Writing good marketing emails is a craft mastered by few. Most of us are constantly working on improving our copy and strategies, and we know how much effort it takes to create a successful campaign. Sometimes, we might find the right tone and the most powerful words to express ourselves. But one little mistake can turn our subscribers away for good. Here are five things that can ruin your marketing emails, and how to avoid them.
This is one of the most serious mistakes you can make in your marketing emails. No matter how great your copy is, bad grammar will ruin it in a blink of an eye. Always edit your emails and, if possible, ask a colleague or a friend to take a look at it before you send it.
Talking too much about yourself
The most promising email marketing stat is that for every dollar spent, it returns $44. Some marketers believe they will increase their sales if they talk a lot about their business and tell people how great it is. Show, don’t tell is a principle to keep in mind when creating our marketing emails. Be useful, do your best to help, avoid exaggerated self-promotion.
Yes, we still see that happening in marketing emails: great subject line, beautiful visuals, potent copy. And links that lead nowhere. Before you click “Send,” check all the links in your campaign. Then send yourself a test email and make sure they work. It will take two minutes of your time, but it’s time well invested.
A spammy subject line
Spam filters have become so sophisticated in the last few years, that even the most innocent email can get thrown in the “Junk” folder. Words and formulas such as buy now, call free, discount, extra cash or luxury are spam triggers and will affect your email deliverability. Keep them out of your marketing emails.
Your email address is “no reply”
Unfortunately, this is still a common practice among many email marketers. It follows the old one-way communication model, which is completely outdated today, in the age of social media and live communication between brands and consumers. Sending marketing emails from such addresses is a way of telling your subscribers you don’t want to hear from them. Use your content to engage your audience and to encourage it to reply to your emails and give you precious feedback.
Final tip: Before you send your awesome campaign, make sure you run your email list through an email verification software. This way to can be assured your newsletter will reach your subscribers and accomplish its goals.