Advice on successful email marketing campaigns abound online. Yet, even with all of the available help, such as software offered by Hubspot, many marketers still make email marketing mistakes that could cost them click-throughs. These mistakes are not minor spelling and grammatical errors; they are details that may make the recipient write the email off as yet more spam to be ignored, or even deleted. While not every email must be precisely the same in approach or format, there are some guidelines that, if considered for all campaigns, could result in tangible inbound marketing results.
The Clickbait-esque Subject Line
It is true that clickbait articles still exist because people continue to click on them. There is a difference, however, between the morbid curiosity that leads them through the link to, “The Cure for Cancer Comes from the Most Disgusting Place,” and the genuine interest that leads them to open your marketing email. When the “cure for cancer” turns out to be nothing of the sort, they are not generally disappointed because, on some level, they expect that result. However, if your subject line makes promises that are not kept in the body of the email, you could lose your recipient’s trust, which could lead your future emails to their spam folders.
To maintain that sense of trust between you and your recipients, you must find the balance between the intriguing subject line and the honest one. It is not always an easy thing to do, but it is arguably better to be honest and risk a few unopened emails, or lose some click-throughs, than to become notorious for clickbait-esque marketing emails.
The Unreliable Email Address
Yet another detail that makes recipients wary is the unknown email address, or the “no-reply” address. There are two primary reasons why this could negatively affect your relationship with recipients:
- It appears to some as an unknown sender, which people have learned not to trust in this age of internet security concerns.
- It may not appeal to those who prefer the easy method of communication—replying to the email.
Email security is a significant concern for all internet users. From private celebrity photos, to Target credit card hacking, to identity theft, the risk of invasion and viruses is very real to many, and becoming more so to those who haven’t yet experienced it. So, when email users see an email and don’t recognize the name on the address, many will avoid it altogether. Even if the company’s name is attached, they cannot be certain of the origin; scammers and hackers know how to manipulate email addresses and make them seem very convincing.
Additionally, if your email does interest your recipients, they may want to respond. Inviting responses is a useful tool for inbound marketing. Utilizing the “no-reply” email prevents people from one of the simplest, long-standing parts of email communication. Even if you include a method for replying in the body, there may be some who will be turned off by the extra work. In fact, a few might not fully understand that they cannot reply, or may miss that instruction, and try to hit “reply,” anyway.
Use an email address that not only appears recognizable to people, but that offers some sort of easy-reply feature. Your recipients are more likely to trust the email’s source and click, and they will feel more connected when they can easily respond.
The Useless Email
Content and connection are essential aspects of marketing, and of business relationships in general. The more you put out, the easier it is for others to find you and connect. However, that does not mean that all content is good content. Email marketing campaigns should serve a purpose; more specifically, they should hold something of potential value for the recipient.
The useless email says nothing of real importance. So, people don’t click through, or they ignore it. Over time, they may begin to lose trust that emails coming from your company provide anything useful and decide to unsubscribe. Content that drives click-throughs and leads offers items like the following:
- An upcoming event or feature that the recipient may find relevant.
- An offer, such as a discount, bonus, or other financial incentive.
- An important release.
- News specifically relevant to the individual.
This is also where carefully selecting email recipients comes in. If you’re opening a new facility in Texas and making offers there, you probably don’t want to send those emails to your clients in New York. It simply wouldn’t be relevant to them. Segmenting your client email database can be an important part of a successful email marketing campaign.
As you go about your next email campaign, keep these tips in mind. Create subject lines that draw people in, but that are also relevant to the body of content. Use an email account that not only appears trustworthy, but that allows your clients to communicate with you in return, too. Limit your email campaigns to relevant, useful information for specific parties.
Overall, content alone is not essential; valuable content is what matters.
Erin is a freelance writer and editor. She has written and edited different types of content for a wide variety of clients. She has also taken part in marketing initiatives as a writer for B2B and B2C clients. She has experience with social media in both a professional and personal capacity, including Tumblr, Twitter, Facebook, LinkedIn, and more.