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Last updated on 2024年8月20日

What are the most common email marketing mistakes and how to avoid them?

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Email marketing is a powerful tool to connect with your audience, increase conversions, and grow your brand. But it can also backfire if you make some common mistakes that annoy your subscribers, damage your reputation, or waste your resources. In this article, you'll learn about the most common email marketing mistakes and how to avoid them with some simple tips and best practices.

本文章的要点总结

Segment and tailor:

Personalizing your emails to match subscriber preferences avoids overwhelming or underwhelming your audience. Use data to segment, then craft content that resonates, balancing frequency with relevance for better engagement.
Test your subject lines:

Your email's first impression hinges on the subject line. Experiment with emojis, questions, and powerful language to hook readers. Testing variations helps you discover what captures attention and entices opens without misleading.

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1 Mistake 1: Sending too many or too few emails

One of the biggest challenges of email marketing is finding the right balance between sending too many or too few emails. If you send too many emails, you risk overwhelming your subscribers, lowering your open and click rates, and increasing your unsubscribe and spam complaints. If you send too few emails, you risk losing your subscribers' interest, trust, and loyalty, and missing out on potential sales opportunities. To avoid this mistake, you need to segment your audience based on their preferences, behavior, and stage in the customer journey, and tailor your email frequency and content accordingly. You can also use tools like A/B testing and analytics to monitor your email performance and optimize your email strategy.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Data is your friend here! A/B testing of frequency by looking at open rates, click/through rates and responses to call to action will tell you quickly if you are sending email ‘too often’ or ‘not often enough’. Do not be afraid to test your theories!

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Syed Ali Muqaddass

Email Marketing Manager | B2B Lead Gen Manager | Driving Engagement | Nurturing Leads | Expertise in Data-Driven Marketing and Automation
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These are the most common email marketing mistakes: -->Failing to segment your audience -->Lack of personalization -->Poor subject lines -->Ignoring mobile optimization -->Neglecting to test emails before sending -->Overloading with text or visuals -->Missing a clear call to action (CTA) -->Using outdated or inactive email lists -->Not complying with email regulations (e.g., GDPR, CAN-SPAM) -->Skipping email analytics and performance tracking -->Sending irrelevant or untimely content -->Poorly designed or unattractive emails -->Ignoring email deliverability and spam filters -->Failing to clean and maintain your email list!

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2 Mistake 2: Writing boring or misleading subject lines

Your subject line is the first impression your subscribers get of your email, and it can make or break your open rate. If your subject line is boring, generic, or irrelevant, your subscribers may ignore your email or delete it without opening it. If your subject line is misleading, deceptive, or spammy, your subscribers may feel cheated, angry, or distrustful, and mark your email as spam or unsubscribe from your list. To avoid this mistake, you need to write subject lines that are clear, catchy, and relevant to your email content and your audience's needs and interests. You can also use personalization, urgency, curiosity, or value propositions to entice your subscribers to open your email, but make sure you deliver on your promise and avoid false or exaggerated claims.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Your headline is your hook. No matter how god the corner is; if no one opens your email, they can’t see the content. You have to test your headlines. Add emojis, questions, power words, emotional worlds and play with length too!

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3 Mistake 3: Neglecting mobile optimization

According to Statista, more than half of all email opens in 2020 were on mobile devices, and this trend is expected to continue in the future. This means that if your emails are not optimized for mobile devices, you are losing a huge portion of your potential audience and conversions. Mobile optimization means that your emails are easy to read, navigate, and interact with on different screen sizes and devices, and that they load fast and look professional. To avoid this mistake, you need to use responsive design, short and simple copy, clear and visible calls to action, and mobile-friendly images and videos for your emails. You can also use tools like Litmus or Email on Acid to test how your emails look and perform on different devices and browsers.

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Victory Uwakwe ??

Copywriter | Expert in Email, Landing Pages, Lead Magnets, Web Copy, Ad Copy, Blogs & Sales Pages | Crafting Creative, High-Converting Content to Grow Your Business
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The mobile phone has become the other half of ourselves and most open emails are done from the phone because who wouldn’t love to relax and go through their mail box sipping and resting on a sofa, some thing that won’t be possible using a laptop. And most time seeing popping notification while using your phone can create curiosity in your audience mind. Mobile optimization is a go to savior for converting property.

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4 Mistake 4: Forgetting to personalize your emails

Personalization is not just adding your subscriber's name to your email. It's about creating relevant, engaging, and meaningful experiences for your subscribers based on their data, behavior, and preferences. Personalization can help you increase your open and click rates, boost your conversions and retention, and build trust and loyalty with your audience. To avoid this mistake, you need to collect and use data from different sources, such as sign-up forms, surveys, website analytics, email analytics, and CRM systems, to segment your audience and create personalized email campaigns. You can also use tools like dynamic content, merge tags, or artificial intelligence to customize your email content and offers based on your subscriber's profile, interests, and actions.

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5 Mistake 5: Failing to automate your emails

Automation is a key feature of email marketing that allows you to save time, resources, and effort by sending triggered or scheduled emails based on specific criteria or events. Automation can help you improve your email efficiency, effectiveness, and consistency, and deliver the right message to the right person at the right time. To avoid this mistake, you need to identify the goals and objectives of your email marketing strategy, and map out the different types of automated emails you can use to achieve them. Some examples of automated emails are welcome emails, confirmation emails, reminder emails, cart abandonment emails, re-engagement emails, and birthday emails. You can also use tools like Mailchimp, HubSpot, or ActiveCampaign to create and manage your automated email campaigns.

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6 Mistake 6: Not measuring or testing your emails

Email marketing is not a one-time or one-size-fits-all activity. It's a continuous and iterative process that requires constant monitoring, testing, and improvement. If you don't measure or test your emails, you won't know what works and what doesn't, what you can improve or change, or what your subscribers want or need. To avoid this mistake, you need to define the key performance indicators (KPIs) of your email marketing strategy, such as open rate, click rate, conversion rate, bounce rate, unsubscribe rate, and return on investment (ROI), and track them regularly using tools like Google Analytics or email marketing platforms. You can also use tools like A/B testing or multivariate testing to experiment with different elements of your emails, such as subject lines, copy, images, layout, or calls to action, and compare the results to optimize your email performance.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Allison Lane

I help women turn their knowledge into bestselling books that inspire and educate. Host - Author's Edge podcast >>>??lanelit.com/blog
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You've got to make it easy for someone to subscribe AND to unsubscribe. And for the love of pete, do NOT send emails to your unsubscribe list. That means, do not send to "All Contacts"... which includes people who have unsubscribed. It's bad pool and makes people hate you.

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What are the most common email marketing mistakes and how to avoid them?

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1 Mistake 1: Sending too many or too few emails

2 Mistake 2: Writing boring or misleading subject lines

3 Mistake 3: Neglecting mobile optimization

4 Mistake 4: Forgetting to personalize your emails

5 Mistake 5: Failing to automate your emails

6 Mistake 6: Not measuring or testing your emails

7 Here’s what else to consider

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