{"id":109888,"date":"2021-11-09T11:00:04","date_gmt":"2021-11-09T03:00:04","guid":{"rendered":"https:\/\/seo-hacker.com\/?p=9888"},"modified":"2022-08-30T13:51:05","modified_gmt":"2022-08-30T05:51:05","slug":"10-stop-marketing-emails","status":"publish","type":"post","link":"https:\/\/seo-hacker.com\/10-stop-marketing-emails\/","title":{"rendered":"10 Email Marketing Mistakes You Need to Avoid for Better Deliverability"},"content":{"rendered":"

\"10<\/span><\/p>\n

Did you know that roughly 45% of emails<\/a> sent are considered Spam?<\/span><\/p>\n

Yes, that number sounds bad.<\/span><\/p>\n

Maybe your marketing emails aren\u2019t spam, they can be treated as one by your recipient.<\/span><\/p>\n

<\/span><\/p>\n

Note:<\/strong> This post was originally published in June 2015, and updated in November 2021 to include new tips and data.<\/em><\/span><\/p>\n

For some people, email marketing is the best way to go, but others commit huge mistakes in their marketing emails and think that it doesn\u2019t work.<\/span><\/p>\n

So before you leave email marketing behind, why don\u2019t you analyze your marketing emails first? Maybe there are things you can improve that you haven\u2019t seen yet that\u2019s why your efforts are failing miserably.<\/span><\/p>\n

So, without further ado, here are the top 10 things you should stop doing in your marketing emails to increase open rates<\/a> and conversions.<\/span><\/p>\n

Generic subject lines<\/b><\/span><\/h2>\n

Serious question. How many emails do you receive every day? Maybe too much that you can\u2019t read every single one of them.<\/span><\/p>\n

According to TechJury<\/a>, the average office worker receives around 120 emails per day.<\/span><\/p>\n

What are the odds that your email will be one of the few opened? Or even just noticed?<\/span><\/p>\n

Too low if your subject line is not as brilliant as Buzzfeed\u2019s email subject lines.<\/span><\/p>\n

\"Buzzfeed<\/span><\/p>\n

Subject lines<\/a> are one of the most crucial parts of an email, that\u2019s why you have to be very careful when creating one.<\/span>
\nGood thing there are ways you can follow to make sure that your emails will go directly to your recipients inbox\u2014meaning higher chances of being opened!<\/span><\/p>\n

    \n
  1. Avoid spammy words like \u201cfree,\u201d \u201climited time,\u201d \u201cbuy,\u201d and using all caps, such as \u201cREMINDER,\u201d and \u201cCLICK.\u201d<\/span><\/li>\n
  2. Be clear. Being witty or super creative with the subject line is fine, but be sure that you\u2019re not compromising clarity. Be clear with your message and intention, and avoid disappointing your recipients by putting up a subject line that will not be further explained in the content.<\/span><\/li>\n
  3. Be concise. Subject lines that work have 50 characters or fewer. Concise subject lines are recommended if you want it to be fully displayed in the email pane\u2014especially for mobile devices.<\/span><\/li>\n<\/ol>\n

    A good subject line is not too generic that it doesn\u2019t really speak with your recipients, rather, it should urge them to do something or show that they will benefit from reading your email.<\/span><\/p>\n

    Tip: A\/B test your subject lines<\/span><\/h3>\n

    A\/B testing is when you change certain parts of your email, whether it be the subject line or body copy, to see how the changes impact your results.<\/span><\/p>\n

    By A\/B testing, you get to see what works with your audience and what doesn\u2019t. For example, if your subject lines with puns get consistently higher open rates, then moving forward you know it\u2019s better to have punny subject lines.<\/span><\/p>\n

    Images that don\u2019t display properly<\/b><\/span><\/h2>\n

    We\u2019ve all experienced receiving marketing emails with broken images.<\/span><\/p>\n

    I know\u2026 that\u2019s frustrating.<\/span><\/p>\n

    Although you can\u2019t always blame yourself or your email marketers for instances like this, because not all recipients can receive visual elements\u2014some can only receive in plain text.<\/span><\/p>\n

    What you can do instead is to limit the usage of images, and make sure that you have proper alt text<\/a> for all your images to keep your readers away from being clueless on what your images are all about.<\/span><\/p>\n

    \"Buzzfeed<\/span><\/p>\n

    Usage of \u201cno-reply\u201d emails<\/b><\/span><\/h2>\n

    Generic addresses, especially \u2018no-reply\u2019 ones prevent your readers from engaging with your business. And we don\u2019t want that.<\/span><\/p>\n

