Face it; there are a lot of emails that will never be read. Don't let yours be one of them. Here are seven deadly mistakes email marketers make.
1. Your Subject Line Is Pointless.
The first few words have to compel the reader to keep reading and open your email. If you're having a 25% off sale, lead with the words: "25% off." Don't lead with the words: "Today only, get a special, once-a-year promotion for 25% off your entire purchase."
2. Your Preview Text Wastes Space.
You've seen it; that text that previews an email's content. Too many n00b brands and some established ones waste that space with boilerplate, unsubscribe text, or other, non-essential information. This is often a remnant of the email sending service you are using. Send a test to yourself before sending the email to a group. If the preview text is not your immediate content, modify your template so that information is placed elsewhere. Preview text should always be compelling. -- mac windows, gmail, outlook, iPhone Android
3. The Top of Your Email is Legal Jargon or Boilerplate.
When your email is opened, the text at the top should get to the point quickly, reinforcing the benefit, and highlighting the call to action. Then, support it with additional details.
4. You Go On For Days.
You're not in the business of writing love letters. Get to the point. If you need to tell a long, complicated story, summarize it in the email and then have the "full story" clickable and hosted on your website. See how many people click through to the whole thing. Most people only want the summary.
5. You End on a Virtual Hanging High-Five.
So many emails end with a positive note, but fail to give a clear call to action. If you have an action you want people to take, make it obvious. Have links.
6. You Send Too Many Emails.
Aside from a select group of markets, most email marketing campaigns should send emails anywhere from once a week, to once a month. Plan your campaigns and deals ahead of time.
7. You Don't Give People Enough Time To React.
While flash sales are fine, if you're promoting things like classes, limited time services, or discounts on appointments, give people at least a week's advance notice. Tell them once, far in advance, and once, a few days before.
Jennifer L. Jacobson is a communications strategist who helps brands advance in growing industries. Her clients have been on The View, The Today Show, in TIME Magazines’s best site of the year, The New York Times, The Wall Street Journal, Popular Science, Scientific American, USA Today, and thousands more.
Jacobson Communication is a Pacific Northwest boutique public relations firm that helps startups, upstarts, and emerging brands get the attention needed to drive positive brand engagement. From sales, to biz dev, to company enrichment, you'll be surprised what better communications can do for your brand.
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