{"id":13386,"date":"2022-02-09T10:33:00","date_gmt":"2022-02-09T10:33:00","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=13386"},"modified":"2022-02-09T10:33:00","modified_gmt":"2022-02-09T10:33:00","slug":"mistakes-in-your-email-marketing-strategy-1","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/mistakes-in-your-email-marketing-strategy-1\/","title":{"rendered":"DON\u2019T make these mistakes in your email marketing strategy (Part 1)"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2021\/01\/cabecera_140121-1024x512.jpg\" alt=\"\" class=\"wp-image-12597\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p>We\u2019ve often given you advice on how to improve outcomes from your email marketing strategy, how to make your campaigns more attractive and effective, as well as how to use a sophisticated, up-to-date email strategy. In this case, we\u2019ll focus on&nbsp;<strong>eight mistakes<\/strong>&nbsp;that many businesses still make that can hinder their campaign outcomes and the benefits of knowing them. Today we\u2019ll examine the&nbsp;<strong>first four<\/strong>:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1- Using vague and inconsistent subject headers<\/strong><\/h2>\n\n\n\n<p><strong>The subject header should be clear and consistent<\/strong>&nbsp;with the email content. Avoid using phrases that may be misleading or ambiguous. It may initially increase the email open rate, but when your subscribers open your email,&nbsp;<strong>they\u2019ll be left feeling cheated or simply won\u2019t be interested in the content<\/strong>&nbsp;because it\u2019s not what they expected.&nbsp;<\/p>\n\n\n\n<p>For this reason, as we\u2019ve already mentioned before, we encourage you to say exactly what they will find when they open your email. As a result,&nbsp;<strong>the click rate will be higher<\/strong>&nbsp;and you\u2019ll build trust among your subscribers.<\/p>\n\n\n\n<p>If you\u2019re not sure what might be the best subject for your campaign, think about your best ally:&nbsp;<strong>testing<\/strong>!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2- Making bad decisions when it comes to testing<\/strong><\/h2>\n\n\n\n<p>As we\u2019ve already said, testing can be a really good ally when it comes to making the right decisions. In\u00a0<a href=\"https:\/\/www.digitalresponse.es\/en\/blog-en\/ab-test-in-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">this post<\/a>, we told you about\u00a0<strong>different elements that you can test<\/strong> in an email campaign. However, it\u2019s really important that you don\u2019t test different variables at the same time.<\/p>\n\n\n\n<p>For example, if in&nbsp;<strong>TEST A<\/strong>&nbsp;you test subject 1 and copy 1 and in&nbsp;<strong>TEST B<\/strong>, you test subject 2 and copy 2,&nbsp;<strong>the results you obtain will be ambiguous<\/strong>&nbsp;and you won\u2019t know which element was successful. So if, for example, the winner is&nbsp;<strong>TEST 1<\/strong>, you won\u2019t know for certain if it was due to the subject or the copy. As a result, it\u2019s always important to test the different elements (subject, copy, images, etc.) separately and that you send your email&nbsp;<strong>at the same time of day<\/strong>.<\/p>\n\n\n\n<p>Besides that, it\u2019s also essential that the&nbsp;<strong>sample of people tested is adequate<\/strong>&nbsp;in order to draw meaningful conclusions. We suggest a minimum of 1000 users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3- Not optimising your emails for mobile devices<\/strong><\/h2>\n\n\n\n<p>Big mistake! Not only is this good practice but it\u2019s also become something that is essential.&nbsp;<strong>Email optimisation for mobile devices is a MUST<\/strong>.<\/p>\n\n\n\n<p>Users use different devices when it comes to checking their emails, but&nbsp;<strong>smartphones outweigh them all<\/strong>. In fact, the following image by Marketo effectively demonstrates the rate of use of different devices when making a purchase and how other devices continue the process.&nbsp;<\/p>\n\n\n\n<br>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/02\/optimizacion-movil.png\" alt=\"\" class=\"wp-image-11181\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p>65%&nbsp;<strong>start with a mobile phone.