04 September 2018 - Sharon Beilis

Personalize campaigns, clean up your lists, split test, monitor bounces… finding tips on how to run successful email marketing campaigns isn’t hard; but getting a clear list of things to avoid – that’s a bit harder. 

Fortunately, we’re here to help you out by focusing on the “don’ts” of email marketing!

 

Don’t violate data privacy   

With the GDPR going into effect recently and more and more individuals being concerned over their email privacy, it is important to make sure your email marketing campaigns do not violate the latest data privacy laws. 

Some ways to make sure your email marketing campaigns comply with the latest regulation include making sure personal information is not easily accessible, providing recipients with a way to opt out of your list and clarifying exactly how you use their information among other things. Be sure to consult with your Data Protection Officer to make sure you do not violate data privacy laws.  

 

Don’t buy email lists   

A great way to make sure you do not violate data privacy laws, CAN-SPAM or other email marketing regulations is by making sure your lists are clean. One way to do that is by not buying lists under any circumstances.

This “quick and easy” cheat will end up tarnishing your email marketing operation, ruining your sender IP reputation and gravely impacting your deliverability in the long run.

 

Don’t overwhelm your recipients with links and CTAs

Too many links and CTAs in a single email will overwhelm your recipients and reduce the chances of a conversion. Instead of placing every fathomable link and CTA in your email, pick a single message or 2-3 offers to promote and focus on those. If you are unsure which are the best converting ones, consider split testing campaigns.

Use segmentation wherever possible and send recipients emails with offers and information that is relevant to them based on their previous engagement with your brand. 

 

Don’t send emails out without testing

Don’t think that what looks good on your computer will look good on every recipient device, browser or email client. Be sure to test email messages and make sure all users get the same experience, regardless of device. 

Don’t forget to check for typos and to make sure all links and CTAs work. You know what – don’t just double check – triple check these things before launching your email marketing campaigns!   

 

Don’t forget about mobile 

“About 3 in 5 consumers check their email on the go (mobile) and 75% of them say they use their smartphones most often to check email”. That’s according to Fluent’s The Inbox report, Consumer perceptions of email” (2018). 

With statistics like that, email marketers can’t ignore their mobile users! This means making sure all content is mobile friendly and can be easily seen on any device. The best way to do that is to use a mobile-first template that ensures your content is delivered in a single column layout with centered buttons and CTAs.

 

Don’t treat all subscribers the same  

The most important thing for email marketers to remember is that in order to be effective and improve ROI and revenue generation, they cannot ignore the unique behavior of each individual recipient.

Recipients today do not want generic emails, but prefer receiving content and offers that are catered to them. Examine past campaigns and use that information to create small segments. Hyper targeted content is more likely to engage recipients and drive them to conversion. 

 

Don’t forget that some mistakes are avoidable, and some are not. Do what you can to reduce the chance of making avoidable mistakes (like sending an email with a typo) and make sure to implement good email marketing habits to avoid detrimental mistakes (like sending an email to someone who never subscribed to your list).

Ongage can help you avoid all kinds of mistakes. To learn more, click the button below.

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