5 Email Blunders everyone seems to make

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Feel like your emails aren’t effective, with low opens, click throughs and response rates? Not sure what you’re doing wrong or how to fix it? Let us share our solutions to the top 5 most common marketing blunders so you can get the results you need.

 

  1. Having a boring, unclear, or misleading subject line
    Symptom – Low open rates

Your email’s subject line is the first thing that readers feast their eyes on, so you want to start with a bang. But don’t start with a bang so big it makes your subject line click bait however.  Have a catchy, interesting and personable subject line that draws people in for more. Remember, however, not to overpromise and under deliver.

Subject lines that are clear and consistent with the message in the body of an email can receive up to 541% more clicks than a subject line that is all flash***. Keeping things simple, light and easy to digest is a fail safe way to capture attention and to get your foot in the door of the reader’s mind.

 

  1. Sending image only emails and slipping through the cracks
    Symptom – Low click through rates

A mere 33% of email subscribers have images turned on by default**. Some even have their settings to receive text only emails, so if all your text and content is embedded into an image then you are in for trouble.

We’re not saying get rid of images completely, but ensure that about 50% of your email is text and the other 50% is images. Text only emails receive a 40% higher click through rate than emails with only images. **

So, what’s the solution? When using images, make sure you repeat all info into simple text so that readers have the option of either. As an added bonus, a link to the web version of the email is beneficial if something goes wrong with the version you send.

 

  1. Making the user experience unpleasant by not optimising your email across all platforms, including mobile
    Symptom – Low click through rates,
    high unsubscribe rates

43% of people check their emails on their mobile phone. If your email is not rendering correctly to their device, then you are in for a problem. Don’t test across different platforms such as Outlook and Yahoo? That’s strike number two.

This problem can be easy to fix by properly testing across all platforms and designing your email so that it opens perfectly on any device. That way no matter what platform or device the reader is using your email looks perfect and your message gets across!

 

  1. Assuming everyone is the same and sending a blanket email to all customers
    Symptom – Low click through rates, high unsubscribe rates

Do you think all your customers are the same? If your answer is no, then why send the same email to them all?

Personalisation and segmentation are key ingredients to creating a great email. People want to feel like they are talking to a real person, so a hint of personalisation whether it be in the subject line or email itself can make all the difference. Segmentation is also a great tool to use by sending relevant messages at appropriate times to people that are interested, therefore more likely to respond to a call to action.

 

  1. Promotion! Promotion! Promotion!
    Symptom – Low open and click through rates, high unsubscribe rates

Hammering readers with promotional emails that just seem like a sales pitch to sell are not as enticing as marketers think. Believe it or not, people want to build a relationship with a brand and engage with meaningful content that interests them.

Instead of sending promotion after promotion, send your readers content that would interest them such as blog posts, or white papers that are similar to products or services they have bought in the past or are similar to something they have viewed online.

 

If you have found the root of your email problem, then get started today to remedy your mistakes. If you are still unsure, email us at ask@permission.com.au or call us on 1800 737 266 for a chat.

 

References:

*http://www.superoffice.com/blog/email-open-rates/

** http://www.superoffice.com/blog/5-killer-email-marketing-mistakes-to-avoid/

https://zapier.com/learn/email-marketing/email-marketing-mistakes/

***http://www.cio.com/article/3150237/marketing/14-email-marketing-mistakes-to-avoid.html

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