Avoiding common pitfalls in email marketing campaigns

Intro

Although anyone can perform an email marketing campaign, there are some pitfalls that you need to be aware of to make your campaign a success. After all, you want good returns on your investment in the campaign. The article will address some of the common pitfalls that would negatively affect your open and click-through rates.

 

Attractive email headline

When people read their emails, they will usually scan the subject of the emails to quickly decide if they should read it, trash it or keep for later. This is where having an attractive email headline is important to grab their attention and make them want to click into the email to read more. If you don’t have an attention-grabbing subject, chances are your email will never get read in today’s inbox where there are hundreds of new emails coming in daily.

 

Infographics

If you’re trying to sell your product or service to someone, a picture does paint a thousand words. Why try describing a product or service when you can easily show them a product picture or a flow chart of your service. Using these can help increase click-through rates for sure.

 

Call-to-Action

Call-to-Action is a great way to prompt the readers to take another step and click on a button or an image with a link to visit your website. With the right button or image, you will dramatically increase your website visitors as your readers will sub-consciously want to click on that button or image. This will translate into more revenue for you.

 

Mailing list segmentation

Within a large mailing list, there are bound to be folks with very different interests. That’s why learning what interest your readers is key to a mailing list segmentation. Categorize their interests into a few broad categories and there you have your segmentation. Tailor your email content accordingly for readers in each category.

 

Mailing list validation

When you operate a mailing list for a long period of time, you will notice your open rate decreasing or your bounce rate increasing. This is usually due to the users changing their email addresses without updating their subscriptions with your list. Free emails that are not used for a while will be disabled by the providers and later turned into spam traps. Therefore, it’s vital that you clean your mailing list regularly with a service like MailboxValidator so that when you send out your campaign, your email actually reach your intended recipients.

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