What you should avoid in your Email Marketing campaigns
Posted: Tue Dec 03, 2024 10:20 am
We all know, more than enough, that Email Marketing is a highly powerful technique, which has the particularity of adapting to each user's need and taste, becoming one of the most powerful sales tools , and one of those that generates the highest ROI for the company. In addition, well executed, it helps brands to have (quality) information about their audience, allowing -in this way- to segment campaigns efficiently .
However, there is one thing we must be clear about, and that is that if we make or incur in certain errors, it can cost us dearly when analyzing the return on investment of our campaigns, given that, despite the fact that the Email Marketing technique is highly effective, it is also the opposite when we generate concern and distrust in the user.
In this way, in our article today we are going to talk to you about those aspects that you should try to avoid , at all costs, in your Email Marketing strategy, to avoid what was mentioned above.
What mistakes should we avoid making in Email Marketing?
High frequency of shipments
For the vast majority of users, the number of emails and communications sent by the brand in a short period of time is a key factor when deciding whether or not to unsubscribe from a newsletter . Thus, if we receive a newsletter every now and then that, in short, does not provide us with albania business email list much value, we may gradually become disillusioned with the brand, because it is not providing us with anything relevant. Therefore, we recommend two things: first, that you do not abuse daily or constant sending (and even less so if you have nothing interesting to tell your user), and second, that you strive to ensure that the content of your email is well-crafted and valuable, and that it does not appear to be simply a commercial list that has absolutely no love invested in it.
Too much personalization in messages
How to wish your subscribers a Merry Christmas: Examples of newsletters
Another aspect that users don't like is the excessive personalization of messages. In fact, 16% of users stated, in a study carried out by the Adweek.com website , that they are afraid of reading messages that, when read between the lines, show that they know them too much.
It's one thing for you, as a brand, to make an effort (through Big Data, AI, studies, surveys, etc.) to find personal information about your users, in order to better locate them and offer them what they really need; but it's quite another thing for you to make it obvious. Users don't like to be controlled by anyone, much less brands. Therefore, don't be so obvious in your messages, and camouflage and be discreet with personalized information so that you gain the user's trust (by offering them what they actually need), but without showing them everything you know about them.
Excessive scrolling down to find out about the content
The same study mentioned above also states that 20% of consumers admit to being annoyed by having to scroll too much in an email to be able to access the CTA, or read all the information or understand what action it is looking for them to take.
In this way, our recommendation to avoid making this mistake is to not load your newsletter with too much text, be brief and direct with your message, and in a few words, at a glance, the user understands what you are offering and what they have to do if they want to have what you are offering. In addition, we recommend that you complement this text with images (but, be careful! Images that are light and of high quality), which liven up the content of the email.
Expired or expired offers
The last mistake we want to mention, and which you should not make under any circumstances, is communicating content in your newsletter whose CTA or key message is an offer that, if the user clicks on it, has expired. What is the problem? Well, for example, you may communicate an offer that is only active for 48 hours and, for whatever reason, the user sees your email after 72 hours. If, in that case, they click on your CTA and you direct them to your site, obviously, when they want to make use of the offer, they won't be able to because it will have already expired. And, in fact, we can say that it is not the brand's fault. But you should try to avoid this type of confusion when the user accesses the email, for this, indicate, for example, the days to which the offer corresponds (beyond indicating that it lasts only for 48 hours).
However, there is one thing we must be clear about, and that is that if we make or incur in certain errors, it can cost us dearly when analyzing the return on investment of our campaigns, given that, despite the fact that the Email Marketing technique is highly effective, it is also the opposite when we generate concern and distrust in the user.
In this way, in our article today we are going to talk to you about those aspects that you should try to avoid , at all costs, in your Email Marketing strategy, to avoid what was mentioned above.
What mistakes should we avoid making in Email Marketing?
High frequency of shipments
For the vast majority of users, the number of emails and communications sent by the brand in a short period of time is a key factor when deciding whether or not to unsubscribe from a newsletter . Thus, if we receive a newsletter every now and then that, in short, does not provide us with albania business email list much value, we may gradually become disillusioned with the brand, because it is not providing us with anything relevant. Therefore, we recommend two things: first, that you do not abuse daily or constant sending (and even less so if you have nothing interesting to tell your user), and second, that you strive to ensure that the content of your email is well-crafted and valuable, and that it does not appear to be simply a commercial list that has absolutely no love invested in it.
Too much personalization in messages
How to wish your subscribers a Merry Christmas: Examples of newsletters
Another aspect that users don't like is the excessive personalization of messages. In fact, 16% of users stated, in a study carried out by the Adweek.com website , that they are afraid of reading messages that, when read between the lines, show that they know them too much.
It's one thing for you, as a brand, to make an effort (through Big Data, AI, studies, surveys, etc.) to find personal information about your users, in order to better locate them and offer them what they really need; but it's quite another thing for you to make it obvious. Users don't like to be controlled by anyone, much less brands. Therefore, don't be so obvious in your messages, and camouflage and be discreet with personalized information so that you gain the user's trust (by offering them what they actually need), but without showing them everything you know about them.
Excessive scrolling down to find out about the content
The same study mentioned above also states that 20% of consumers admit to being annoyed by having to scroll too much in an email to be able to access the CTA, or read all the information or understand what action it is looking for them to take.
In this way, our recommendation to avoid making this mistake is to not load your newsletter with too much text, be brief and direct with your message, and in a few words, at a glance, the user understands what you are offering and what they have to do if they want to have what you are offering. In addition, we recommend that you complement this text with images (but, be careful! Images that are light and of high quality), which liven up the content of the email.
Expired or expired offers
The last mistake we want to mention, and which you should not make under any circumstances, is communicating content in your newsletter whose CTA or key message is an offer that, if the user clicks on it, has expired. What is the problem? Well, for example, you may communicate an offer that is only active for 48 hours and, for whatever reason, the user sees your email after 72 hours. If, in that case, they click on your CTA and you direct them to your site, obviously, when they want to make use of the offer, they won't be able to because it will have already expired. And, in fact, we can say that it is not the brand's fault. But you should try to avoid this type of confusion when the user accesses the email, for this, indicate, for example, the days to which the offer corresponds (beyond indicating that it lasts only for 48 hours).