Sending an email campaign? Here’s what NOT to do.
If you are reading this column, you are probably a marketer receiving tones of emails in your inbox every day. You are a biased subscriber of course, and your opinion is subjective enough to delete most of them at the end of the day, but as a reader yourself, have you thought about those things that really bother you about emails?
Of course you have, that’s why you try to avoid them so you can keep your subscribers happy. (Read More)
Take a look at some things you can easily avoid before you click “send”.
1. Misleading subject lines
Does your subject line connect to your content? Does it reflect the body of your email? It’s like a promise given to a child; make sure you deliver what you promised for, orelse you will not be easily forgiven. You could try using some symbols on your subject lines that will boost your open rates. In any case, try to be short and precise in your subject line.
2. Absence of a clear Call-to-Action
Always remember that, as a receiver yourself, you wonder “what’s in it for me”. So, try to have a clear Call-to-Action, that shows your target audience what they have to gain from your e-mail, meaning why they received it in the first place. Isn’t it frustrating to receive an email that promotes some nice products, but doesn’t allow you to click on a link of a specific product, and leads you to the general website? Or think of a totally informative newsletter, your monthly enterprise news for example, which has no Call-to-Action at all. Most probably it will quickly end-up in the trash folder. Try to engage your subscribers with your website and your brand, try to give them a reason to like your page, to sign up for a contest, to join an event, to sign up to receive news for another product line, and use cross-selling practices to do that.
3. “Heavy” Content
Time and tolerance are two words bond together. If your email is loading slowly due to high image resolution etc, your readers will show little leniency, and next time they will push the “next” button on the right of their page to move to the next email in their inbox. Take the size of your newsletter seriously, if you can’t afford losing subscribers.
4. Irrelevant Content
Do the best you can to provide your subscribers with content relevant to their expectations and their previous behaviour. Many ESPs provide tools to help you set your behavioural email strategy. In Moosend, you can use our powerful List Segmentation tool to target your subscribers by various factors that have to do with their profile and their activity on the newsletter itself. You can track male subscribers that live in a specific city and have clicked on specific links which you can set by their URL. You can track those that in the past three months have opened your newsletters more than 5 times for instance, and you can track those under all those conditions, or under multiple other conditions. When you have such a tool, you can work with your marketing team to determine the type of content that would be suitable for each group of subscribers, for relevant and targeted emails.
5. Incorrect links
Make sure you check every email before you click “Send”. Some of the most common mistakes concern links that connect you to a wrong product, or lead to the general website. Incorrect links create frustration, when all you want to create for your visitors is “an experience”. If you are an online business, a wrong link will cost you money.
6. A hidden unsubscribe link
It’s like hunting a hidden treasure. We know it is tempting, but you shouldn’t make it difficult for a subscriber to find your unsubscribe link in your message, because you wouldn’t want that subscriber in your mailing list in the first place. Better targeting your audience would have more value and end up in better conversion rates, than wasting your time – and credits – for uninterested subscribers.
7. Unreasonably high frequency
Choosing how often you should send a newsletter is a tough undertaking. We’ve often mentioned our opinion about e-mail frequency. We understand that it is very tempting to send a newsletter every day, even more in cases that it is covered by an unlimited monthly plan, like you have in Moosend. But does it add anything in your subscribers’ lives? Orelse, if you keep bothering them too often, with irrelevant content and no segmentation strategy, you will end up with high unsubscribe rates and low CTR.
To sum up, try to keep a clear call-to-action in your newsletter, be careful with what you send and who you send it to, try to be precise in what you promise, and hopefully your subscribers will reward your great job!