Nowadays, many businesses are using email newsletters as an integral part of their overall marketing strategy. However, this plan will only succeed if carried out in the right way. Here are some of the common email marketing mistakes you need to look out for.
Here are some of the common blunders you need to avoid.
1. Placing all your email addresses in the ‘To’ field
Many people send out email newsletter with all the recipients’ email addresses in the ‘To’ field. This is a big mistake. First, this will expose your recipients’ personal details to other people who can use them to send unsolicited marketing messages. As a result, you might end up losing the trust of your prospects and customers. Secondly, placing all email addresses in the ‘To’ field could result in your message being blocked by spam filters. This means that you will not be able to reach the intended recipients.
2. Sending too few or too many newsletters
The frequency of sending out an email newsletter should be determined by its purpose and content. A daily newsletter would be ideal for a newsletter offering updates on stock market prices, while a bi-weekly publication would be appropriate for a publication sharing real estate trends and tips.
3. Not proofreading
Typing errors and grammatical mistakes can be a major put off for recipients of your emails. This is why it is very vital to proofread your text before sending out the newsletter. If don’t have the time or competence, you could consider hiring a professional content writing services to do the work for you.
4. Sending at the wrong time
Email newsletters should not only be written well, but should also be sent at the right time. You need to know what time your subscribers are most likely to receive and read your emails without distraction. For instance, if your target is people who are employed, it wouldn’t be advisable to send your emails over the weekend.
5. Ignoring privacy rules
There are several privacy rules that should be adhered to when it comes to email newsletters. First, you should never send anything to anyone without their permission. If they complain, all your emails might be labeled spam. Whenever you ask people to submit their contact details, you need to make it clear what the email addresses will be used for. Include a statement that assures them of the safety of their personal details. Always remember to include an ‘unsubscribe’ button in all your emails for people who want to opt out.
6. Failing to monitor bounces
You need to keep track of how many people are actually receiving your newsletter. Emails could bounce due to being blocked by a spam filter, inaccurate email addresses or if the recipient has left the company. Addresses which bounce several times should be removed from the database immediately. This will ensure a higher delivery rate for your email marketing campaigns.
7. Failing to test
There are several email programs out there including Netscape, Outlook, Google, Yahoo and Eudora. There is a possibility that your email newsletter might not look the same in each of these programs. It is therefore very important to test your newsletters before sending them out to your subscribers. One of the best ways of doing this is by opening an account with several email programs and then sending the newsletter to yourself. This will enable you to identify any problems that need to be fixed before the newsletter can be sent to the entire mailing list.