Top 10 E-Mail Marketing Mistakes To Avoid
The key words in that statement are: properly prepared and correctly executed.
It doesn’t matter how good your intentions are and it doesn’t matter how butt-kicking good your offer is. If you blow the basic rules of e-mail marketing, you’re headed for disaster.
1. Failing To Obey The CAN-SPAM Act
The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) was passed into law by the United States Congress to establish rules for companies that use e-mail for marketing or other commercial purposes.
2. Failing To Test Your e-mail Message Before You Send It
E-mail can be displayed differently in different browsers and e-mail clients. That’s why it’s important to send a few test messages and to then read those test messages using the most commonly used browsers and e-mail clients in order to make sure that what readers see is what you intended them to see.
3. Failing To Use A SPAM Checker Before You Send Your e-mail
With so many Internet Service Providers (ISPs) and Internet users running SPAM-blocking software, it has never been more important to see how your e-mail stacks up against the electronic gate guardians that are going to try and stop your reader from receiving it.
4. Forgetting About The “Preview Pane”
Most people have their e-mail clients set up so that all new e-mail messages are displayed in a preview pain. Depending upon their preferences, that preview pane may just display the “To”, “From” and “Subject” headers, or it may display all of those as well as the first few sentences of the body of the e-mail.
5. Failing to Use Enough White Space
If you make your e-mail message too long, or you try to cram too many words into a paragraph, your readers’ eyes are going to instantly glaze over and they are going to hit the delete key.
Keep your e-mail messages short and get right to the point. Keep your paragraphs short as well.
6. Failure To Test All Imbedded Links
What a waste of time and effort it is to send out an e-mail campaign only to discover that the link to your web site or order page was malformed and it doesn’t work. Test, test and then test again before you mail.
7. Locking Prospects Into One Contact Method
Giving prospects only one way to respond to you will cost you sales. Just because you think that e-mail is the best way to communicate doesn’t mean that your prospect does. Some people are willing to read e-mail and click on a link to visit a web site, but they’re not going to buy unless they can call on the phone or mail in a check.
8. Ignoring Your Bounce Rate
If you’re sending e-mail, you can bet some of it is bouncing. You need to be aware of not only how many messages are bouncing, but why they are bouncing. Finding out how much e-mail is bouncing and why can be as simple as checking your mail server logs. Most hosting accounts provide them as well as a tool to view them.
9. Taking Down Your Landing Page Or Other E-mail-Connected Items Too Soon
It can sometimes take a few weeks for someone to get around to reading your e-mail for any number of reasons including illness or vacation. If you take your landing page down too soon or you delete any supporting graphics that the e-mail needs, you’ll lose sales. Don’t be in too much of a rush to end the campaign.
10. Not Taking Time To Proofread
Nothing makes you look more unprofessional than sending out an e-mail that’s full of spelling and grammar mistakes. Don’t depend on your spell checker alone. Print the message out and read it carefully, one word at a time. Then give it to at least two more people and have them do the same thing.