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    Maximizing Your Email Marketing Success

    Maximizing Your Email Marketing Success

    Email marketing is a powerful tool for businesses to reach their audience, build relationships, and drive revenue. But to harness its full potential, you must contend with the most common email marketing mistakes. These errors can sabotage your efforts, waste resources and damage your brand’s reputation. Let’s look at actions that rectify these common mistakes to ensure your email marketing campaigns deliver exceptional engagement and a vigorous return on investment (ROI). 

    Build a Quality Email List 

    A high-quality email list is the foundation of any successful email marketing campaign. Common mistakes include buying lists, neglecting to clean your list and failing to segment it properly. Consider list building, list cleaning and segmentation to get the most from your list efforts. 

    Instead of buying lists, focus on organic growth. Use opt-in forms on your website, social media and other channels to collect email addresses from individuals genuinely interested in your content or products. Trust us on this one. People are happy to connect with businesses, products and services they respect and value. 

    Quality email lists are essential for successful campaigns.

    Also, a regular clean of your list to remove invalid or inactive addresses is time well-spent. Tools like email verification can help you maintain a healthy list. 

    Always segment your list(s). Group your subscribers based on demographics, psychographics/behavior and preferences. Segmentation allows for personalized content, increasing engagement and conversion rates. 

    Personalize and Be Relevant 

    Sending generic, one-size-fits-all emails is a surefire way to disengage your audience. To combat this mistake, address subscribers by their first name and tailor your content to their interests and behaviors. We can’t overstate this aspect of effective email marketing. 

    “Both the subject line and the body of an email can be personalized at different levels depending on the number of personal attributes inserted in the message. The “best level” of personalization which adds value without being perceived by the individual as “creepy” and as an attempt to manipulate has yet to be identified,” according to a research article for Digital Business journal. “On one hand, higher levels of personalization, identified as including the highest number of personal references, are shown to perform the best. On the other hand, identify emails with high distinctiveness to be only equal to, not higher than, low distinctiveness messages in terms of click-throughs.” 

    From our experience, we recommend sticking with the higher level of personalization. 

    And, of course, make your emails relevant. Send emails with value and meaning to the recipients. Understand your audience’s pain points and provide paths to mitigate that pain. 

    Optimize for Mobile 

    With most email opens occurring on mobile devices, not optimizing for mobile is a serious mistake.  

    “We’re almost at the official tipping point in 2023 where mobile surpasses desktop, and HubSpot found that 46 percent of all email opens now occur on mobile. Every time you push ‘send,’ you can expect nearly half of all recipients to open it on a mobile device. This clearly shows the importance of creating mobile-friendly emails, and it’s something that leading e-commerce brands are doing,” according to marketing automation platform Drip. “It’s also worth mentioning that more people open mobile emails on an iPhone than any other device at 28.4 percent, which is followed by an iPad at 9.3 percent and Google Android at 2.3 percent. This is something to keep in mind when you’re optimizing for screen size.”  

    Mobile optimization is crucial due to high mobile email opens.

    Consider responsive design with all your emails. Ensure that your email templates work and look like you want them to on all screen sizes. Also, keep your subject lines and email content concise, as mobile users have shorter attention spans, but not as short as the myth around goldfish attentiveness

    Embrace A/B Testing 

    Without testing, you won’t know what’s working and what isn’t. To avoid this mistake regularly test different subject lines, content, CTAs and send times to understand what resonates best with your audience. It seems like extra effort, and it is, but it’s one that pays off.  

    “If you change multiple elements across multiple emails, you can’t isolate which changes account for which improvements (or reductions) in performance. If you change one element, but don’t split test by comparing it to a control group (randomized recipients from the same list receiving an unchanged email), then you won’t know whether a shift in performance can really be attributed to the change in your email,” according to online automation tool Zapier. “A/B testing allows you to identify specific improvements, so you can apply them across the board, learn from them and continue to hone your campaigns.” 

    Use the insights gained from A/B tests to make data-driven decisions and continuously improve your email marketing strategy. 

    Be Sharp with Your Timing 

    Sending emails at the wrong time can result in your messages getting lost in the recipient’s inbox. Make sure you analyze data and use it to identify when your subscribers are most active and likely to open emails. (All credible email marketing providers, including MailChimp, HubSpot and Brevo, have guidelines for users to interpret data, much like these from Constant Contact.) 

    Timing and time zones matter in email delivery.

