Email marketing mistakes – we’ve all seen them. Worse even, we’ve all made them. And today, we are taking a lighthearted look at them: the slip-ups, the missteps, and the oversights. We are in it for a chuckle – but also to learn.
Mistake #1. Ignoring Personalization
You might think that if you don’t have much information about your contacts, it’s okay to give up on personalization entirely. But this is the wrong assumption. Think about it: every day we receive generic ads, pop-ups, and emails that we don’t really want to read. This gives your emails a chance to stand out – but only if you make them personal and interesting.
Remember: personalization is hardly about simply adding a name at the top of an email. It’s much more about tailoring the content that you share to what your readers want to see in their inbox.
Consequences: Sending out generic emails will put you in the same boat as everyone else. You will see low engagement, high unsubscribe rates, and a missed opportunity to build a connection with the audience.
How to avoid:
- Segment your audience: Think of the customer data you have available and use it to your advantage. Segment your audience based on their preferences, purchase history, and interaction with your brand.
- Customize content for each segment: Next, work on creating tailored content that would resonate with each specific group. If possible, include special offers or information relevant to their interests.
- Leverage behavioral triggers: Make sure to send out emails triggered by specific customer actions: for example, if your customer browses a specific product category or drops a shopping cart.
- Acknowledge important occasions: Take time to acknowledge and celebrate important customer milestones such as birthdays, anniversaries with personalized messages or offers.
Mistake #2. Neglecting Mobile Optimization
Neglecting mobile optimization in email marketing is a significant oversight. Most people read emails on their smartphones and tablets. Moreover, they often check them on the go.
Consequences: If you don’t take the time to optimize your emails for mobile, they may appear cluttered with small fonts and images that are difficult to navigate. This can lead to a frustrating user experience. Poor mobile experience will then translate into lower engagement rates. If an email is hard to read or interact with on a mobile device, there is a high chance it will be ignored or even deleted.
How to avoid:
- Responsive design: Take the time to work on a responsive email design that adapts to different screen sizes. This will make your emails readable and navigable on different devices.
- Testing: Regularly test your emails on various devices and email clients: check if they render correctly.
- Simplified layout: Keep your content concise and to the point, as mobile users tend to have shorter attention spans.
- Concise content: Keep your content concise and to the point, as mobile users tend to have shorter attention spans.
Mistake #3. Overloading with Content
Attention spans are short. Long and cluttered emails tend to be overwhelming. When we are faced with too much information, our brain struggles to process it efficiently – and we go into cognitive overload.
People usually scan emails quickly. If crucial information is buried in lengthy paragraphs or under excessive graphics, they will probably never get to it.
Consequences: Over time, if recipients consistently find your emails lengthy and time-consuming, they might start ignoring them. This will bring you low open rates. And a consistent pattern of sending dense, cluttered emails will increase unsubscribe rates.
How to avoid:
- Concise messaging: Make your content short and get to the point quickly. Go over what you’ve written and trip any unnecessary details.
- Visual hierarchy and white space: Try to break up lengthy blocks of text in your email with headings or bullet points. Add adequate white space too, where possible. It’s important that your email is easy to scan on a smaller phone screen or on the go.
- Segmentation of information: Structure your content logically. Divide it into topical sections. This will make it easier for your readers to quickly find what is relevant to them.
- Calls to action (CTAs): Add clear and concise CTAs that are easy to find and act upon.
Learn more: How to Write a Marketing Email or Can AI Do It for You?
Mistake #4. Inconsistent Email Frequency
Do you know the best time to send marketing emails? Check out here: The Best Time to Send Marketing Emails: Insights for Higher Conversion in 2024
How often you send emails will have a direct effect on subscriber engagement.
Too many emails may overwhelm or annoy your audience. Then again, too few can make your brand less memorable or relevant. This is why it’s important to be consistent. A steady and reliable presence in your readers’ inbox will keep you and your brand top-of-mind with your audience.
Consequences: Overwhelming readers with too many emails can lead to irritation and fatigue. If your subscribers get tired, they will eventually unsubscribe – or worse, mark your emails as spam.
Infrequent emails may lead to subscribers forgetting about your brand. As a result, you may get lower engagement rates every time you do send out an email.
Erratic email sending habits can also affect your email deliverability. ISPs might flag your emails as spam if there are sudden spikes in email volume.
