DON'T make these mistakes in your email marketing strategy (part 1)
Posted: Wed Dec 04, 2024 6:08 am
We have often given you some advice on how to improve the results of your email marketing, achieve more attractive and efficient campaigns, as well as achieve an updated and advanced email strategy. In this case, we will focus on eight mistakes that many companies still make and that can interfere with the results of campaigns and the benefits derived from them. Today we will look at the first four :
1- Use unclear and incoherent subjects
The subject line should be clear and consistent with greece mobile phone number list the content of the email. Avoid using phrases that are misleading or ambiguous. This may initially generate an increase in openings, but when the subscriber opens the email, they will be disappointed or simply not interested in the content because it is not what they expected.
For this reason, and as we have already mentioned before, we encourage you to tell them exactly what they will find when they open your email. This way, the click rate will be higher and you will generate trust in your subscribers.
If you are unsure about which subject line might be best for your campaign, remember that you have a very good ally: testing !
2- Making bad decisions when testing
Yes, as we said, testing can be a very good friend, as long as you know how to make the right decisions. In this post , we mentioned 13 elements that we could test in an email campaign, but it is really important that you do not test different variables at the same time.
For example, if in TEST A you test subject 1 and copy 1 and in TEST B you test subject 2 and copy 2, the results you get will be ambiguous and you won't know which element is responsible for the success, since if, for example, the winner is TEST 1 , you won't be able to know with certainty whether it is due to the subject or the copy. Hence, it is so important to always test the different elements (subject, copy, images, etc.) independently and to send them at the same time .
On the other hand, it is also crucial that the sample of people tested is sufficient to be able to draw a meaningful conclusion. We could set the minimum at 1000 users.
3- Not optimizing your emails for mobile
Wrong! Wrong! Wrong! It's not just a good practice, it's become vital. Mobile email optimization is a MUST .
Users use different devices when checking their email, but the smartphone is currently the most important one . In fact, the following image from Marketo shows very well the percentage of use of the different devices when making a purchase and how the process continues on the rest of the devices.
65% of users start with mobile , a fact that once again demonstrates the importance of optimization and achieving a good user experience. Remember that elements must be easily clickable , the font size must be appropriate to be read without any problem , and images must adapt correctly.
1- Use unclear and incoherent subjects
The subject line should be clear and consistent with greece mobile phone number list the content of the email. Avoid using phrases that are misleading or ambiguous. This may initially generate an increase in openings, but when the subscriber opens the email, they will be disappointed or simply not interested in the content because it is not what they expected.
For this reason, and as we have already mentioned before, we encourage you to tell them exactly what they will find when they open your email. This way, the click rate will be higher and you will generate trust in your subscribers.
If you are unsure about which subject line might be best for your campaign, remember that you have a very good ally: testing !
2- Making bad decisions when testing
Yes, as we said, testing can be a very good friend, as long as you know how to make the right decisions. In this post , we mentioned 13 elements that we could test in an email campaign, but it is really important that you do not test different variables at the same time.
For example, if in TEST A you test subject 1 and copy 1 and in TEST B you test subject 2 and copy 2, the results you get will be ambiguous and you won't know which element is responsible for the success, since if, for example, the winner is TEST 1 , you won't be able to know with certainty whether it is due to the subject or the copy. Hence, it is so important to always test the different elements (subject, copy, images, etc.) independently and to send them at the same time .
On the other hand, it is also crucial that the sample of people tested is sufficient to be able to draw a meaningful conclusion. We could set the minimum at 1000 users.
3- Not optimizing your emails for mobile
Wrong! Wrong! Wrong! It's not just a good practice, it's become vital. Mobile email optimization is a MUST .
Users use different devices when checking their email, but the smartphone is currently the most important one . In fact, the following image from Marketo shows very well the percentage of use of the different devices when making a purchase and how the process continues on the rest of the devices.
65% of users start with mobile , a fact that once again demonstrates the importance of optimization and achieving a good user experience. Remember that elements must be easily clickable , the font size must be appropriate to be read without any problem , and images must adapt correctly.