A Nightmare on Email Street – The Worst Email Marketing Nightmares (And How to Avoid Them)
CodeCrew INC
Averaging over 1,300% ROI for our clients, our numbers show why we're a leading email marketing agency.
Broken links. Typos. Incorrect data. Are you scared yet? We’ve all been there. You create a stellar email marketing campaign (complete with killer copy and amazing product benefits) and hit send. Suddenly, a paralyzing fear washes over your entire body, and you realize something important is missing. But it’s too late – the email has gone to all your subscribers! Here are four of the most common email marketing scares - and how to ensure they don’t happen to you.
When you forget to add personalization, it creates an awkward moment between your brand and its subscribers. You never want to use the wrong name or information. So, how do you avoid the tragic “first name” flub? Simply log in to your email service provider (ESP) and set a fallback personalization tag such as “friend,” “shopper,” “subscriber,” or any tag that accurately represents your brand voice. In the future, if the subscriber’s name is unavailable, the fallback tag you listed in your ESP, such as “Hey Friend,” will show up on your email instead of “Hey {First_Name}.”
Failing to double-check hyperlinks and CTA button links can lead subscribers to the wrong product or, even more scary, send them to a 404 error page. This means potential customers will have to search for your product or offer - something they may not have the time or the patience to do. And you lose out on possible sales. Boo! How to avoid this? Make it a habit to send a test email within your organization before sharing your campaign with your subscribers. This gives you and your colleagues a chance to click on every link to ensure that all is working as it should be.
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Everyone has them. Those creepy 'ghost' subscribers who receive your emails but haven’t opened or clicked on one since Dracula was born. Unfortunately, these unengaged contacts can negatively impact your sender reputation, increase spam complaints, and affect your deliverability. The solution is first to lure them back with a winback campaign (preferably one that includes an enticing discount) or enter them into a winback flow, encouraging them to either unsubscribe or change their email preferences.
Today, over 46% of all email subscribers open their emails on their smartphones. And this number is growing every day. If you're not taking this into account when designing and coding your emails, it could display information and images incorrectly, leading your subscribers to bypass your emails altogether. If you want to ensure optimal engagement and ROI, you can’t afford not to optimize every campaign for mobile.
The Takeaway: These email marketing nightmares may seem scary but with a few simple steps, they can be easy to avoid. So be sure to tweak and optimize every single campaign to ensure some truly thrilling results. Happy Halloween!
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