre-header, too bad.
Please note that the preheader does not appear on all inboxes, but generally speaking, it will almost always appear on mobile.
Remember to place the most impactful words at the beginning of the pre-header, because the number of characters displayed varies enormously depending on the medium!
7. Forgetting to test your email
We can’t say it enough, testing your email is not an option! And we’re not just talking about sending it to yourself and checking for spelling mistakes.
You should test your email compatibility on different inboxes to make sure that:
- The email does not go to spam
- Images are displayed correctly
- Fonts are compatible
- The whole email is balanced
Indeed, all inboxes have their own characteristics and they will not display emails in the same way, especially when a graphic effort has been made.
