DON'T make these mistakes in your email marketing strategy (part 2)
A week ago we saw 4 of the 8 mistakes to avoid making in email marketing so as not to sabotage the campaigns we send and the results obtained. Today we bring you the 4 remaining mistakes. Take note!
5. Using illegal databases
It is essential to have obtained the explicit consent of the user in order to send them commercial communications, otherwise, we will be incurring in an illegality and we will be obtaining records that will be unsubscribed as soon as they can. Keep in mind that these will be people who are not interested in your products or services and will not be your target audience. This means that we will be spending resources and time on people who may never be potential customers for the brand. It is also important to keep in mind that in every email you send, you must offer the user the possibility to unsubscribe. Don't be afraid, it is preferable that our users to unsubscribe rather than to mark us as spamas this could affect the deliverability of campaigns. Remember that we are interested in cleaning our database and thus get rid of those users who are not part of our target group.
6. Use No reply addresses
We should avoid using "noreply" addresses as a sender. It is a practice that is still quite widespread and has a negative connotation in terms of image and engagement.
It is important that we give the user the possibility to interact with us, it favours a brand image attentive to the user's needs and a good customer service. We must also remember that we are obliged to include a valid contact address in the email campaign.
Here is an article in which we develop this issue: Noreply: a widespread practice that is not conducive to engagement
7. Prioritising brand image over deliverability
We often encounter this problem in the agency. We tend to prioritise the aesthetics and brand image of campaigns over their deliverability. This happens when we are reluctant to do without special fonts, gradients and other visual elements linked to branding that we cannot translate into HTML/CSS due to lack of support in different email clients. The solution then is to use images instead of text, however, it can generate deliverability problems when the image predominates in the email content. In addition, it can slow down the loading speed of the images themselves and we will agree that, in a context where more and more email openings are done through mobile devices, this is not what we are looking for. Therefore, we should seeking balance in the design to be able to lay out the texts without losing the brand image.
8. Not making an effort to get to know the users and their behaviour.
It is important that we strive to getting to know the users who are part of our database. Knowing their interests can help us to know what they are looking for and what we can offer them. Not doing so will mean not meeting the expectations they have of our brand or products and this can lead to an increase in the rate of unsubscribes in email marketing campaigns. Analysing their behaviour (openings, clicks, navigation on the site) is also crucial to get to know them well and see what the most recurrent trends are. Having such knowledge of your customer will even allow you to get into their mind and anticipate their actions. We must bear in mind that in order to be able to correctly classify and segment our subscribers, it is first necessary to carry out an exhaustive analysis process.
