Posted on 23 February 2018 by Rupert Adam
Have you ever had this wave of doubt about an email that should be sent? "Was this link correct, did I spell check preview text? What about customization – was it correct?" Mistakes happen, we are all human, some can be avoided however. Take a look at some of the most common email marketing mistakes and how to avoid them.
The majority of the time when we have these moments they turn out to be completely irrational and everything is actually perfect however, it never hurts to be slightly more cautious when sending e-mails. There is no doubt about it, email marketing creates a lot of possibilities for errors.
E-mails tend to contain several CTAs that bind to many different places, which makes it easier to mix or even break links. Before sending an e-mail, you must always preview and verify that all links are working and are related to the intended destinations. Each email marketing platform should have a test area where you can send preview versions to others at the test.
Marketers often have a set of information planned for many lists at different dates and times. It is therefore very easy to send the wrong email at the wrong time or the wrong public.
To avoid mistakes like this, you need to make sure you sit back and plan your email marketing strategy. Many marketers are working on a quarterly schedule to focus on what needs to be completed in the next three months.
Learn more about Build A Winning Email Strategy Here .
Emails are supposed to encourage recipients to visit your website to make a purchase or to obtain more information. Once they click on a link from an email, they expect to be redirected to a page relating to the content of that email. Nobody wants to read about chocolate chip brownies, click on the corresponding link to be redirected to a web page about chicken dinners at a jar. You need to make sure that you keep the content on the same topic so that users stay engaged. After all, they clicked on a CTA to get more specific information or to make a specific purchase.
To avoid dead end pages, make sure that the content of your website and e-mail matches the content of the e-mail pages and send them only to the relevant pages. Try to keep your website as up-to-date as possible so that users can access the latest information / products.
Beware of Content
There is nothing worse than receiving an email that does not concern you at all or that interests you. Why would you like to know about the latest offers of ham and bacon when you are a strict vegetarian?
To combat this nightmare, consider including segmentation and dynamic content in your emails to allow content to be adapted to its intended audience.
With personalization becoming a primary part of email marketing, we are seeing more and more mistakes made with names. This could include just forgetting to replace the placeholder or getting the wrong name of a recipient.
A recent example includes an email from Matalan with the subject line and the title m calling both Keith & # 39; – & # 39; Welcome to the Keith family & # 39 ;. Obviously, my name is not Keith, it's Rupert, so it's clearly a personalization mistake.