    We want to receive emails with email addresses that we can reply to\u2014where we can ask questions or give feedback.<\/span><\/p>\n

    \u2018No-reply\u2019 email addresses have also been proven to decrease open rates, and increase unsubscribe and complaint rates.<\/span><\/p>\n

    If you\u2019re not yet convinced that you should give up using \u2018no-reply\u2019 email, perhaps this guideline will finally persuade you.<\/span><\/p>\n

    The CAN-SPAM Act: A Compliance Guide for Business<\/span><\/h3>\n

    According to the first item in the CAN-SPAM Act<\/a>, \u201cYour \u201cFrom,\u201d \u201cTo,\u201d \u201cReply-To,\u201d and routing information \u2013 including the originating domain name and email address \u2013 must be accurate and identify the person or business who initiated the message.\u201d<\/em><\/span><\/p>\n

    Generic salutations<\/b><\/span><\/h2>\n

    Personalization is a very important part of email creation. We give value and attention to emails that we know is made especially for us. And how do we know it\u2019s for us?<\/span><\/p>\n

    When it\u2019s addressed to us\u2014when names are mentioned.<\/span><\/p>\n

    So stop that \u201cTo whom it may concern,\u201d \u201cDear Sir,\u201d or worse, \u201c{INSERTFIRSTNAME}\u201d salutation and start using actual names.<\/span><\/p>\n

    \u201c…years and years of sifting through emails has conditioned people to discard anything that doesn\u2019t come from a recognizable friend or family member and\/or doesn\u2019t open with a personalized greeting. Any message that doesn\u2019t refer to the recipient by name is getting discarded\u2014period\u2014never to be pondered again. You have to be on a first-name basis with your recipient. That\u2019ll get you in the door, so to speak, and leave the recipient open to reading your message.\u201d <\/i>-Dan Forootan (How Important Is Personalization To Your Email Marketing Campaign?<\/a>)<\/span><\/p><\/blockquote>\n

    If you’re using an email marketing software, check if you’re typing the correct personalization shortcodes. You wouldn’t want your subscriber to end up with a “Dear\u00a0 \u00a0 ,” or again, {INSERTFIRSTNAME}.<\/span><\/p>\n

    Misleading content in marketing emails<\/b><\/span><\/h2>\n

    You promised something good in your subject line. Now you make sure that the content justifies it.<\/span><\/p>\n

    I\u2019ve been subscribed to HubSpot for quite sometime now, and they never fail to keep their promises. When they say that a free guide or eBook<\/a> is included, expect that a download link is included in that email\u2014and expect that it\u2019s really free.<\/span><\/p>\n

    \"HubSpot<\/span><\/p>\n

    Just like the subject, avoid using spam trigger words like \u201cprize,\u201d \u201cfree,\u201d \u201cbonus,\u201d \u201cbuy,\u201d and \u201corder.\u201d Instead, use persuasive words like \u201cbecause,\u201d \u201cyou,\u201d and \u201cimagine.\u201d<\/span><\/p>\n

    You can use HubSpot\u2019s The Ultimate List of Email Spam Trigger Words<\/a> to know what to avoid.<\/span><\/p>\n

    No call-to-action<\/b><\/span><\/h2>\n

    Unless you\u2019re doing a personal email and just want to say hi, you need a call-to-action<\/a>.<\/span><\/p>\n

    The very reason why you\u2019re marketing through email is because you want to sell something, or perhaps you want your readers to benefit from you. The point is you either want to give, or you need something\u2014usually both.<\/span><\/p>\n

    Make your intentions clear by putting call-to-action. And guide your audience on what to do\u2014until the very last step.<\/span><\/p>\n

    \u201cBe clear and direct with your users, telling them exactly what you\u2019d like them to do.\u201d<\/i> –Conversion Rate Experts<\/a><\/span><\/p><\/blockquote>\n

    Including a short explanation or bullets of your product\u2019s features with call-to-action button is also a good way to convert.<\/span><\/p>\n

    \"Evernote<\/span><\/p>\n

    Multiple marketing emails with the same content<\/b><\/span><\/h2>\n

    Weeks ago, I committed a mistake that nobody should ever follow.<\/span><\/p>\n

    I published a post in SEO Hacker, and later on decided to modify the headline and slugs. There\u2019s nothing wrong with that\u2014you can always change your title and slugs if you feel that it\u2019s necessary to do so. However, when your published post is automatically being sent to thousands of subscribers, then you have to be careful.<\/span><\/p>\n

