7 Worst Failures in Email Marketing

The email channel is known for its numerous benefits. It is convenient to apply practically, offers many options, and has a great ROI of up to 4200%.

But we also have problems to overcome, and the most disappointing thing is that people ignore emails, do not take the desired action, or worst of all, unsubscribe. Why does it happen?

The web is constantly evolving. It offers many tools like modern HTML template builders, ESP services, and other digital assistants that help us at every step. But even the best tools are not enough; the secret of success remains with us.

In this post we will cover the 7 most important sins of email marketing, to help you avoid them.

1. Being Too Late

I can define this mistake as the worst mistake. It’s worse than broken links, incorrect dates, or prices. More harm than good design.

We lose a lot when the implementation of an email strategy is postponed. Beginners often focus all their attention on the topic, social media activities, SEO issues… Everything that matters, right. But ignoring email campaigns is a hard failure.

Thousands of visitors never come to your website again. In other words, they leave the first levels of the marketing funnel. While regular email addresses keep them busy and prevent unrest.

So delay here is only profitable for competitors. Don’t wait until you have gathered “enough” contacts. Start as soon as possible.

Frequency also applies. Don’t bomb people with emails; it disables you and causes you to unsubscribe. Email frequency is a single parameter depending on many factors.

2. Ignoring Client Expectations

Basic axiom: people unsubscribe when email is irrelevant. The same is true of neglected expectations. Even the best content with next generation features will not save the case.

I mentioned the frequency of the email a little above. Note that if you advertise the weekly emails but send them every day, this is an example of ignoring expectations. Be honest with the readers.

Another typical issue is an extrovert. If your subscribers are waiting for smartphone related content, send them newsletters about smartphones, not dresses or domestic turtles 🙂

But in some cases, quitting the subject may be good. It all depends on the target audience, the actual situation, and the communication style.

3. Poor division

Again, relevance is paramount. So we need to avoid generic emails. Instead, especially if your contact list is extensive enough, apply all possible parameters: age, gender, location, customer history, etc.

Where do you get the respective details? A typical solution is to use preferences update forms in emails or on the Web site. Let your clients choose the topics that interest them.

Using surveys, sign – in forms, AI – based segmentation techniques … Smart algorithms that track client behavior and then process the data for segmentation purposes are great helpers.

The better we know our subscribers, the deeper we share the contact list. Allows precisely targeted newsletters to respective items.

4. Inadequate personification

As Hubspot stats says, personalized email open rate is 26% higher, and click – through rate is 14% better. But even in addition to index data, it’s just a bad personalization today.

Clients are looking for content that matches their preferences, so marketers need to consider these expectations. Segmentation and dynamic range are essential here, but not just the techniques.

Everything is much more sophisticated here, as well as personalized materials and content. Another solution is to generate recommendations that include previously browsing the products.

AI-powered automation comes in handy. Machines will upgrade the classic personalization to the next level called hyperpersonalization.

5. Undertake Mobile Phone Friendliness

Sending irresponsible emails today is unacceptable. With so many people opening emails on multiple devices, this is a huge failure.

The modern world is full of widgets and gadgets. Email has been opened on smartphones more often than on PCs and notebooks in recent years. Up to 70% of readers will read messages on mobile phones very soon. Unsurprisingly, mobility has taken precedence over responsibility.

As for layout and design, there are no problems: modern template editors have an automated responsibility. But the first mobile version not only means layout / design adjustment for mobile phones, full – width buttons, or larger fonts. We also need to work with content. Do not overwrite text remember that email recipients read the inbox as you run.

Imagine reading emails in the cafe or cabin. And ask yourself: is everything convenient? Would you do the required measure on the run?

6. Non-Professional Approach

People are quite skeptical about new brands. We must do our best to attract them. So everything has to be done professionally.

The best solution: become a perfectionist. If newsletters look amateurish, they are likely to succeed.

If you are an amateur, you will destroy your brand identity and reduce customer confidence. Pay close attention to design, adhere to your corporate style, analyze every detail in the context of the overall compromise.

7. Tests and Improvements Looking at Testing

Testing is crucial. Before sending an email campaign, check it via Litmus or Email Acid to make sure that message looks exactly as intended. These tools allow you to test email rendering with +90 combinations of email clients, devices, and OS.

Knowledge is power. Always try to test your marketing strategies. Are you satisfied with your actual performance? Run A / B tests and focus on the most notable strengths and failures.


Of course, threats are not limited to these seven failures. Last piece of advice: never ignore trends.

Accessibility? Don’t forget about clients with special needs. Get a whitelist and incorporate these technologies into your campaigns.

And always strive for perfection. With this doctrine, you will win!

Image featured by Pexels.

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By LocalBizWebsiteDesign

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