If you regularly use email marketing to promote your business, you may be alienating some of your current subscribers and potential new customers due to common email errors. Making these errors in your emails can damage the professional reputation of your business and result in low click-through rates. Here are a few of the most common email errors you should be aware of when marketing your company.

 

Unresponsive Emails

Many people nowadays use mobile devices instead of standard computers to view their emails. The emails you send out for marketing may not be viewable on all devices due to compatibility issues. If someone is unable to view an email that promotes your business or one of your new products, he or she will likely delete the email and be less inclined to do business with you. It is important to use graphics, fonts and other settings that allow your emails to be viewed on all types of mobile devices.

Too Much Information

You will want to grab people’s attention right away when they view your emails, and email messages that are too wordy and take too long to get to the point are often quickly deleted. It is important to use concise language along with eye-catching graphics so that people get the idea quickly. Extraneous details that are irrelevant to your company’s objective should be deleted in order to make your emails easier to read.

Poor Design

Your emails should look professional and be free of graphics that are poorly designed or feature unflattering colour schemes. Poorly designed emails can also include excessive graphics that take too long to load. All content within your emails should be grammatically correct without any spelling errors. It is important to make sure your company’s name, logo and slogan are clearly displayed within each email in order to make your brand more memorable.

No Personalisation

Your customers want to be treated as individuals, not as numbers or statistical data. People are normally more inclined to open emails quicker that include some type of personalisation. Mass emails that do not include any kind of personalisation might make your customers feel unappreciated or less enthusiastic about your promotions. Each email you send out should include the recipient’s name along with a friendly message.

Lack of List Segmentation

It is important for you to be aware of the specific people who are receiving your emails. If, for example, you send emails that market men’s products to women, these emails will likely cause confusion and be deleted without further reading. You could possibly lose a lot of current subscribers who receive emails with irrelevant information. One of the best ways to avoid making this mistake is to keep your subscriber database organized so that your campaigns are being marketed to the right people.

Unclear Call to Action

A clear call to action should be included at the end of each email. Without this information, people may be unsure of what to do next or be less motivated to purchase your products or services. A call to action can be just a short sentence that prompts the reader to take further action. It is best to encourage people to call or email your business to receive further information regarding your marketing campaign. You can also include a link within the email that allows people to connect directly to your company.

Avoiding these email mistakes can keep your business competitive in the market and help you attract and retain subscribers. Many of these mistakes are easy to fix and can make the difference in the success of your company.