Email Marketing Mistakes To Avoid

Failing To Test Your Email Message Before You Send It

Email can be displayed differently in different browsers and email clients.

That’s why it’s important to send a few test messages and to then read those test messages using the most commonly used browsers and email clients in order to make sure that what readers see is what you intended them to see.

Failing To Use A SPAM Checker Before You Send Your Email

With so many Internet Service Providers (ISPs) and Internet users running SPAM-blocking software, it has never been more important to see how your email stacks up against the electronic gate guardians that are going to try and stop your reader from receiving it.

There are a variety of SPAM checkers available. Run a search on Google using the term “spam checking software” for a list of them.

Forgetting About The “Preview Pane”

Most people have their email clients set up so that all new email messages are displayed in a preview pain.

Depending upon their preferences, that preview pane may just display the “To”, “From” and “Subject” headers, or it may display all of those as well as the first few sentences of the body of the email.

This means that your email may get scanned for about 1 second by readers before they decide whether they are going to open the message or read it.

Knowing that, you’d better be sure that you’ve designed your email so that the really good stuff shows up in the preview pane.

Failing to Use Enough White Space

If you make your email message too long, or you try to cram too many words into a paragraph, your readers’ eyes are going to instantly glaze over and they are going to hit the delete key.

Keep your email messages short and get right to the point. Keep your paragraphs short as well.

Don’t make your text message too text heavy, either. Do you like receiving pages of text?

Probably not.

There aren’t too many people who do.

Because few enjoy reading pages of promotional copy, keep your emails short and to the point. If you want people to respond, be sure your message is sent at the right time and includes a compelling offer.

Failure To Test All Imbedded Links

What a waste of time and effort it is to send out an email campaign only to discover that the link to your web site or order page was malformed and it doesn’t work.

Test, test and then test again before you mail.

Ignoring Your Bounce Rate

If you’re sending email, you can bet some of it is bouncing. You need to be aware of not only how many messages are bouncing, but why they are bouncing.

Mail bounces for a lot of reasons, and knowing why yours is not reaching its intended audience can help you keep your mailing list clean and responsive.

Although there is supposed to be a uniform list of bounced mail reason codes, far too many ISPs have created their own versions.

Taking Down Your Landing Page Or Other E-mail-Connected Items Too Soon

It can sometimes take a few weeks for someone to get around to reading your email for any number of reasons including illness or vacation.

If you take your landing page down too soon or you delete any supporting graphics that the e-mail needs, you’ll lose sales. Don’t be in too much of a rush to end the campaign.

If the mailing you sent included a time-sensitive offer, leave the landing page up for a few weeks or more after the campaign ends.

Simply replace the content on the landing page with content stating you are sorry they missed the offer but keep checking their mail for new ones.

This will keep you from alienating or confusing your customer.

It also allows you to reinforce to your customers that your time limits are real. They’ll respond quicker next time.

Not Taking Time To Proofread

Nothing makes you look more unprofessional than sending out an e-mail that’s full of spelling and grammar mistakes.