There are a lot of things to keep in mind when creating newsletters and email campaigns, which is why we often see the same mistakes in campaigns. We have selected some of them to see if you can avoid them!
What to avoid when creating newsletters
Send the same email to the entire database
Splitting your contacts into segments and customizing content to each group will increase both the Open rate and the Click rate of your emails. The user prefers to read something that interests him rather than a generic email that is sent to the entire database and is likely to address only a fraction of your contacts. So, segment your contacts and send them the content they want.
Wrong sender selected
When you receive an email from someone you don't know or a 'do not reply' pop-up, you certainly don't want to open the message. Therefore, choosing a suitable sender is essential. We recommend that you include the name of a specific person or append a business name to make it clear where the email comes from. It's better to read a message from a person than a bulk email address!
Not customizing the appearance of mobile devices
According to current data, over 43% of emails open on mobile devices and this share continues to increase. Although mobile conversion rates may not be so high, it's important to keep in mind that a user can read the email for the first time on their mobile and then return to it later on their computer. He will only do this if he sees the email on his mobile correctly and legibly. Therefore, test your campaigns before they're sent live not only on different mailboxes, but also on different devices.
Missing email added value
It is not necessary to promote discounted products or attach a discount code to each email, but it is good if the email has value and users enjoy reading it. You can bet on content that entertains users, education where added value is interesting information for users or personalization of e-mail depending on what users are interested in.
With each email you send, you should know what its goal is. Whether it is to increase sales of specific products, increase traffic to your site, or ensure that your articles are more readable, the user should be encouraged to take action. If there is no CTA e-mail, then the patron will not be active and the e-mail sent will not fulfill its purpose. That's why it's always a good idea to set a campaign-specific goal and customize your CTA, or promote it to Call to Value, showing the customer the added value and value of their action.
Too many calls to action
On the other hand, you should not overload the user with too many buttons, prompts, and links. Where to click when each paragraph wants something different from the user? The basis of success is to keep the concept clear and simple so that the user knows what the purpose of the message is and takes it where it needs to.
Not enough interesting subject
Although the subject field is often overrated, it must not be removed. Writing a non-saying subject that looks just like a sales offer without distinguishing it from other emails won't work. The subject is like the headline of the article, the user's first contact with your message, so it is good to be urgent, original, at first glance interesting to the reader and show why one should click through and read on.
Sending to an outdated database
Cleaning and maintaining a database without contacts that are not interested in you do not read and do not click through your emails, saving you money and time. By excluding users who have not shown interest in your products or services in recent months or years, you will improve overall engagement and send marketing content to those who want to read and enjoy your emails.
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