After all your hard work creating and optimizing what you thought was the perfect promotional email, there’s nothing worse than checking in, only to see your open rates are deep in the tank. For many brands, this nightmare becomes a reality quickly, often for some of the most preventable reasons. If you’d like to skip the disappointment and keep your messages out of readers’ virtual trash cans, here are five easy mistakes you’ll need to avoid as you make your way toward a powerful, and successful, email marketing campaign.
Succumbing to Link Overload
Think of the last time you cleaned out your spam folder. Chances are the messages in this portion of your inbox ranged from the stereotypical – foreign royalty asking for a small donation in return for riches – to the downright odd. However, one of the common themes across most of these spam emails is an overabundance of links within the message body. With many spam filters honing in on link overload, if you want to stick around in the inbox, you’ll need to pick and choose your hyperlink battles. Try to keep your linking to a minimum if possible, focusing only on redirecting to landing and promotional pages. It might seem like a wasted opportunity to not link back to your page throughout the message, but based on the direction major email service providers are taking these platforms, it’s your best bet for dodging an unwarranted trip to the spam folder.
Unnecessarily Promotional Subject Lines
If you’re a regular reader of this blog, you know that subject lines can make or break your chance at connecting with a customer in an instant. But what if your viewers never even get a chance to hear your promotion out because the subject line of your message makes it suitable only for the digital trash can? Unfortunately, overly promotional or overtly sales-focused headlines often earn a ticket straight to the spam folder. To put the brakes on this problem, tone down the numbers, capitalization, and forceful words – think “hurry now,” “open immediately,” etc. – so that your message doesn’t look like it belongs with the rest of the spam folder riff-raff. Instead, keep things simple in your subject line and focus on indentifying the valuable content held within your message. This way, you’ll avoid the wrong part of your audiences’ preferred email clients, in addition to giving them a great reason to keep reading on once they receive your email.
Emails with Too Much Text
While spam filters probably won’t screen your messages based solely on the length of content within, that won’t stop readers from marking incoming emails from your brand as spam after opening something that’s better suited for a library shelf. Essentially, readers only spend about 15 to 20 seconds on each message, so if you go overboard with the length of your message, it’s hard to expect a favorable response from your audience. Unfortunately, there’s no defined ideal message length, so the answer to this dilemma is a bit murky. A good rule of thumb to stand by if you’re unsure about the appropriateness of your email length is to ask yourself a simple question – if this message found its way to your inbox, would you take the time to read it? If the answer is closer to trashing it and blocking the sender than it is to an emphatic yes, it’s time to do a little trimming with your content.
Attachments Only Cause Problems
At first glance, this section probably sounds like it belongs on a dating advice site and not a post about keeping your emails from being caught up in a spam filter. However, if you really want to keep your marketed emails in the clear, skipping attachments is your best bet. Sure, it might seem like a great idea to attach that infographic or eBook you’ve worked so hard on to every email, but this is a major red flag for plenty of email service providers. Instead, after taking a little time in the message to explain the value of these offerings, let your selective links lead back to this content via landing pages. This way, you’ll skip the spam folder and boost site visits at the same time.
Know When Enough is Enough
Tenacity is often a key part in any marketing operation. However, when it comes to your email initiatives, constantly targeting and messaging people who have bounced repeatedly is a recipe for disaster. Not only are you building ill-will with someone who’s simply not interested right this moment, your brand could also face a spot on Gmail, Yahoo, or another email giant’s blacklist – something far worse than ending up in the spam folder. Thankfully, if you can toe this line, while also keeping up with everything else you’ve learned from this post, there’s nothing that can stop your next campaign from being a smash hit with interested audience members around the globe.