Companies around the world have gravitated towards mass email campaigns as an effective way to sell their products. Bulk emailing, done properly, can reach prospects in a way that more indirect sources of marketing aren’t able to do at a fraction of the cost of traditional marketing approaches. Given this compelling value proposition, it’s no wonder the practice has grown in popularity. However, this popularity has led to a backlash when it comes to unwanted bulk email, also known as spam. Below you will find a list of some of the most common mistakes you should avoid making when it comes to conducting a bulk email campaign, including sending out emails that may get you classified as a spammer.
1) Send out spam. The 2003 CAN SPAM act specifies that bulk emails must have an unsubscribe link. Sending out emails without such a link runs the risk of getting you classified as a spammer and being restricted from conducting future bulk email campaigns.
2) Choose a bland subject line. Various studies have shown that the subject line of your email can play a big role in determining whether prospects will open the email or not. Make sure your subject lines are compelling enough to entice your prospects into opening the email. While the subject line should not make false claims, it should be bold and declarative, with enough power to catch the interest of those who read it.
3) Leave out a call to action. While your email should be punchy enough to motivate your prospects to read it, without the ability to take the next step and purchase or ask for more information on your products the process becomes an exercise in futility. Position your call to action in such a way that a prospect has no trouble finding it, and add a sense of urgency by giving it a catchy title such as, for example, “get yours today,” “click here now,” or “act now while supplies last.”
4) Include text that is uninspiring. While a punchy subject line may get prospects to open your email, if the body of the email fails to excite their interest, they are unlikely to take the next step and answer your call to action. Make sure your text clearly sets forth your value proposition in language that speaks to your prospects with authority and passion. If your text is flat, or excessively passive, your conversion rate is likely to suffer accordingly.