DON'T make these mistakes in your email marketing strategy (Part 2)
Posted: Wed Dec 04, 2024 6:08 am
A week ago we saw 4 of the 8 mistakes we should avoid making in email marketing to avoid sabotaging the campaigns we send or the results obtained. Today we bring you the remaining 4 mistakes. Take note!
5. Using illegal databases
It is essential to have obtained the explicit consent of the user in order to send them commercial communications, otherwise we will be committing an illegal act and we will be obtaining records that will unsubscribe as soon as they can. Keep in mind that these will be people who will not be interested in your products or services and will not greece mobile phone number list be your target audience. This means that we will spend resources and time on people who will possibly never be potential customers for the brand. It is also important to keep in mind that in each email we send we must offer the user the possibility of unsubscribing. Don't be afraid, it is preferable for our users to unsubscribe than to be marked as spam , since this could affect the deliverability of the campaigns. Remember that we are interested in cleaning our database and thus getting rid of those users who are not part of our target.
6. Use No reply addresses
We should avoid using “noreply” addresses as sender addresses. This is a practice that is still quite widespread and has a negative connotation in terms of image and engagement.
It is important to give users the opportunity to interact with us, as this promotes a brand image that is attentive to user needs and provides good customer service. We must also remember that we are required to include a valid contact address in the email campaign.
Here is an article in which we develop this topic: Noreply: a widespread practice that does not favor engagement
7. Prioritize brand image over deliverability
In the agency we often encounter this problem. There is a tendency to prioritize the aesthetics and brand image of campaigns over their deliverability. This happens when we resist doing without special fonts, gradients and other visual elements linked to branding that we cannot translate to HTML/CSS due to lack of support in different email clients. The solution then is to use images instead of text, however, it can cause deliverability problems when the image predominates in the content of the email. In addition, it can cause the loading speed of the images themselves to decrease and we will agree that, in a context where more and more emails are opened through mobile devices, this is not what we are looking for. Therefore, we must seek balance in the design to be able to layout the texts without losing the brand image.
5. Using illegal databases
It is essential to have obtained the explicit consent of the user in order to send them commercial communications, otherwise we will be committing an illegal act and we will be obtaining records that will unsubscribe as soon as they can. Keep in mind that these will be people who will not be interested in your products or services and will not greece mobile phone number list be your target audience. This means that we will spend resources and time on people who will possibly never be potential customers for the brand. It is also important to keep in mind that in each email we send we must offer the user the possibility of unsubscribing. Don't be afraid, it is preferable for our users to unsubscribe than to be marked as spam , since this could affect the deliverability of the campaigns. Remember that we are interested in cleaning our database and thus getting rid of those users who are not part of our target.
6. Use No reply addresses
We should avoid using “noreply” addresses as sender addresses. This is a practice that is still quite widespread and has a negative connotation in terms of image and engagement.
It is important to give users the opportunity to interact with us, as this promotes a brand image that is attentive to user needs and provides good customer service. We must also remember that we are required to include a valid contact address in the email campaign.
Here is an article in which we develop this topic: Noreply: a widespread practice that does not favor engagement
7. Prioritize brand image over deliverability
In the agency we often encounter this problem. There is a tendency to prioritize the aesthetics and brand image of campaigns over their deliverability. This happens when we resist doing without special fonts, gradients and other visual elements linked to branding that we cannot translate to HTML/CSS due to lack of support in different email clients. The solution then is to use images instead of text, however, it can cause deliverability problems when the image predominates in the content of the email. In addition, it can cause the loading speed of the images themselves to decrease and we will agree that, in a context where more and more emails are opened through mobile devices, this is not what we are looking for. Therefore, we must seek balance in the design to be able to layout the texts without losing the brand image.