Are you making these 4 email mistakes?
We’ve all been there; it’s the start of the day and you’re on your way to work. As you’ve got a bit of spare time, you decide to check emails on your phone – only to find hundreds in your inbox. Question is – which ones do you bother to open? Some may sound quite tempting from the subject line, only to find they’re not relevant to you when you click into the content, some may be non-relevant from the get-go and you’ll probably give up and delete others when you need to expand/reduce the screen size to make sense of it on your mobile.
Here are the four most common mistakes in your emails:
1.Sending to Everybody and Anybody
Sending an email to a mass audience hoping for the best simply doesn’t work. If you’ve got a new email subscriber and they’ve opted in for a monthly educational email, don’t start sending them weekly promo emails. If anything, this will push them to unsubscribe as they’ll find it as more of an annoyance and a waste of time.
To send relevant emails:
• Define your audience
• Split email list into targeted segments
• Update database regularly
2.Poor Subject Lines
69% of email recipients will determine whether they’ll open an email simply by the subject line. Lengthy subject lines, using capital letters, misleading information, overused exclamation marks and grammatical and spelling errors are all a big no-no!
To create winning subject lines:
• Keep subject lines to 50 characters or less
• Sparingly create a sense of urgency that leads subscribers to ‘act now’
• Avoid spam trigger words such as ‘free’, ‘help’, ‘% off’ and ‘reminder’
• Test subject lines
3.Not Analysing Email Performance
Creating an email can take an hour or more to complete. If you’re spending time creating a visually appealing email that isn’t actually delivering results, then it’s something that shouldn’t be repeated. When you send an email out, you’re most likely to have a goal in mind, whether it’s to generate more leads, convert existing leads to customers or grow a subscriber database etc. With these goals in mind, you should be analysing the outcome on a regular basis to track effectiveness.
Analyse regularly using these metrics below:
• Click-through rates (% of email recipients who clicked on one or more links contained in the email)
• Conversion rates (% of email recipients who clicked on a link within an email and completed a desired action, such as filling out a ‘free trial’ form, subscribing to a blog etc)
• Bounce rates (% of total emails sent that couldn’t be successfully delivered to the recipient’s inbox)
The importance of optimising emails for mobile shouldn’t be underestimated. In 2015, more than 53% of emails were opened on a mobile device. Those that open an email on a mobile and have to expand/squint or stretch the screen can prove too much effort and will simply find its way into the deleted folder.
To make sure your emails are mobile friendly:
• Use a single-column template
• Keep your email under 600px wide
• Use a large font, use smaller images
• Avoid menu bars and
• Test on multiple devices
Customer Focus provides business management software that seamlessly integrates with email service provider, Constant Contact. Create beautiful emails whilst syncing contact data to and from both systems. Find out more about our integration here.
Sources: Constant Contact, Digital Marketer, Copy Blogger