Messages stopped as spam:
Aghreni identifies this as the key error in email marketing and the easiest to fix. Subject line headings such as “WIN A GREAT PRIZE” will not get past spam filters.
All image, but no text:
Companies often send mails that are purely image-based but contain no text, Aghreni says. Many ISPs don’t automatically download images so recipients are left with blank boxes. This makes it hard to track response rates. The company recommends this is considered in the email design and that marketers use a tool that demonstrates different ISPs or send a test email first.
Missing information:
Some campaign emails go out with fundamental information missing, such as a name. “There is nothing worse than Dear____ because the first name field is not completed. Even writing ‘Dear customer’ is preferable. Getting basics like this right is a must and a simple fix to avoid looking unprofessional,” Aghreni advises.
Right to reply:
Emails are frequently sent containing the wrong return address.
Trying too hard:
Designing an email as if it was a website is the fifth most common error in email marketing, Aghreni says. “Heavy use of flash or java script often doesn’t render properly in the finished email and can be complicated to design. It’s better to keep it clean and simple, allowing the reader to click through to a website,” the company recommends.
“In today’s economy, return on investment has never been more important as marketing spend is now analysed and questioned by senior stakeholders, Companies can’t afford to be making such simple mistakes and missing potential sales. The fundamental aims of any campaign should be high deliverability, targeted mailing, maximum click-through rates and basic personalisation – don’t let the email be the reason customers go elsewhere.”
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