Email remains one of the most powerful tools for building awareness and driving sales. It allows businesses to connect with customers directly and move the conversation into a more personal space the inbox.
But getting into the inbox is only half the battle. One of the biggest challenges in Email marketing is ensuring your messages don’t end up in the junk or spam folder. To avoid this, building trust with your subscribers is essential. Your audience should feel confident that the Emails they receive from you are valuable, relevant, and not just another promotional message.
Beyond creating great content, there are several important practices marketers should avoid to ensure their Email campaigns remain effective and trustworthy.
Here are five common mistakes every email marketer should avoid:
1. It matters ‘where’ you are from
Unfamiliarity always leads to suspicion. Consumers will always trust and open e-mails looking at who is sending the email. Therefore, it is important for you to keep your brand name in the front while sending e-mails.
2. Don’t use boring subject lines
Subject lines can make the consumer either open or ignore the email. Hence, it is important for you to make an interesting and eye-catching subject line for your e-mail. Consider the following while working on your subject line:
Communicate briefly what your e-mail is about; the benefits of opening the email
Explicit ‘Call to action’ should be communicated in the subject line
Highlight the headline of your article in the subject line
3. Avoid excessive usage of punctuations
Punctuations are everyone’s favorite. They add expression to the matter. However, too much can also end up spoiling your content. Other than being cautious of ‘What’ you write, you should also look at ‘How’ you write.
Don’t overdo ‘Capital Letters’
You might want to highlight a lot of things in your content, but it is important for you to filter the word priority list. Use capital letters only when required.
Don’t use too many symbols
Avoid using too many symbols like the dollar sign, summation or hash. Treat your content royally and give it an elegant look. You need not over-dress your content always.
4. Unsubscribe option should be easy
All e-mails are not completely read. They are briefly scanned. Whatever interests the consumer the most, will be stored in the inbox and the rest will be ignored.
A difficult unsubscribe process can annoy your consumer and take the step of throwing you in ‘Junk’ or ‘reporting as spam.’ Hence, it is important for you to allow your consumer an easy and smooth process for unsubscribing.
5. Never use an image as the e-mail
Generally, images are turned off in emails. Therefore…it is a big NO for all marketers to use an image as an e-mail. If you do that, be prepared of your email being ignored and trashed.
While reviewing your e-mail marketing program, you should definitely consider the points mentioned above for successful and effective email conversions.
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