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Email marketing missteps to avoid

Like most bad habits, a lazy and aimless email marketing strategy can be tough to turn around.

Despite marketers’ opinions, familiar email marketing strategies aren’t going anywhere anytime soon.

Brand managers will continue to send out templated emails, and they’ll still hope to see increases in sales, brand loyalty and interaction.

Instead of twiddling your thumbs while you wait for a response, data from Reachmail suggest avoiding these common pitfalls to ensure success.

Here are a few highlights from the data and how to turn bad habits into positive outreach:

Write clearly, cleanly

Don’t be too cute—or confusing—with the language you choose.

Data say you should cut out the buzzwords and lingo and focus on your message.

From Reachmail’s blog:

It’s tough to strike a balance between exciting and informative, but a good subject line should strive to indicate what the email is about. Get in the habit of communicating clearly and people will appreciate you more.

Make sure your subject line matches the body text of your email copy.

[FREE DOWNLOAD: Not all staff sit at a desk all day. Here are 10 ways to reach them.]

Just as grammar pros hate dangling modifiers, consumers wince at copy that feels disconnected from its subject line.

To improve the flow—and look—of your copy, hire an editor. Doing so will make your emails look and read more professional.

Avoid “bait and switch.” Strive to be genuine with your tone and offer. An underwhelming email is preferable to a deceptive one.

Put your subscribers first

To improve results, data suggest abiding by four key rules:

1. Stop emailing people who never opted in.

2. Honor the requests of those who unsubscribe.

3. Make it easy—and painless—to unsubscribe.

4. Avoid over-emailing.

Brand loyalty is an important part of an email marketing strategy. If you leave a bad taste in subscribers’ mouths—or inboxes—their trust will diminish.

To build trust, Matt Zajechowski, senior outreach manager at Digital Third Coast, says marketers should avoid sending emails that lack authenticity or come across as spam.

He adds:

Too frequent emailing, as we all know, is terribly irritating and does little to foster a good relationship between the brand and the customer. It inches you closer towards the dreaded unsubscribe, which ends the game—and your relationship with the consumer.

Don’t bombard consumers’ inboxes with repetitive emails. Be courteous of their requests and concerns. If someone wants to be removed from your subscriber lists, have them removed—and don’t make them feel guilty about it or delay their removal.

Optimization and design

Imagery is often viewed as a necessary component of a successful marketing email.

Is it possible to overdo it?

Zajechowski thinks so:

Email marketers should note that some of their subscribers are consuming emails in a text-only format, so it’s important not to embed crucial information in images they’ll never see.

Sending emails with too many pictures and design elements can overwhelm, confuse and test consumer patience.

From Reachmail:

Emails are meant to be opened and read quickly. We’re a society on the go—make your point and make it fast. Be careful not to bury important information within images.

To reach mobile consumers, ditch lengthy sentences and quirky fonts.

Make sure your emails are easy to read on smartphones and tablets. Catering to mobile consumers will broaden your reach and increase your views and compressions.

What alternatives to email would you recommend?

HealthCareCommunication.com