Major Email Marketing Mistakes Hurting Campaigns

Major Email Marketing Mistakes Hurting Campaigns

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Many of us have made some mistakes that eventually have huge impact on our email campaign. However, it is something we can prevent if we go through the right channel.

Here are the two most common email marketing mistakes to avoid and save you a lot of embarrassment.

1. Bad List Hygiene

It’s like not brushing your teeth. Like oral hygiene, email list hygiene involves cleaning and maintaining your database.

Most emails enter your database via opt-in. A single opt-in adds a new name to your subscription list. A new name fills out a web form, and then a confirmation email with a link to confirm the email address is sent.

Many marketers prefer single opt-in because it allows them to capture more names without making them jump through hoops. That means more fake emails, more soft and hard bounces, less email engagement, and ultimately less qualified names. With proper hygiene, you can clean up your database and keep a healthy email list.

What you need with a single opt-in method:

Because you haven’t verified every new email address, you’ll have higher soft bounce and hard bounce rates. Your marketing automation system or email service provider usually handles hard bounced email addresses, so you won’t have to. In the case of soft bounces, you can set up automated campaigns to clean up email addresses that have soft bounced in the past. You’ll get better open rates and maintain a good sender reputation.

Deleting role accounts: Email address like support@, info@, or abuse@ that is not specifically in association with any specific person is referred to as role account. You need to delete them and the reasons for deleting such emails are stated below:

  • These addresses are frequently found on websites’ “Contact Us” pages, making them easy to harvest.
  • Blacklist providers use them as honeypot spam traps to catch spammers.
  • Invalid email addresses can’t be proven to have given consent.

Re-engagement campaigns: A marketer typically has a list of subscribers with 25-50% of them inactive. In order to clean up your email lists, you can run reactivation campaigns to target subscribers who haven’t opened your emails in six months or more.

2. Unclear Subject Lines

Clear subject lines get more raw clicks than clever ones because they are more consistent with the email body. No clickbait, no tricks, no questions about what the email contains. A study by AWeber Communications found that simple subject lines get 541 percent more clicks than clever ones.

Therefore, make no mistakes by muddling up your subject lines. Let your subject lines have the quality of clarity and simplicity in them.

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