Infographic Emailing: 7 classic mistakes to avoid
Are you sending or planning to send marketing emails for your business?
So you absolutely must know these 7 all-too-common mistakes that risk causing you to lose money, time and subscribers. For your newsletter to become an effective conversion tool, avoid reproducing them!
Find our infographic below which summarizes the essential information from this article. Click on it to see it bigger!
1. Do not segment your database
For a long time, marketing strategies have been based on a simple idea: the more people you reach, the more you earn. And it was true.
Consumers are bombarded with advertising HE Tuber messages every day and pay less and less attention to messages, especially if they do not feel concerned.
In recent years, we have turned to one-to-one, much more personalized strategies. And this involves database segmentation.
When emailing, remember to sort your contacts, gathering as much information about them as possible, in order to target your campaigns precisely.
The idea is to always send campaigns that match the expectations and profiles of your recipients.
If you don't do this, you risk being declared a spammer, receiving complaints and damaging your deliverability, not to mention your brand image...
2. Not managing unsubscribes
This is probably one of the major emailing mistakes and the most damaging for the sender.
From a legal point of view, you are obliged to place a link in your email allowing your recipients to unsubscribe from your database.
But the most important thing is to take these un subscriptions into account. There are still advertisers today who do not allow their contacts to unsubscribe.
This type of practice can have many very harmful effects for your business:
A brand image tarnished by word of mouth, “bad buzz” on social networks and discussions on forums
A deterioration of your sender reputation: in fact, if your recipients declare you as a spammer or complain about your actions to their email provider, your deliverability will be impacted.
This means that your future campaigns will arrive more and more often in your contacts' “spam” box.
This means that your future campaigns will arrive more and more often in your contacts' “spam” box.
A significant loss of money: your email campaigns will lose profitability. You will pay shipping costs for nothing, lose traffic to your site and end up damaging your notoriety on the web.
3. Use Outlook, Gmail…
o me may recognize themselves here. We have often seen small businesses with fairly small databases send their email campaigns by hand in packets of 100, via Outlook or other email service.
This practice should be banned. Today there are many perfectly suited to like to allow them to send real professional campaigns.
A service like Outlook is not capable of correctly routing mass emails. It does not manage NPAI or unsubs cri t i o ns, does not allow you to create aesthetic and responsive newsletters… And above all, you cannot obtain post-campaign statistical feedback.
So in addition to wasting time, you will have no tracking on your shipments.
