Creating a successful email campaign is not always easy. Often, small mistakes can harm efficiency of your messages and satisfaction of your recipients. Here is an overview of common mistakes that can be found in email campaigns, as well as some tips for avoiding them.
Bad segmentation of the contact list
One of the most crucial aspects of an effective email campaign is segmentation from your contact list. If you don’t segment correctly, your posts may be off-topic for many subscribers.
Why is segmentation important?
Segmentation allows you to communicate effectively through email by sending personalized messages that meet the specific needs of each contact group. Without a suitable segmentation strategy, your communications may seem generic or inappropriate.
For example, sending promotions on children’s products to adults without children could lower your open rates and increase unsubscribes.
How to segment correctly?
To segment well, start by analyzing demographic (age, gender, location) and behavioral (purchase history, interactions with your emails) data. By grouping your contacts into relevant segments, you can adapt your message to their expectations and increase your conversion rate.
Using analytics tools to understand your subscriber behavior can also help refine your segments. Don’t hesitate to regularly adjust your segments to keep them relevant.
Ignore email subject
The subject line of the email is often overlooked, even though it is one of the key elements in ensuring your email is opened. An unattractive or poorly designed subject line can lead your email straight to the trash.
What are the pitfalls to avoid?
Avoid objects that are too long or misleading. A subject line that is too long could be truncated in some inboxes, while a misleading subject line could frustrate the reader and increase unsubscribes.
Also, don’t use exaggerated capitalization or excessive punctuation such as “!!!”, as this can come across as spammy and reduce the credibility of your campaign.
How to write catchy subject lines?
To write catchy subject lines, be clear and precise about the content of your email. Using strong, engaging words can also capture your readers’ attention. For example, prefer “Discover our new summer arrivals” rather than “New arrivals in our store”.
Don’t hesitate to test several variations of objects with A/B testing to see which version works best with your audience. This allows you to adjust your future campaigns and maximize their effectiveness.
Do not personalize emails
Sending non-personalized emails gives the impression of mass communication that can put off your recipients. Personalization is key to establishing a more intimate and authentic connection with them.
The benefits of personalization
Personalizing your emails means going beyond just adding the first name in the message. Make content relevant to each recipient to show that you understand and appreciate their specific needs.
This might include product recommendations based on previous purchases or special offers tailored to their preferences. Personalized content increases engagement and builds loyalty with your customers.
Simple personalization techniques
Use the data you have to personalize your emails. Integrate variables like first name, product preferences and even last visit to your website to create very specific content.
Also track recent behaviors like clicks or purchases to send emails directly related to those actions. This shows your subscribers that their interactions are monitored and valued.
Send too frequently or not enough
Send frequency can play a crucial role in the success of your email campaigns. Sending too many emails can be perceived as spam, while a low frequency risks your brand being forgotten.
Problems related to high frequency
If you send emails too frequently, there is a high risk that your subscribers will feel overwhelmed by the volume of emails received and end up unsubscribing. Additionally, it could cause inbox saturation, making your emails less visible.
In general, adjust the frequency of your campaigns according to the expectations and behaviors of your subscribers.
Finding the right balance
Strategically plan your mailings, taking into account special occasions and customer behaviors. For example, if your customers are more active on weekends, schedule your campaigns accordingly.
Do not hesitate to solicit the preferences of your subscribers directly via surveys. Ask them how often they want to receive news to better tailor your mailings and maintain optimal engagement.
Not optimizing emails for mobile
With more and more people opening their emails from a mobile device, neglecting this point can seriously affect the engagement and readability of your messages.
Consequences of an unoptimized email
An email that is not optimized for mobile can appear messy on a small screen. This makes it difficult to read and can dissuade the recipient from reading your entire message, or even clicking on your links or calls to action.
Images that are not resized, text that is too small and buttons that are difficult to click are all obstacles that can ruin the user experience and reduce the effectiveness of your campaigns.
Tips for successful mobile optimization
Make sure your emails are designed with a responsive template. This means that the content automatically adapts to different screen sizes. Use fonts large enough to be easily read on a smartphone and make sure your images fit properly.
Also consider simplifying your designs. Eliminate unnecessary elements that can clutter the display on mobile. Prefer call-to-action buttons that are appropriately sized and easily clickable even on small touchscreens.
Forgetting the test before sending
Lack of testing before the campaign actually sends can lead to embarrassing errors that could have been avoided. This step is crucial to ensure everything works correctly.
The risks of omitting tests
Sending an email with broken links, typos, or images that don’t load can quickly render your communication ineffective and reflect poorly on your brand. Testing helps avoid these problems by identifying and correcting errors in advance.
On the other hand, tests allow you to check the visual and technical consistency of your email on different devices and email clients. This way, you ensure that your email appears correctly everywhere.
Recommended testing processes
Before sending your campaign to your entire list, always send a test email to yourself and a few colleagues. Carefully review all links, check formatting, and proofread content for any errors.
Also use dedicated tools to perform in-depth tests. Some services allow you to view how your email appears across various devices and email clients to identify any inconsistencies and make adjustments as necessary.
List of main mistakes to avoid
- Bad segmentation from the contact list
- Ignore object from the email
- Do not personalize emails
- Send too frequently or not enough
- Do not optimize mobile emails
- Forget the test before sending
In summary, to succeed in your email campaigns, avoid common mistakes and apply the good practices mentioned above. A thoughtful and careful approach will allow you to maximize the effectiveness of your messages and maintain a high level of engagement with your subscribers.
