Common Mistakes to Avoid When Sending an Email Campaign
If you’re implementing a marketing strategy like an email campaign for your customers or prospects, you might make some mistakes that could cost you dearly. To create a powerful and strategic email campaign, here are the main mistakes to avoid.
Poor Subject Line Writing
The first element that recipients see is your email’s subject line. The subject is the title that appears in the client or prospect’s mailbox before opening the email. A poorly written subject won’t encourage opening the email, and will significantly affect your open rate. Two criteria are essential in this writing.
A Non-Impactful Subject
First, your email subject needs to be impactful. A subject that lacks engagement and doesn’t attract potential readers is an unpersonalized title with unconvincing words.
An Unclear Subject
A title that isn’t readable and doesn’t explicitly provide information about your email’s content should be avoided. The reader should understand the subject of your email in a few words. Be concise and convincing!
Sending Emails Repeatedly and at the Wrong Times
In an email campaign, some mistakes are fatal. Among the consequences: ending up in the spam folder.
Don’t Spam Your Contacts with Emails
When launching a mailing campaign, you might be tempted to send numerous emails to clients to ensure they receive the information. However, this technique of repeated sending is not the right solution. Limit your sends to the maximum; otherwise, recipients might mark you as spam and never receive your emails in their main mailbox again.
Choose the Right Time to Send the Campaign
Keep in mind that your recipients have certain habits. Therefore, they tend to open their emails at specific times, particularly on certain days of the week. Conduct a preliminary study to understand your target’s habits regarding checking their mailbox.
Poor Management of Your Contact List
If you’re sending emails, you must have a contact list beforehand. Ensure that your contact list is of high quality to target the right people and ensure the success of your campaign.
Remove from your contact list people who haven’t opened your emails for a long time and who haven’t subscribed to your newsletter, for example.
The people to keep in your contacts at all costs are:
- those who are engaged with your brand
- those who know your company and its products
- those who have recently made a purchase
You understand, the goal is not to have the longest contact list possible!
Use a Reliable Provider for Sending Your Emails
This provider should offer a certified and reliable routing solution. This is the case with Oxemis.
Not Including a Call-to-Action
You send an email but forget to add a call-to-action? Then, what’s the point of running a campaign? This email should easily guide your recipients to your site to encourage them to take action and thus increase visits to your site.
Keep in mind that a customer or prospect appreciates being guided and provided with clear information. When the reader has opened the email and taken note of the main information, they will likely appreciate having more information or purchasing a product. Don’t assume that the recipient will go to your web page on their own. In many cases, they will only visit your site if you include a clickable link in the email body.
The call-to-action encourages the recipient to buy, learn more, pre-order, etc. Use terms like “Take advantage” or “Buy now” with a clickable link. This action button should be simple, short, and attention-grabbing.
Poor Template Choice
Managing each person’s data, as well as the subject and body of the text, is essential to convey a message.
However, when you want to share a message with internet users, don’t overlook the choice of template. The template brings together the different areas found in emails. The placement of the image, text, title, links, etc., is all indicated. You need to choose a clear template that guides the reader in their reading.
Additionally, the template also defines more aesthetic elements like colors and fonts. A poor template with unreadable colors and fonts won’t be suitable for encouraging the recipient to read.
Forgetting to Track the Results of the Email Campaign
When you’ve reached this point, you’ve sent your emails. However, the work isn’t finished if you want to succeed in your marketing campaign. You need to analyze your results to see if your campaign worked and to improve certain aspects for your future campaigns. Calculating KPIs (Key Performance Indicators) is essential. These include the open rate, bounce rate, click rate, and unsubscribe rate.
Open Rate
This is the percentage of emails opened out of all the emails sent. You’ll notice if your subject is impactful and readable based on the open rate.
Bounce Rate
This percentage corresponds to the number of undelivered emails compared to the number of emails sent. A high bounce rate can harm your deliverability. It’s an essential indicator to know if your database is still up to date. Indeed, some email addresses no longer exist, and recipients will never receive your emails.
Click Rate
The click rate indicates the number of emails where a link was clicked by your readers out of the emails sent. This way, you’ll know if readers were encouraged to take action. A good click rate indicates a quality call-to-action and template.
Unsubscribe Rate
This rate indicates the relevance of your emails. Indeed, you’ll know the percentage of unsubscribes from your newsletter following the email send. If recipients find no relevance in your email or if the sending frequency is too high, they might unsubscribe, increasing this percentage.
To Summarize
Ultimately, many elements affect the success of your marketing strategy. You must not neglect any point for successful communication. Don’t hesitate to seek assistance.
At Oxemis, our specialists are at your disposal to assist you and help you maximize your results.