I can remember starting out in email marketing. My first few campaigns were complete garbage. This was in the early days of email, mind you, but I was still under the impression that my emails needed to sound like form letters and that fancy images were very important. I learned quickly with the help of a strong bulk email application and good coworkers, but it took time. If you’re in the middle of a campaign or are just starting out, chances are you’re making a few of the same mistakes. Here are 5 common ones and how to avoid them…
1. Poor editing – It’s unfortunate that I even have to mention this one, but you’d be surprised how often I come across unedited emails send from a high volume email client. I think the problem stems from our constant use of text messaging and social media like facebook and twitter that allow nearly stream-of-consciousness prose. Email is still more like a letter, however, and should be edited and structured as such.
2. Sounding like a spammer – Certain words, like “free” and “revolutionary” are spammy words that can land you in the spam folder and sound unnatural to your recipients. Avoid these are all costs.
3. No permission – Always get permission before sending bulk emails. This will keep you out of the spam folder and help you better track your recipients.
4. All sales pitches – Focus on usefulness, not sales. Sales and a call to action are the end goals, sure, but providing value in every email should be your top priority. Only then will you acquire a reputation for strong content.
5. You don’t test – What good is tracking your emails if you don’t set up natural experiments to test their effectiveness? Always look to improve, and testing your performance is the best way to do this.