Email Marketing Fails: Lessons Learned from Email Marketing Mistakes

Let’s be real – email marketing is like that trusty tool in your marketing toolbox. Sure, it’s been around forever, but it still works. In fact, email marketing is one of the most cost-effective strategies out there, driving an average ROI of $42 for every $1 spent. But here’s the catch: mess it up, and you’re not just looking at a wasted campaign, you’re looking at a brand reputation hit. Yep, one wrong move, and your carefully nurtured audience might hit that unsubscribe button faster than you can say “oops.”

So, what are some of the biggest blunders marketers make? Buckle up!

A. Neglecting Segmentation and Personalization

Listen, not everyone wants to know about your new line of winter coats – especially if they live in Miami. This is where segmentation and personalization come in. According to Mailchimp, segmented campaigns have a 14.31% higher open rate than non-segmented ones. Tailored content isn’t just a nice-to-have; it’s crucial for engagement. Ever received an email that felt like it was meant for someone else? Yeah, don’t be that brand.

B. Overlooking Email Design

Raise your hand if you’ve ever opened an email on your phone and immediately regretted it. We’ve all been there. If your email design isn’t mobile-friendly, you might be alienating a huge chunk of your audience. Litmus found that over 42% of people delete emails that don’t display properly on mobile devices. Don’t let bad design be the reason your emails end up in the trash.

C. Failing to Optimize Subject Lines and Preview Text

First impressions matter – and in email marketing, that means your subject line and preview text. You’ve got seconds to grab attention. The difference between a click and a swipe away could be as simple as rethinking that “Buy Now!!!” subject line. According to Campaign Monitor, personalized subject lines can increase open rates by 26%. Pro tip: A/B testing is your best friend.

D. Ignoring Email Analytics

What’s the point of sending emails if you don’t know how they’re performing? Ignoring key metrics like open rates, click-through rates, and conversion rates is like throwing spaghetti at a wall and hoping something sticks. Tools like Google Analytics and HubSpot can give you the insights you need to tweak your campaigns and drive real results.

Examples of Email Marketing Failures

Ready for some real-life facepalms? (No shade to these companies, because these ARE real scenarios that happen every day).?

Shutterfly Risked an Unsubscribe Rate Spike Due to Irrelevant Content

Shutterfly sent an email congratulating their entire database on their new baby. They even shared a “How to” create proper thank you notes. No segmentation. Spoiler alert: it didn’t go well. When you send the same message to everyone, it’s unlikely to resonate with your entire audience. In this case, the company was slammed because there were recipients dealing with pregnancy loss, infertility and a myriad of other things that made this an uncomfortable email to receive. A one-size-fits-all approach can result in low open and click-through rates – affecting your sender reputation. Or worse, like Shutterfly, you risk your unsubscribe rate spiking, and brand credibility taking a hit. Lesson learned? Know your audience before hitting “send.” There will always be a handful of people who are improperly segmented, but those should be few and far between.?

Reiss Lost Revenue from Poor Calls to Action

Is an English fashion brand known for its sophisticated simplicity. But there is a such thing as being TOO simple. They sent out a promo email with the most lackluster CTA ever – “Shop.” To top it off, it was simple white text on top of a tan blazer. In other words, barely noticeable. It was voted one of the worst email designs. A strong, clear call to action like “Shop Men’s Fashion” or “Get 20% Off” could have made all the difference.?

AirBnB’s Brand Damage from Inappropriate Email Timing

Timing is everything. Company Z sent out an email promoting their luxury goods… just after a major economic downturn. Or, imagine emailing about beach vacation getaways when a substantial number of your customers live in an area recently devastated by a Hurricane. AirBnB did just that when they sent an email advertising floating homes with the caption “Stay Above Water”, just as Hurricane Huey was engulfing the city of Houston. The result? They came off as tone-deaf and disconnected from the struggles of their audience. (Adidas has a similar tale following the bombing of the Boston Marathon). The takeaway here is to always consider the current climate when planning your email campaigns.

Learning from Email Marketing Mistakes

So how do you avoid making these same mistakes??

A. Establishing a Robust Testing Strategy

Testing isn’t just for websites; it’s crucial in email marketing, too. Try out different subject lines, test email designs, and experiment with sending times. The more you test, the better your emails will perform.?

B. Continuous Improvement through Feedback and Data Analysis

Always be learning. Whether it’s from analytics or direct feedback from customers, use that data to continually tweak and improve your email marketing strategy.

If you do make a mistake with your email campaign – own it. Send a follow-up email acknowledging the mistake, maybe even with a light-hearted tone or a special offer. Transparency goes a long way in repairing trust. “Oops” emails actually have one of the highest open rates (but don’t go sending “Oops” emails just for clicks).

By learning from the mistakes of your foremarketers, you’ll be well on your way to creating campaigns that not only get opened but drive real results. Study the good, the bad and the ugly campaigns and make sure your next email lands you conversions, not unsubscribes!