A compelling email marketing strategy is essential for any business looking to connect with their target audience and drive conversions or leads. That’s why it’s important to ensure that your email campaigns are effective and engaging to avoid common email marketing mistakes that can hinder your success.  

The Ardent team are no strangers to what makes a successful email marketing campaign and we’re on hand to help you avoid these seven common email marketing errors.

1. Not verifying your domain  

When you send emails, mailbox providers (such as Gmail, Outlook, AOL, and Yahoo) need to identify whether the message is a legitimate email sent from the email of the owner of the domain name or email address or a forged email sent by a spammer or phisher. This includes emails sent from trusted email marketing platforms.

2. Not segmenting your email list 

One of the most significant oversights we see is clients not segmenting their email list. Sending the same email to your entire list can lead to low engagement rates and a high number of unsubscribe actions. 

Instead, segment your list based on factors such as demographics, interests, and if relevant past purchase behaviour. This way, you can send targeted emails to each group, resulting in higher open and click rates.  

3. Not optimising for the majority devices 

Did you know more than 50% of emails are opened on mobile devices? This makes it crucial to ensure your emails are optimized for mobile viewing.  

To do this, test your emails on different devices and email providers (e.g. Outlook, Gmail, Apple Mail) to ensure they display properly. Also, use responsive email templates that adjust to the size of the screen to improve your email’s readability. 

4. Failing to personalise your emails 

Emails that include personalisation in the subject line are 26% more likely to be opened! Personalised emails can also help increase engagement rates and build trust with your subscribers.  Use data such as their name, location, or past purchase history to personalise your emails. Personalised subject lines can also increase open rates, so use this tactic to grab your audience’s attention. 

5. Not including a clear call-to-action 

Every email should have a clear call-to-action that tells your audience what you want them to do next. Whether it’s to visit your website, make a purchase, or sign up for a free trial, make it clear and easy for them to take action. Use actionable language, and ensure your CTA stands out in your email. 

6. Neglecting to test your emails 

Always test your emails before sending them to your entire list. Check for broken links, images that don’t display properly, and formatting issues to ensure your emails look and function as intended. 

Testing your emails can help you avoid embarrassing errors and improve your engagement rates. As best practice we often have a control group that allows us to send the test to a few trusted people to act as quality control. Emails can even look completely different depending on the email provider, and for that reason it’s a great process to have in place to ensure consistency.  

We often refer to the send button as the BIG RED BUTTON, once you send it out you can’t take it back! If a mistake happens, and you send out a campaign with a mistake, don’t panic! Ardent can provide strategic recommendations to rectify any errors with your audience.  

7. Choosing the Wrong Platforms  

The Ardent team has experience working across a range of email marketing platforms, from ActiveCampaign, HubSpot, MailChimp, Klaviyo to Salesforce and the platform that will work best for your business will vary depending on your company goals.  

Ardent is an ActiveCampaign Agency Partner and is our preferred platform due to its automation capability, integration, and CRM tools. However, if you are a smaller organisation with a straightforward email marketing strategy there are other platforms that may be better suited. Likewise, if your email marketing platform cannot keep up with your strategy, it may be time to explore other options.  

Ready to begin or scale your email marketing journey?  

Remember that your email campaigns should add value to your subscribers, so always focus on providing useful information, engaging content, and personalised experiences. By avoiding these email marketing mistakes, you can take your email marketing campaigns to the next level and drive success for your business. 

If you need help, get in touch with Ardent’s in-house team of email marketing experts who are best placed to talk all things email!  

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