How to avoid:
- Conduct frequency testing: Try A/B testing to find the optimal email frequency for your brand. Your content should keep your readers engaged – but not lead to email burnout. Keep an eye on key metrics like open rates, click-through rates, and unsubscribe rates.
- Subscriber preferences: Allow subscribers to choose how often they want to hear from you. You can do this via a preference center where they can opt for daily, weekly, or monthly updates.
- Engagement-based segmentation: Check reader engagement levels. Regular readers may want to receive updates from you more often. On the other hand, those who are less engaged with your content would probably prefer fewer emails.
- Monitor and adjust: Track your email campaigns and see how they are doing. Stay on your toes and don’t be afraid to adjust your strategy.
Mistake #5. Failing to Segment the Audience
The first step to personalization is segmenting your audience. To capture and then keep reader attention, you need to group your readers based on what they have in common.
Consequences: Without segmentation, you’re likely sending the same message to a lot of different people. Pretty soon, your readers will realize that your content is generic and irrelevant to what they are interested in. So, you will soon be looking at lower open and click-through rates and a drop in conversion
If you continue this practice of sending untargeted emails, you will not only frustrate your subscribers, but also potentially harm your brand’s reputation and trustworthiness.
How to avoid:
- Define segmentation criteria: Use meaningful criteria to segment your audience: demographics (age, gender, location), psychographics (interests, lifestyles), purchase history, and engagement levels with previous emails.
- Utilize behavioral data: Look into their web browsing patterns, purchase behavior, and email interaction. This will give you valuable insights into what each group is actually interested in.
- Dynamic content: Use dynamic content in your emails. This is when certain parts of your email automatically change based on the segment of the recipient. This will take your personalization efforts to a whole new level.
- Regularly update segments: As you collect more data on your subscribers, continue to refine and adjust your audience segments. Your readers’ interests and habits can change over time — and it would be highly beneficial if your email reflected these changes.
- Test and iterate: Regularly test different messages with different segments and adapt your strategy based on the responses and engagement you receive.
Here’s a detailed guide how to apply behavioral segmentation to email marketing.
Mistake #6. Not Testing Email Campaigns
Testing is how you will see the different elements of your email campaign are performing: from subject lines to content layout. Testing is a sure way to watch and improve the key metrics of your campaign including open rates, click-through rates, and conversion rates.
Consequences: Without testing, you may miss out on discovering what works best for your audience. As a result, you may be working with a suboptimal email campaign and getting suboptimal campaign performance results.
How to avoid:
- Implement A/B testing: Regularly use A/B tests on different elements of your emails such as subject lines, email copy, calls to action, and design layouts.
- Analyze results and adapt: Carefully analyze the results of these tests, and use the insights to adapt and refine future email campaigns.
- Test different segments: Test emails with different audience segments to understand the varied preferences within your subscriber base.
- Continuous improvement: Look at email testing as an ongoing process. It’s not just a one-time event. By testing regularly, you will learn something new from each of your campaigns and build strategies for improvement.
Mistake #7. Ignoring Email Metrics and Feedback
To know how your email campaign is doing, you will need to consider metrics such as open rates, click-through rates, and conversion rates. These metrics will also help you understand how subscribers are responding to your content.
Consequences: Ignoring metrics will put you in a bad spot from where you will make uninformed decisions. You will then miss out on opportunities to improve engagement and build a strong relationship with your readers. And here’s more: your emails continue to underperform and show low metrics, your sender reputation may also suffer.
How to avoid:
- Regularly monitor key metrics: Keep a close eye on key performance indicators. Monitor your open rates, click-through rates, bounce rates, and unsubscribe rates.
- Gather and act on feedback: Do your best to encourage feedback from your subscribers. And when you receive it, make sure to act on it. You can try doing this via surveys, feedback forms, or analyzing email responses.
- Use metrics for strategy refinement: Use the insights gained from these metrics to refine your email content, frequency, segmentation, and overall strategy.
- Implement responsive changes: Be prepared to make changes to your campaigns. If your reader feedback or metrics are telling you something, it’s important to listen.
To Sum Up
Remember: the main idea behind email marketing is not to just reach your audience – it’s to connect with them. We took some time with this post to look into some of the most common mistakes that email marketers make. And now it’s up to you – use these insights as a foundation to build a better and stronger email marketing campaign.
Happy emailing!