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By: Mallory Bowers
Email marketing is a great way to promote your business, but there are a few practices you'll want to steer clear of in order to be successful. These are fairly common mistakes that can make the difference between someone reading your email, sending it directly to the spam folder, or worse, getting a negative impression of your business. You can avoid some of the biggest email marketing blunders by following these simple rules.
1. Don't send out too many emails.
No one likes to be bombarded over and over again with emails from the same company. Not only is it annoying for the recipient, you will probably be flagged as spam. Be sure to keep your email marketing on a reasonable schedule.
2. Don't send vague emails.
Avoid a general, non-specific subject line. People are busy and on the move, and you need to grab their interest quickly. Make sure your subject line states exactly what the email is about. For example, instead of saying "Latest News From XYZ", say "XYZ Adds Technology Wing, Self-Guided Tour Details Inside".
3. Avoid content that doesn't get to the point.
Don't bore your readers with long, rambling emails. Keep in mind that a large portion of your audience will be reading your email on their mobile device. No matter where they are reading it, you need to respect the fact that their time is valuable. Make sure you:
4. Don't make it difficult to unsubscribe from your email list.
Make the unsubscribe button obvious and easy to use. It annoys people when they have to hunt through the fine print in order to stop hearing from you. Have a clear "Unsubscribe Here" button for people to opt-out. People choose to leave for a variety of reasons, don't be a nuisance by making it difficult to unsubscribe.
5. Don't send out emails with mistakes in them.
Take the time to go over your emails with a fine tooth comb. Nothing is worse than the sinking feeling of realizing you sent out an email to your large contact list with a typo in it. It is a great idea to have several people proofreading your email to catch any and all mistakes. Send out a test email to several members of your staff to check for grammatical errors, spelling, and punctuation. In addition, make sure all links are working and preferably opening in a new tab.
6. Don't wait too long between emails.
On the opposite end of the spectrum from sending too many emails, you also do not want to send out too few. Keep your customers, clients, and supporters engaged by sending emails on a regular schedule, whether it's daily, weekly, bi-weekly, or monthly. Don't let your readers forget about you by sending out emails too infrequently.
7. Do not send emails to people who didn't opt in.
Although we saved this rule for last, it really is the most important. Do not send emails to anyone who hasn't opted-in to your email list. First, it is against the law according to the CAN-SPAM Act. Second, it gives people a negative feeling about your brand. Third, you will have a high unsubscribe rate, which will negatively impact your future email campaigns. Make sure you build your email lists organically and never send out unsolicited emails.