It’s tough out there for an email marketing campaign. Social media is getting all of the love and attention, but its older brother email is the one still doing the majority of the work. Furthermore, there is a lot of misinformation and assumptions about email marketing floating around the industry. The result? Email campaigns are misunderstood, and poorly educated. Kristin Connell, Senior Manager, Marketing Operations at Delek, put together a list of “10 Ways to Suck at Email Deliverability” for the Eloqua Topliners Community. We took a look, and we agree: these are ten of the worst email marketing sins you can commit:
- Buy lists – buy lots and lots of lists – upload them ad hoc and blast, blast, blast!
- If people don’t open your emails, just put’em in a program and keep sending to them and never give up – why else would they call it automation?
- Sender score? What do you mean sender score? You’re saying someone is scoring my sending?
- Don’t bother people wanting to submit a form on your site with fine print about what you’re going to do with their email address – no one reads that stuff anyway.
- Welcome, shmelcome! Who has time to figure out what people are interested in? Just send everything to everyone and they’ll figure it out.
- Testing your email is a waste of time – seriously. Just write it up, slap some footer mumbo-jumbo on that bad boy and send it out, no big.
- Speaking of footers, if you’re asked to kill or hide the footer mumbo-jumbo, be like Nike (and just do it).
- It’s what you say that matters – don’t be boring about background images, blah, blah, blah – who cares what it looks like!
- It doesn’t matter what you say, it just has to look hot and BOOM! Everyone will open it.
- Business cards are like little permission slips – grab’em up at your event, slam that data into your system and blast away. Duh. It says you can do that on the Internet and you can never put anything that isn’t true on the Internet.
If you’re guilty of one (or more) of these email marketing blunders, you’re not alone. And even better, these are all breakable bad habits. Good email marketing takes a little extra time and effort; an email list needs to be carefully cultivated and built, not bought; template design takes strategy; email copy should be carefully targeted, and you can never test an email too much! Email testing, in fact, is a great way to see what is working in your email marketing strategy, and what can be adjusted to gain better results. Almost every element of an email is great for A/B testing; everything from subject line to button color can be evaluated, and can greatly boost (or hurt) your campaign.
Here at inSegment, we believe that email campaigns are one of the best mediums for lead conversion and recapture marketing. Our targeted email marketing programs include extensive research, targeted copywriting, email design and developments, development testing, and results tracking, to ensure that our clients get the most out of their email campaigns. And you won’t catch us committing any of these email marketing blunders!