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4 deadly mistakes that can foil your email marketing plans

Paul Newman Archive

In a crowded marketing landscape where everyone is striving to make sure their voice is heard, email is an immensely powerful option for connecting with consumers. Companies love email because it's cheap and easy to send bulk messages, and people love it because they can respond and respond on their own time. It's not hard to see why email marketing deliverability has become a key value for businesses eager to engage with people everywhere.

Of course, simply getting emails delivered is not enough on its own. The marketing world is a competitive one, and businesses everywhere are eager to make sure their content stands out from the rest. Therefore, everyone is looking to avoid making deadly mistakes that will sabotage their marketing plans.

According to the Huffington Post, there are a few of them. Andy Shore, social networking manager at Benchmark Email, says several common errors tend to plague marketers who struggle with email initiatives.

"There are some things you can do with your email marketing, that while seemingly innocent, will make your subscribers want to throw you off the proverbial cliff, right into the spam folder," he explained. "Rather than risk becoming the Thelma and Louise of email marketing, there are some simple things you can avoid."

Here are four common mistakes:

Repetitive content
Whether you're speaking or writing, repetition has a way of boring people in any type of communication. If you send too many emails that are all the same, people are sure to notice and begin unsubscribing. Variety is a key part of any successful email campaign.

An unfocused message
What's the message you're trying to get across with your content? Is it strictly promotional and sales-y, or are you instead trying to aim for thought leadership in your industry? Whatever your message may be, stick to it and hammer it home. Inconsistency won't help anyone.

An imbalanced approach
You also want your content to be balanced visually. Think about text versus images, for instance - the former is obviously important since it gives people information and substance, but the latter also matters because it makes your emails easier on the eyes. Balance is the way to go.

Lack of data hygiene
Of course, part of the formula here involves email list accuracy. Email marketing success is contingent upon a solid list of contacts with good addresses, so make sure to take the proper precautions and guarantee you've got a clean list of recipients to work with. Good data is the foundation of business success.