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Costly Email Mistakes

Costly Email Mistakes

When an email campaign is designed and executed well, it can bring more subscribers and revenue than targeted. If executed poorly, it will get terrible results and anger among recipients and not forget to answer your boss’s innumerable questions.

Outlook – best free email SaaS

Outlook is the most used email client, so it shouldn’t be ignored, especially the Outlook Junk Filter. But many companies do not spare time to learn about keywords and symbols with the default filter searches.

Some of the common words and symbols, which are also the most widely used, used for filtering the email as spam are ‘free’ and exclamation marks at the end of the subject line. But the word ‘free’ does not always arouse suspicion as many legitimate email marketers think. It can be used correctly and in context with shipping or sample, etc. 

Nobody can disagree that it is still the most effective email offer. So the key here is to know the words and how to use them so that the email does not get caught by a spam or bulk mail filters. 

Quality costs money

Indeed, quality costs money, which also applies to email marketing. 

Some marketers say that even a low-cost email list delivers a good turnover, but experts advise that a more expensive list produces even bigger returns because of high quality. Another point to be noted here is that you are harming your brand when mailing to an inferior quality list.

The subject lines of eNewsletters must not be meaningless

Examples are ‘SE Update #101’, ‘Career Journal Today’ and ‘eClub Newsletter’. 

These subject lines say nothing at all when the subject line’s purpose is to entice the recipient to open the email. 

Things such as issue numbers and words saying that this email is a newsletter are of no value; instead, they should include information that will grab readers’ attention. 

Target links – Things to note

A target link that will work in one email client won’t work in another. 

For example, if it was mentioned ‘AB Company’ in the “from” line, it will be displayed as ‘marketing@ABCompany’ in the AOL email client. If it is written ‘Order by Sunday for Free Shipping and Arrival by Nov 28’ in the subject line, AOL will render it as ‘Order by Sunday for Free Shipping and Arrival by Nov’. 

Some part of the message is missing, or the content is manipulated. So such variables must be tested in different email clients, and if not, it will have a significant impact on the email results. 

The ease of email marketing compared to other marketing is the immediacy of testing. If variables aren’t tested regularly, the medium is not used correctly. 

Successive and regular testing not only builds but refines results

Many marketers like to test on the rented list but wouldn’t mail significant numbers to the best performing email lists. 

It is understood that the email campaign is successful when it promotes a compelling offer. Compelling does not mean that the offer should be ‘free’ or ‘50% off’, but it should be of value and relevant to the reader. 

The lists must be segmented, and the offers made must be more relevant to the recipient’s needs, behaviour and interest. When lists are being rendered, the most appropriate ones must be selected, and the offer must be developed upon the targeted audience’s needs. 

Email technical issues and how to fix

Some of the top email clients have emerged as significant challenges for customer-oriented marketers. The biggest mistake is not monitoring the results by ISP or domain. Every ISP has its issue that needs immediate addressing, such as HTML compatibility issues, spam, blocklisting, volume-based filters, etc. The problem is not known until it is discovered.

Everyone is becoming search engine optimized

The key to reaching the top ranking on top search engines is search engine optimized content. Since eNewsletters are the best content sources, they must be optimized by including various keywords to increase rankings. 

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