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7 Quick Fixes for Common Email Marketing Mistakes

February 21st, 2013 ::

Band-aidBecause we’re human, we are going to make mistakes. Unfortunately when it comes to email marketing, if you make some big mistakes, you could lose subscribers.

The best way to catch a mistake in your email marketing messages is by sending out test emails to a few people who can check for formatting, grammatical, and spelling mistakes. Before doing that, though, run through this checklist to make sure you avoid these 7 common mistakes to begin with:

1 – Messing up email personalization

If I had a dollar for every time I got an email that said, “Hi [FirstName]” – well, I wouldn’t be rich, but I could go out for a very nice dinner tonight. While it’s not necessary to personalize greetings, it is a really nice touch. Just make sure email personalization is set up properly in the email marketing program you use.

2 – Emailing the wrong people

After you add contacts to your email marketing program, segment them into groups, such as company executives, small business owners, VIP customers, partners, etc. That way, when you send out an email, you know it is reaching the right people with the message you wrote specifically for them. Before you hit send, doublecheck that you selected the right group (or groups).

3 – Forgetting to add an unsubscribe option

It is actually illegal to not offer an easy way for your email recipients to unsubscribe to your email list, so make sure every email contains this option. But make it easy – let people click on a link to unsubscribe rather than forcing them to email you back with “unsubscribe” in the subject line or body of the email.

4 – Offering only HTML versions of your emails

Despite all the incredible advances in browser and mobile technology, some programs and devices just cannot handle HTML versions of emails. Always include a text option to make sure you can reach everyone on your list.

5 – Not adding links

You send out emails to increase sales, so make it easy to convert “maybes” into “yeses.” Link back to products, services, and downloadable content on your website, and, if you include an email address, hyperlink that as well so people can email you with one click.

6 – Leaving out social share buttons

At this point, forgetting to add social share buttons to any of your marketing communications is like forgetting to add your company name or signature. If you want to grow your social media audience and extend the reach of the content you share, always include those buttons.

7 – Not including contact information

This is my biggest pet peeve across online communications – hiding contact information. Make it super easy for people to contact you – via phone, email, snail mail, fax, carrier pigeon – whatever. Display that information front and center. Your customers will thank you.

What other mistakes have you seen?

Image courtesy of coachmunro.com

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Email Marketing, Marketing | 2 Comments »

  • Cate Costa

    These are some great tips! I would also suggest that you not forget social follow buttons in addition to social share buttons in your emails. Not everyone that has signed up for your newsletter necessarily already follows you on Twitter, Facebook, Quora, Pinterest, whatever or has subscribed to your YouTube channel so you want to make it easy for them to do so.

    • Anonymous

      Yes, absolutely – thanks for pointing that out – great tip!