How to Avoid the Most Common Email Marketing Mistakes

*The logo design link is largely unrelated to creating emails. Please remove and resubmit. 

Email marketing is a lot like writing, or drawing, or even singing. Not because it’s a refined art form (although it can be), or because it won’t generate income (it will), but because most people think it’s something they can easily do themselves, without tutelage, without the assistance of any email marketing software. After all, everyone can write an email. Right?

Wrong. Even if a company intends to take the DIY approach, software or the aid of a CRM (customer relationship manager) is highly recommended. Either way, checking all email marketing against this list will prevent an unaffordable marketing disaster.

1. Grammar, Spelling, Punctuation

Topping almost every list ever made about effective communication, grammar, spelling, and punctuation are especially important to effective email communication.

Here’s why: spam is widely known to contain more errors in these three areas than valid email communications. Spam generated by bots does not experience automatic spell checking like human generated messages do, and so basic corrections are never made the way they would be in a genuine email. Because of this, spam detectors that evaluate content, and recipients reading a message from an unknown source, will both assess the accuracy and effectiveness of the communication when determining its legitimacy.

If your message isn’t spam you certainly don’t want it to look like spam, so check that spelling.

2. Clandestine Emails

There’s nothing worse than receiving a message that seems—pointless. One of the fastest roads to meeting the spam blocker is to send emails that are too difficult to suss meaning from. If the purpose of an email isn’t evident almost immediately, the email isn’t being constructed properly, and customers will tire of receiving them, won’t open them, or will unsubscribe or block the address from which they are sent. That’s the kiss of death for an email marketing campaign.

3. TMI

Along the lines of #2, providing TMI (that’s: Too Much Information in text-speak) is a great way to ensure that emails are ignored. In a world of ever shortening attention-spans, it’s more important than ever to ensure messages are being delivered quickly and efficiently. Lumping more than one subject into an email (perhaps in a misguided effort to avoid spamming) is a clumsy way to communicate and is received just as poorly as spam would be.

Keep it short and sweet, and few and far between, and customers will respond positively.

4. Broken Links

Talk about a waste of everyone’s time. Going through all the effort to create an email list, a marketing campaign, a well written and grammatically correct email that is short and to the point, and then failing to check the links provided in the email; that’s a modern day marketing travesty. The devil’s in the details, after all.

5. Inconsistency

This may seem obvious: be consistent. But for a newly established or up and coming business, it’s easy to think it won’t hurt to be a work in progress. Maybe the format of the email changes from one to the next, or the way the subject is initially styled and written is altered as time passes. Maybe a month in your company gets a new logo.

Email marketing for new companies is in large part about creating brand identification and loyalty, and providing consistent communication that is valuable to customers in order to foster good will and trust. Inconsistencies in presentation, form, or even color scheme can hurt the potential for positive growth. Establishing a holistic marketing approach means creating a solid brand before hitting the send button.

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