    I use an email marketing software called AWeber<\/a>, and every time we publish an article, it automatically sends an update to our subscribers like this:<\/span><\/p>\n

    \"SEO<\/span><\/p>\n

    Once it\u2019s sent, and you modified the slugs of your post, it will generate a new email\u2014regardless if it\u2019s the same post or not. That\u2019s what I did, and that\u2019s the dangerous part.<\/span><\/p>\n

    Just by modifying the slugs, I have sent two emails (in the same day) containing two different titles but the same content and is directed to the same article.<\/span><\/p>\n

    \"SEO<\/span><\/p>\n

    Not a very nice move!<\/span><\/p>\n

    It can confuse your readers, or they may not give importance to your emails at all, because really, who wants to be bombarded with multiple emails with the same content?<\/span><\/p>\n

    No option to unsubscribe from marketing emails<\/b><\/span><\/h2>\n

    Admit it, even if you have compelling content, there will always be people who won\u2019t like (or will stop liking) receiving marketing emails. That\u2019s why you need to give them the option to unsubscribe – and make it visible.<\/span><\/p>\n

    A while back, Gmail started displaying the unsubscribe links at the top of messages.<\/span><\/p>\n

    \"Unsubscribe<\/span><\/p>\n

    But you should still include an \u2018unsubscribe\u2019 button. For example, my Leadership Stack Podcast<\/a> emails have this option at the footer.<\/span><\/p>\n

    \"Unsubscribe<\/span><\/p>\n

    Not segmenting the customers for marketing emails<\/span><\/h2>\n

    Another major mistake that you may be committing is forgetting to segment your customers. Customer segmentation<\/a> is the process of grouping customers based on various factors such as age, gender, industry, and others.<\/span><\/p>\n

    It\u2019s important to ensure your customers are segmented properly so that the emails they get are personalized. For example, some of my customers work in marketing, some work in SEO, and others are entrepreneurs. If the emails they get don\u2019t fit their demographic, they would just unsubscribe because I\u2019m not adding value to their life.<\/span><\/p>\n

    Besides, receiving the kind of content everyone else receives doesn\u2019t feel good. As a customer, you want to be spoken to. Segmenting customers helps with that.<\/span><\/p>\n

    Having generic content<\/span><\/h2>\n

    I already touched on it a little earlier: Having generic content doesn\u2019t do anyone any favors. Your customers don\u2019t want to receive the same content as everyone else. They want you<\/em> to speak to them<\/em>.<\/span><\/p>\n

    Let\u2019s say you\u2019re asking for a donation, and you\u2019re just asking the same amount from everyone. What if a third of the people you sent that email to are living paycheck-to-paycheck, the other third are living comfortably, and the final third are rich? Expecting all of them to give $50 will be unreasonable, and your email will show them that you don\u2019t care<\/em> about their situation.<\/span><\/p>\n

    You can avoid that by personalizing your email<\/a> using dynamic content, where certain parts of your email are filled in by the data your customers provide you. This makes the email – you guessed it – personal for the customer. According to Keela, \u201cWhen compared to non-personalized email campaigns, personalized emails yield 29% higher unique open rates and 41% unique click rates.\u201d<\/em><\/span><\/p>\n

    Key takeaway<\/span><\/h2>\n

    Sometimes we get so excited, we want to jump right in and just do things for marketing\u2019s sake, leaving no chance for proper planning and execution.<\/span><\/p>\n

    But, that’s not how it should be – even in email marketing.<\/span><\/p>\n

    Once in a while, you need to do an audit of your email marketing. Ask yourself, \u201cHow is it working for me?\u201d <\/em>and \u201cWhat are the things I need to improve?\u201d<\/em> Then you can try different styles, different approaches, perhaps different tones, but never ever commit these 10 email marketing sins. Unless you want to end up in the spam folder of your recipients.<\/span><\/p>\n

    And of course, if you want to be absolutely sure that these 10 deadly sins won’t be committed, we have an email marketing service<\/a> you can check out.<\/span><\/p>\n

    Happy email marketing, and let me know what you think!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[200083],"tags":[100172,102093],"wl_entity_type":[102583],"class_list":["post-109888","post","type-post","status-publish","format-standard","hentry","category-email-marketing","tag-email-marketing","tag-email-marketing-deadly-sins","wl_entity_type-article"],"acf":[],"yoast_head":"\n10 Email Marketing Mistakes<\/title>\n<meta name=\"description\" content=\"Ensuring your email sees the light of a customer's inbox can be a challenge. 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