    Remember to consider time zones. Take time zones into account to ensure your emails arrive when they are most likely to be seen—and have relevant headlines and content. If you offer a flash sale, or “Today Only” promotion, and you haven’t accounted for when your customers’ days start and end, you’ll get some pushback.  

    Polish Your Subject Lines 

    Your subject lines are the first thing recipients see. If they’re not compelling, your emails may go unopened. The obvious advice is to craft clear and concise subject lines that entice readers to open your email. How do you know if you’re doing that? Test them. 

    According to email marketing software company MooseEnd, most headline testing tools help users test for the following—all of which can be dealbreakers in a headline: 

    1. Spammy words: Detect words likely to transfer your email to spam, such as 100% free, urgent, buy now, etc. 
    2. Word count: Testers suggest the optimal character length to optimize your subject line for all devices. 
    3. Sentiment: It explains the emotional effect of the subject line on the audience through powerful words and emojis. 
    4. Preview: Some testers show how the subject line appears on different devices to ensure maximal results. 

    Refrain from using spammy words and symbols that might trigger email filters. According to this fun little take on the edible Spam, many people remain fans of spam, but not the email kind. 

    Don’t Neglect Email Previews 

    Email clients often display a preview snippet of the email’s content. Neglecting this can lead to lost opportunities. Remember to craft a compelling preview that complements the subject line and encourages users to open the email and test it on multiple devices. Ensure that your previews look good everywhere you want it to go, or you may suffer from “send fear”.  

    Be Attentive to Analytics and Engagement 

    Failing to track and analyze email marketing metrics is a common mistake. Track key metrics, including open rates, click-through rates, conversion rates and unsubscribe rates. Use analytics tools to gain insights, such as these from MailJet. Connect email campaigns to specific goals, such as product purchases or sign-ups, and track conversion rates and the ROI of each campaign. 

    RELATED: Deeper Email Analytics for Building Product Marketers

    Segment your list based on engagement levels and send re-engagement campaigns to inactive subscribers. Use interactive elements such as polls, surveys and dynamic content to encourage user engagement. 

    Include a Clear Call to Action (CTA) 

    Without a clear CTA, your subscribers may not know what action to take. To avoid this mistake, make your CTAs visually prominent and easy to identify. Use persuasive and action-oriented language in your CTAs, telling subscribers what you want them to do (we love those imperatives!). For more tips, go here

    Lack of Diversification 

    Sending the same type of content repeatedly can lead to email fatigue. Vary your content types, such as newsletters, product updates, educational content and promotional offers. 

    If you don’t think you can keep track of the variation, create a content calendar to ensure a diverse and consistent email schedule. 

    Compliance and Privacy 

    Failing to comply with email marketing regulations can lead to legal trouble and a tarnished reputation. Do not be this emailer. Hard stop. Always obtain explicit consent/permission before adding someone to your email list. Also include a visible and functional unsubscribe link to comply with laws like the CAN-SPAM RULE

    Effective email marketing requires a strategic approach, continuous learning and the ability to resist and contend with common mistakes. By building a high-quality email list, personalizing content, optimizing for mobile and following best practices, you can enhance your email marketing efforts.  

    RELATED: Apple’s New Mail Privacy Protection: Good or Bad for Marketers?

    Regularly test, analyze and adapt your strategy, all while complying with regulations, and you will maximize engagement and ROI. Remember that email marketing is an ongoing process and staying up to date with industry trends and consumer preferences is key to long-term success. 

    If you’d like some guidance on how to optimize your email marketing strategy, call or email us. Let’s talk.  


    FAQs

    What is the foundation of a successful email marketing campaign?

    A high-quality email list is the foundation of a successful email marketing campaign.

    How should you build a quality email list?

    Focus on organic growth by using opt-in forms and regularly clean and segment your list.

    Why is personalization important in email marketing?

    Personalization increases engagement and conversion rates by addressing subscribers by their first name and tailoring content to their interests and behaviors.

    What is the significance of optimizing emails for mobile?

    With most email opens on mobile devices, it’s crucial to use responsive design and concise content for mobile users.

    Why is A/B testing important in email marketing?

    A/B testing helps you identify what resonates best with your audience and allows you to make data-driven improvements to your strategy.

    How can you ensure your emails are sent at the right time?

    Analyze data to identify when your subscribers are most active, consider time zones, and craft relevant headlines and content.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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