Top Email Marketing Mistakes

5 minute read

Hello. Today I’m going to cover the most common email marketing mistakes and how you can avoid them.

Not having permission
We start with the most important point, not having permission. Sign-Up.to is built on the foundation of Permission Marketing. This means a subscriber must have opted-in to receive information from you, because they are interested in the products or services you offer.

Purchasing lists is also a big no no. The bottom line is that if a subscriber hasn’t given you permission to contact them, they shouldn’t be contacted. It is more beneficial to focus on people that do want to hear from you, than those that don’t.

Assuming your customers remember who you are
It’s very easy to assume that your customers remember who you are. However, your customers may be receiving emails from several companies in your area of expertise and not just yourself. As a result of this, we recommend that you add a sentence at the top of your emails reminding them who you are, what you do and why they are receiving emails from you.

This will immediately remind them and as a result, your customers may be more inclined to read your emails, click the links and see the special offers you are advertising.

Targeting the wrong subscribers
Before you send out an email, have a think about who your audience are and who will benefit most from receiving such information from you. This will help you target the correct subscribers and hopefully lead to higher open and click through rates.

To find out how to do this please visit our help guide. You also may want to filter your subscribers even further, and send your email out to subscribers who meet the profile selection that you choose. Using Sign-Up.to, you can create a profile search for gender, marital status, employment status, country, county, town or even a subscriber profile you have added yourself. For example a nightclub may have an offer where ladies get half price entry, so they can easily create a search to target females only for their campaign.

Incorrect links and spelling errors
We recommend including links in your email campaign as they provide a way of tracking the success of your emails, using the click through rate statistics. However, it’s important to include relevant links that the recipient will be interested in viewing.

It is very easy to make a spelling mistake in your newsletter, or even type the wrong word completely and not notice this yourself. Our campaign editor has a built in spell check function that I recommend using. Just click the spell check icon to run a spell check on your campaign. Of course, this is no substitute for a second pair of eyes, so if possible ask a colleague or friend to read through your campaign and test your links before you push the button.

Not testing to all email clients
By testing your email across all the main clients you can make sure your design is compatible and readable for all your subscribers no matter what email client they view this in. Many email clients treat coded emails differently. For example, Outlook 2007 won’t show background images and browser-based email clients like Hotmail , Yahoo, Gmail will strip out your “HTML”, “HEAD” and “BODY” tags, causing some content to be ignored. See our easy to digest article on Outlook 2007 and its effect on email marketing for further information.

Banana-Split Testing

Use our Split Testing feature to send the same campaign but with different subject lines to your subscribers, to see what gets better results.

For example, you can create your newsletter as normal in the system, then duplicate the campaign several times and give these all different subject lines. Using our Split Test feature, you can send each version to either a number of subscribers or a percentage of your subscribers. After an amount of time (between 1 hour and 7 days) the winning campaign (either decided by open rate or click through rate) can be then sent to the remaining subscribers, ensuring the best possible results for your campaign.