<\/strong>&nbsp;This fact demonstrates the importance of optimisation once more and of achieving a good user experience. Remember that the&nbsp;<strong>elements must be easily clickable<\/strong>, the font size should be the one that is&nbsp;<strong>recommended for easy reading<\/strong>&nbsp;and the&nbsp;<strong>images should be correctly<\/strong>&nbsp;adapted.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4- Not having a reactivation strategy for lapsed users<\/strong><\/h2>\n\n\n\n<p>Not only does every database contain data relating to inactive users who don\u2019t open or interact with your email marketing campaigns, but they also contain data on those who also reduce your email open rates, click rates, deliverability and sender\u2019s reputation.&nbsp;<\/p>\n\n\n\n<p>This emphasises the importance of creating an effective strategy to reactivate these users. It may comprise of sending more than one email or if you don\u2019t have any type of reactivation email, maybe the best option for you would be to just send one single email.\u00a0<\/p>\n\n\n\n<p>Coming back to the aspects as to why it is interesting to have a reactivation strategy, it is worth noting that it is possible to recapture the attention of those&nbsp;<strong>users&nbsp;who&nbsp;want&nbsp;to carry on&nbsp;learning&nbsp;about&nbsp;you<\/strong>, and it also gives you the opportunity to&nbsp;<strong>work out&nbsp;those who are really not interested<\/strong>. In this way, you can single them out in your email campaigns so that it doesn\u2019t negatively affect your metrics.&nbsp;<\/p>\n\n\n\n<p>So, there you have the first four mistakes you should avoid in an email marketing strategy. Next time we\u2019ll look at\u00a0<a href=\"https:\/\/www.digitalresponse.es\/en\/blog-en\/mistakes-in-your-email-marketing-strategy-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">the other four mistakes<\/a>.<\/p>\n\n\n\n<br>","protected":false},"excerpt":{"rendered":"<p>We\u2019ve often given you advice on how to improve outcomes from your email marketing strategy, how to make your campaigns more attractive and effective, as well as how to use a sophisticated, up-to-date email strategy. In this case, we\u2019ll focus on&nbsp;eight mistakes&nbsp;that many businesses still make that can hinder their campaign outcomes and the benefits [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[150],"tags":[],"post_folder":[],"class_list":["post-13386","post","type-post","status-publish","format-standard","hentry","category-blog-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DON\u2019T make these mistakes in your email marketing strategy (Part 1) - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/mistakes-in-your-email-marketing-strategy-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DON\u2019T make these mistakes in your email marketing strategy (Part 1) - Digital Response\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve often given you advice on how to improve outcomes from your email marketing strategy, how to make your campaigns more attractive and effective, as well as how to use a sophisticated, up-to-date email strategy. In this case, we\u2019ll focus on&nbsp;eight mistakes&nbsp;that many businesses still make that can hinder their campaign outcomes and the benefits [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/mistakes-in-your-email-marketing-strategy-1\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-09T10:33:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2021\/01\/cabecera_140121.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/mistakes-in-your-email-marketing-strategy-1\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/mistakes-in-your-email-marketing-strategy-1\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"DON\u2019T make these mistakes in your email marketing strategy (Part 1)\",\"datePublished\":\"2022-02-09T10:33:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/mistakes-in-your-email-marketing-strategy-1\/\"},\"wordCount\":749,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/mistakes-in-your-email-marketing-strategy-1\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2021\/01\/cabecera_140121-1024x512.jpg\",\"articleSection\":[\"Blog EN\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/mistakes-in-your-email-marketing-strategy-1\/\",\"url\":\"https:\/\/www.digitalresponse.es\/mistakes-in-your-email-marketing-strategy-1\/\",\"name\":\"DON\u2019T make these mistakes in your email marketing strategy (Part 1) - 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