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The 7 Mistakes That Scream “Novice Email Marketer”

Ross Lewin

April 8, 2019 5:36

The 7 Mistakes That You’ll Want to Avoid as an Email Marketer

Marketing products and services to potential customers via email is an effective way to penetrate business markets. It is also a convenient way to communicate with potential customers who are just a mouse click away. However, many business owners and email marketers fail to consider the implications of sending out newsletters which contain mistakes or are poorly constructed. 

Fortunately, the seven most common mistakes made by email marketers can be avoided with a little attention to detail. 

1. Not Appreciating The View Of Your Reader

Perhaps the biggest mistake an email marketer can make is sending out a newsletter with no other intent than to bombard the receiver with marketing messages. This approach is not likely to yield great results. New subscribers to your newsletter will be turned off if every issue is filled with nothing but prices and ordering information. A better course of action is to provide helpful information on a regular basis. You can also include timely reminders of your products or services. Other considerations are:
Keep newsletters at a reasonable length

  • Do not send newsletters out more often than you have useful information.
  • Do not send multiple emails to recipients in a single day.

2. Sending Unsolicited Newsletters

Everyone hates spam. And sending spam is one of the quickest ways to ruin the reputation of your company. The practice can also cost you quite a bit of money if you are ever hit with a cease and desist order. A good rule of thumb is to always consider your own level of dissatisfaction with unsolicited advertising. Your marketing efforts should be concentrated on recipients that express a desire to receive your newsletter. 

3. Sending An Error-Filled Newsletter

Newsletters that contain incorrect information regarding pricing information is an obvious error to avoid. Other potential errors to avoid are: 

  • Links are broken or incorrect.
  • Registration forms that do not send once filled in.
  • Newsletters filled with typos. 
  • Elements to be personalized to each recipient are not updated.

You should always allow one or more people to proofread your newsletter before sending to readers. When no one else is available for this duty, get a night of sleep and check your newsletter for errors the next morning. 

4. AmAtEuR SuBjEcT LiNeS

The subject line of your email is extremely important. Many times recipients will decide whether or not to open an email based solely on the subject line. A few mistakes to avoid in regards to the subject line are: 

  • Providing the most important part of your message too late. 
  • A subject line that is too long. 
  • Overly promotional text. 
  • Using special characters that are unreadable. 
  • Forgetting to optimize for mobile devices.

5. Newsletters That Will Not Display Properly

A major issue with email marketing is newsletters that will not display properly once opened. This problem can be avoided by using newsletter tools that have mechanisms in place to properly test the display capability of your newsletter. 

Do not ignore the fact that a lot of recipients will view your newsletter on mobile devices. Templates are available that optimize your newsletters for tablets, smartphones, and desktops alike. It is also not a good idea in most cases to embed videos. Screenshots and animated GIFs are a better option. You can also include a link to the video. 

6. Newsletters Containing Too Many Images

There are times when a newsletter will be received that contains nothing but images. When these images are not downloaded, the message intended to be conveyed by the newsletter will not be delivered. It is important to keep a good mix of images and text in your newsletter. If you do not keep this in mind your newsletter may never make it past spam filters. 

7. Newsletter Sent On The Wrong Day Or At Wrong Time

There has been much conversation regarding the ideal times to send newsletters. The general consensus is that sending newsletters late at night is a bad idea. The reason is your newsletter will then compete with all other emails received by the recipient in the early morning.

One solution is to use a newsletter tool that has the ability to send newsletters at the selected times based on the time zone of the recipient. It may also be good to avoid sending emails on Friday. This is because emails sent on Friday will show as sent last week once Monday rolls around. 

There has been much conversation regarding the ideal times to send newsletters. The general consensus is that sending newsletters late at night is a bad idea. The reason is your newsletter will then compete with all other emails received by the recipient in the early morning.

One solution is to use a newsletter tool that has the ability to send newsletters at the selected times based on the time zone of the recipient. It may also be good to avoid sending emails on Friday. This is because emails sent on Friday will show as sent last week once Monday rolls around. 

The Bottom Line

Email marketing is suffering as a whole because of the many irrelevant or subpar newsletters being produced. However, email marketing is still a viable alternative to promote your goods and services. Your email marketing efforts will prove fruitful if you send newsletters that provide benefit to recipients and not the overly promotional newsletter offerings that many marketers and business owners are currently producing.

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