1. Being Boring
The subject line should grab the reader's attention and motivate them to open the email. The copy should be brief, using short sentences. Talk about what's interesting to the reader, not yourself.
Do you like being sold to? Thought not. Nobody does, and emails that do nothing but sell are a big turn-off. Email marketing is about building a relationship with existing and potential customers, establishing your credibility as a source of useful information and valuable content.
3. Poor Targeting
Email marketing is not about bombarding everyone with emails about everything under the sun. It's about emailing people with what they want, when they want it. The more that you are able to focus your email campaigns according to your customers' preferences, the better.
4. Intrusive emails
You must have permission to send an unsolicited marketing email to someone – that's the law. If you have a business relationship, including enquiries, then that counts as implicit permission to send emails on related topics, but don't assume that your emails will be welcome. The law aslo requires that you make it easy for someone to unsubscribe from your emails. It's good practice anyway – why would you want to email someone who doesn't want to hear from you?
5. Impersonal emails
Write as if you are writing to one person, not writing a sales brochure. Use a system that allows you to personalise the email with the reader's name. Research has proved that this will improve results.
6. Expecting Instant Gratification
Email marketing is like driving a steam train – you have to shovel some coal before you can build up a head of steam. So don't expect instant results from your email marketing. Be patient and persistent, and you will get results.
7. Using Low Quality Servers
ISPs, the people who supply your internet connection and email, work hard to protect you from spam emails. They monitor the reputation of the servers that send emails. If you send from a server with a poor quality reputation, your emails stand less chance of getting through. Worse still, if you send from your own email account, your ISP might cap your emails, or you might get your domain blacklisted. The only sensible option is to use a commercial service for your marketing emails.
8. Using too many images
Many email clients, such as GMail and Outlook, have images turned off by default. If you have too many images, your emails will look terrible to your readers.
9. Not Measuring Results
If you don't measure the results of your emails, you won't know how they are being received or how to improve them. Using a professional email marketing system will provide you with invaluable information about who reads your emails and what they do with them.
10. No Call to Action
Every email you send should invite some action from your readers. It is a great way to get people to visit your website, so make sure that your emails contain clear “call to action” to inspire your readers to do something. You can find out more about quality email marketing campaigns here!