The 10 Scariest Email Marketing Mistakes
Happy Halloween, email marketers! In honor of all things scary, spooky and down right creepy, we’ve put together a list of the scariest email marketing mistakes that keep marketers up at night. Don’t let these horrifying strategy killers happen to you!
Not including a physical mailing address. This may be the last thing you are thinking about when sending your email campaign, but not including it can cost you a huge fine from the FTC for not being CAN-SPAM compliant. Set it and forget- add it to the footer in your default email templates and never have to worry about it again.
Not having a valid reply-to email address. If your subscribers have an immediate question about your campaign, most will hit “reply-to” in their email client to get in touch. If you aren’t using a valid reply address, what kind of impression is this sending? Make sure your reply-to address is real and monitored by a real person.
Not using a recognizable from name or from address. Along with the subject line, the from name and from address are one of the first things your subscriber will see of your email campaign in their inbox. Keep the from name and address consistent and a good representation of your brand or business.
Forgetting a subject line. Yikes! This one is majorly scary- forgetting to create a well-crafted subject line can jeopardize your entire marketing campaign. Not only will it cost you opens, but your email may also get sent directly to the spam folder. Put as much time in your subject line as the rest of your campaign, and you will never forget to add it to your campaigns.
Having broken 404 links. One of the most frightening experiences for an email marketer is realizing a link is broken after the campaign has been sent- especially if it’s the main call to action of your campaign! Luckily this can easily be averted by testing every single link in your campaign, every single time, and test it again.
Including broken images. Another scary mistake that can be easily solved by testing! Always send yourself and your colleagues a test message of your campaign, and view it on multiple email clients to ensure all images are downloading correctly and the overall layout works for each email subscriber.
Sending to subscribers who have not opted-in to your list. Not only is this scary for your deliverability and reputation, but scarily annoying for those receiving your message who have not elected to do so. Don’t risk destroying your marketing reputation- stay true to best practices, your subscribers and the ISPs will thank you for it.
Not sending to a segmented audience. With the overwhelming amount of email being delivered to each person, not tailoring your email campaigns to specific audiences based on your subscribers’ interests will decrease opens, clicks and overall engagement. Gather information from your subscribers based upon their past interactions with your brand or their own interests, and watch your reporting metrics sky rocket!
Not having a clear call to action. Before every email campaign, ask yourself- why am I sending this message? Each marketing campaign should have a clear goal and outcome for your subscribers to take. No one appreciates an email marketing campaign sent just for the sake of sending, which can increase unsubscribes or complaints.
Not optimizing your email campaigns for mobile. With over 48% of emails now being opened on mobile, not having your campaigns mobile optimized is a scary marketing strategy killer. With mailPlants, creating optimized email marketing campaigns is easy! Now with pricing starting at $5 per month, theres no better time to open an account. Start today!
What scary email marketing mistakes did we miss? Let us know on our Facebook page!