The most common mistakes in Email Marketing

The 21st century is known as a marketing era. Commercial relationships are pretty dominant now. There are a lot of kinds of marketing, email marketing being the most popular of all. Moreover, marketers consider that e-mail is one of the key elements of business, especially for ROI (Return on Investment) and for the development of long-lasting and beneficial relationships. For this reason, personalized segments and targeted e-mail marketing campaigns are important for increasing of a brand awareness.

E-mail marketing specialists use tools, strategies, implementations and track results to achieve the best brand participation. They can take care of a marketing strategy by email or help with any aspect of the design of e-mail templates or tracking and reporting.

With the help of e-mail tracking tools, brand management get opportunities to receive detailed reports on key aspects of their campaign, such as: who went through the e-mail messages to specific product; what was more interesting for the user and in which region or country he/she was at that moment. Such tracking elements are added at the bottom of an email and mostly around the email signatures. Better email signatures lead more conversion in addition to fulfilling the tracking purposes.

The key elements of good business email signatures include one's name, title, company, phone number and some useful links. Using proper formatting one can't only track users but also help their brand grow with leads from his email signature and to draw conclusions to get the greatest profit. There are some fine signature examples that can help you make your mind about the design, you should check out such lists of email signature examples.

The most common mistakes of email marketing


The lack of optimization of letters for various platforms and mobile devices.

Outlook, Gmail, Yahoo, etc., display emails a little differently and look different on a desktop and a mobile phone. One has to make sure that everything looks as intended after sending a message. It's also necessary to send test email messages to different addresses and check each one from different devices to ensure that the message appears the way it`s supposed.

Segmentation and personalization are not used.

Segmentation and personalization are two important aspects of email marketing. Used properly, these can bring huge profit.

It's a mistake to send the same emails to all customers. The best decision for this problem is to segment the client base: priority, importance, prospects, specificity, etc. “Segmented” small companies can use email marketing software to send relevant messages to each group at appropriate time, increasing the likelihood of gaining a customer's interest. Even segmenting the list by industry or including a name in the subject line can have a huge impact on subsequent actions. Personalization is worthy of spent time, when it's possible!

The title of a message is a deception or it is blurred or boring.

The topic of a letter "is the first thing we see in our mailbox," and "is something that makes people want to click on a letter or not." That's why it's so important to spend some time working on a topic that will really grab readers' attention. It`s necessary to check out various topics to see which option works best.

The content is too long for the user to read.

Nowadays, email is opened for a few seconds, leaving enough time for subscribers to scan visually attractive photos and to read about 50 words (maximum). It means that you have only a few seconds to attract a reader's attention.

Sending e-mail is either too often or rare.

While sending of too many letters does not always lead to increased sales, “underdelivery” can also lead to conversion rates that will suffer. Thus, the best way to decide what the optimal number of letters to send is to use scheduled tests. You may find that different segments prefer e-mails at different frequencies. In this case, you can adapt your sending volume for each segment accordingly. Another best practice is to give your subscribers the opportunity to choose how often they would like to receive letters from you.

Not tracking results.

Tracking campaign performance through metrics such as percentage of opened emails and the number of clicks can help you to set up, refine and improve email marketing. The more emails are opened and clicks occurred, the more likely that a particular campaign and content are interesting for your subscribers. You need to track your email signature, of course if you are eager to get a profit.

Follow the mentioned advices and work hard!