10 common mistakes in email marketing

In our latest posts In the blog, we have been talking about different actions that are important to improve our emails. However, sometimes it is more important to be clear about what not to do.

In this post, we are going to talk about the most common mistakes companies make in the world of email marketing. So, whether you're interested in improving your email marketing skills or you're starting from scratch, learning about these mistakes will help you build stronger relationships with your subscribers.

MISTAKE 1. Not segmenting our core audience.

Segmenting the audience of our mailings is one of the most important actions, according to marketing experts. In fact, it makes a lot of sense to think that we are much more likely to interact with an email when it is addressed to us. Therefore, if we analyse our customers' data and use filters (age, gender, location, etc.) within our lists, we will improve our metrics for sure.

ERROR 2. Not being regular.

It is clear that the goal of all brands that run email marketing campaigns is to constantly appear in the inbox of their customers. If we keep the constant contact with our subscribersWe will surely establish a good relationship. 

We should also take into account the number of times we appear in inboxes. This number should be consistent and we should not bombard our subscribers with mailings. because we will generate a feeling of rejection and spam.

ERROR 3. Use an old mailing list.

Growing a subscriber list is a challenge. It is therefore understandable that brands want to keep the email addresses they have had for years. According to studies by Zero Bouncean email list is degraded annually at least one 22,71%. 

However, for the proper functioning of the lists, it is essential to leaving behind all those accounts that are no longer consultedThe use of these will affect the performance of our shipments.

ERROR 4. Do not test emails.

It seems very obvious, but it is not. Often, many brands ship without first ensuring that the mail is in perfect condition. It is essential to check that all links work correctly, that all CTAs lead to the site of interest and that there are no errors in the content.either in the subject lines or in the content of the email. 

For example, if we arouse a potential customer's interest in a product and get them to click on your CTA, but it doesn't work, or leads to a product that is not the same as the one they want, we will surely be losing a potential buyer. 

ERROR 5. Do not delete invalid emails.

This error is directly linked to our inbox providers. It is imperative to eliminate all those bouncing mails and affect our campaigns, because if we do not do so, we run the risk of of being perceived as spammers. 

The way to solve this problem is simply to keeping our lists up to date periodically.

ERROR 6. Do not include CTA.

Another objective of email marketing is to encouraging action. That is to say, we will guide our users so that they can end up in the place we are interested in. Therefore, if we use CTAs that take our users to the site where they should perform the next action, we will be fulfilling one of our objectives.

ERROR 7. Do not include preview text. 

We are used to giving a lot of value and importance to subject lines. However, the preview text can also be very useful to complement itThis is a second chance for the subscriber to decide to open the email.

ERROR 8. Ignore spam complaints.

It is very important to delete all those users who have marked our mailings as spam. Surely, this one will have marked it as spam because not interested in receiving further mailings our and every time you receive a new email, your reaction is likely to be the same. Obviously, this can have negative consequences and impacts on the deliverability of our email.

ERROR 9. Not responding to our customers. 

It is very important not to make this mistake. One of the objectives of email marketing is to generating closer ties with customers. Therefore, not responding to the messages they send us is certainly contradictory. 

Receiving a response from one of our subscribers is very important for our tray provider as well, as they see them as a a sign of confidence.

ERROR 10. Producing mailings that are too long.

We are not the only mailings that our subscribers receive, therefore, we must take into account that as we send, so do other brands. In other words, our customers are looking for brevity in their emails, so we need to keep in mind that other brands do too, try to make every line of your mail importantand, above all, that it is easy and enjoyable to read. 

If we want to give more extensive or detailed information about a specific aspect, it is advisable to use CTAs that lead to a landing page where all the information is given.