The Five Most Critical Email Marketing Mistakes

Heath Bertini

Marketing 101 teaches that promotion and place are two of the most important components of an effective campaign strategy and given that 74% of consumers prefer to receive advertisements and coupons in email form, email marketing is absolutely the most effective way to reach potential customers. Still, companies run the risk of losing out on opportunities with a reckless email blast that ignores the cardinal rules of online marketing. Below are the five most common and preventable oversights companies make with their internet campaigns.

1. Non-compliance

SPAM: It’s the four letter word of email marketing. Consumers hate unsolicited email in any form and there are many stipulations that protect their privacy. Any company looking to run an online ad should research the CAN SPAM Act of 2003 and remain compliant. Simple details of the email content such as not including an unsubscribe link, deceptive from and subject lines, or even an offer timer with a false expiration date can all lead to an expensive lawsuit. Smart companies will follow protocol and respect the average consumer by following the Can Spam guidelines.

2. Ignoring Advertising Testing Results

A/B testing, one of the most valuable tools in email marketing, allows companies to optimize their ad and launch a campaign that will achieve maximum conversion. The results are directly proportional to ROI. Before spending too much money on a lackluster campaign, companies can find the top-performing assets to launch. By running the test drops, companies can get to know their audience better and therefore make a better product or service geared to their needs. They will also know exactly how to market their business to see the highest profit. Ignoring findings from A/B testing could cost a corporation a lot of money.

3. Inconsistency

Consumers trust a company with a consistent, cohesive campaign. They like to see advertisements that speak to the quality and necessity of a product or service on a regular basis. Companies often make the mistake of not running offers often enough or using content that makes them unrecognizable among their users. Rather, they should launch a campaign that will allure customers with a clear message, generate a strong online presence, and cultivate an interactive relationship with the audience. Whatever service or product they offer, the email content should be relevant, motivating and memorable. People want to be intrigued and having an advertisement that lacks enthusiasm will have the same uninspired contagion on an audience.

4. No Call to Action (CTA)

An advertisement must engage the audience to be successful. Companies should only run ads that feature a call to action. Whether it’s asking customers to buy their product, to fill out a lead for more information, or simply to click on a link and visit their website, it should have a concrete motive for the consumer.

5. Low Tech

In many instances, first impressions of new product or service come from an email advertisement. An email campaign should then reflect the quality and uniqueness of a company’s brand. Advertisers that send image-only based emails or don’t link back to the advertiser’s website fail to generate customer engagement. Furthermore, companies that send email blasts that aren’t mobile-capable are missing out on roughly a third of their customer base. Companies must market themselves with emails that embody the same quality and innovation of their product or service.

Companies marketing online can easily avoid each of the above faux pas. Following a few basic trade rules and investing money in the testing phase of a campaign could generate profits that wouldn’t otherwise be seen.


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