Email Marketing No-Nos: What Are People’s Biggest Pet Peeves

Author: Corina Leslie

October 13, 2018

If you’re into email marketing, you probably know some of the most popular stats. You’ve heard that the return of investment is $44 for every $1 spent. You also master some of the best tactics to increase your email deliverability. But what are the things your subscribers really dislike about the marketing emails they get? We did the research for you, and today we’re sharing people’s biggest email pet peeves.

Now, if you’ve read an article or two about email marketing, you may be aware that the number one reason people unsubscribe is that they get too many emails. That has been true for a few years now.

However, a recent Adobe study shows that people’s discontent with this email marketing practice has decreased, this summer, by 5%. That may have something to do with the General Data Protection Regulation (GDPR), that the European Union enforced back in May 2018.

The Adobe Consumer Email Survey also revealed some interesting facts we could all learn from in order to create better emails. What other email marketing habits tend to annoy our subscribers? Let’s take a look!

@ Marketers not paying attention to what their customers want and need. To be more precise, 33% of the survey takers say they receive offers they’re not interested in. Behavioral marketing is most likely going to see a boost in 2019. Why? Because it’s clearly the one tactic that’s going to make a difference between bad and successful email marketing. Also, don’t forget about our article on people-based marketing – go ahead and read it to see how you can integrate it in your strategy, too!

@ Then, 22% of the people that participated in the survey said they receive offers that have already expired. How is that possible, in 2018? We’re not going to go into that now, but there’s one thing to keep in mind: marketers will have to refine their automation techniques. Otherwise, we may see much higher unsubscribe rates next year.

@ Another email marketing pet peeve the survey revealed was that 17% people rightfully get upset when marketers misspell their names.

More email marketing pet peeves

16% of the survey takes said they get annoyed when emails don’t render well on their mobiles.

17% don’t like the fact that they’re waiting too long for the images to load.

12% said poor email design bothers them.

17% dislike it when the font size is too small.

8% feel disappointed when the email doesn’t include a „Buy” button.

How can we improve our email marketing?

The Adobe survey sheds some light on the overall quality of marketing emails and puts things into a different perspective. So, how can we work on improving our email marketing campaigns? Here is what the survey responders said:

@ 37% said they would like marketing emails to be more informational and less promotional. Read here why promoting yourself less is better for your business.

@ 27% would respond better if the emails they receive would be better personalized to their interests.

The Adobe Consumer Email Survey collected this data between June 21 to June 27, 2018. The respondents were men and women between the ages of 18 to 65+. You can read a more detailed explanation of the study here.

Email validation, the key to a better email marketing

There are so many factors that determine the success of an email marketing campaign. Sure, your content is crucial, and keeping a nice balance of 80% information and 20% self-promotion helps. Then, if your content is the painting, your email design is the frame. It helps your email stand out, and your visuals can make you memorable. Also, keeping a steady sending rhythm is important, as it keeps your IP warm and it lets Email Service Providers know you’re a legitimate, trustworthy sender. But the number one factor that determines your email marketing success is your email hygiene.

What can you do for a healthier, safer email list? Exactly what you would do for your house, if it were messy: you clean it. How? By using an email validation system – that’s the fastest and most secure method to get rid of bad email addresses from your database.

Have you ever used an email validation service? How did it go?

If you’re curious to give ZeroBounce a try, you can register on our website. As soon as you confirm your account, you get 100 credits on the house to see how the system works for you. Furthermore, ZeroBounce offers an email scoring system that rates the quality of your email list. Give it a shot and let us know how it helped you!