Want more openings and fewer unsubscriptions? Correct these 35 e-mail errors

An e-mail appears in your inbox. This is the company where you bought a birthday present from a family member almost a year ago. It reminds you that it is almost time to celebrate again.

The brand adopts a smart e-mail marketing strategy: it delivers personalized, relevant and timely content. But what he did next was stupid.

Sarah Mitchell received a reminder email regarding her father's birthday. He had died that year, so she dropped out and gave the reason in the corresponding form.

But e-mails did not stop coming – two more before his birthday. She spoke with someone from the company and asked them to permanently delete her email address.

The following year, a new e-mail reminder about his father's birthday appeared in his inbox.

"I was livid. I will never buy them and I have been a customer for more than 20 years, "says Sarah.

While the brand originally provided a personalized and useful email, its inability to respond to Sarah's comments resulted in the loss of a long-standing customer.

Sarah's story, recently told in the Breakout Marketing podcast, is a good illustration of what 34 of her fellow presenters of Content Marketing World 2019 say is false in email marketing. Keep reading for this list.

And do not waste a moment of your time if you are one of the culprits, but focus on the solutions.

Do not Believe in the Bottom

The biggest mistake is not to do it. It's easy to say, "Email marketing does not work anymore," but it seems like code for "Our audience does not react to what we push them into their throats." – Peg Miller Senior Vice President of Marketing, Agility Recovery

The biggest mistake is not to do #mail marketing, says @PegMiller. #CMWorld Click To Tweet

Not caring about me

Every day, my inbox is full of e-mails that go into the details of the sender without wondering why I would care about me. They also make presumptions that tell me right away that the sender has no idea who I am. For example, today, I received an email telling me how the company could create my winning digital strategy. Hum Yeah. I'm doing this to make a living. – Ardath Albee B2B Marketing Strategist and CEO, Marketing Interactions Inc.

My inbox is full of e-mails getting into details of the sender without indicating why I care about myself, says @ ardath421. #CMWorld Click To Tweet
RELATED HANDPICKED CONTENT: 5 steps to improve subscriber data for more personalized emails

Making Hypotheses

Emails that make bad assumptions, since since I'm Hispanic, I would prefer Spanish to English. – George Stenitzer founder and content manager, Crystal Clear Communications

Flooding the Inbox

To send too many notes in a week is an error. My general rule is 3: 1: for every offer sent by email, I write at least three value-oriented emails … Today, successful email marketing looks like a short email simple and attractive. . – Julia McCoy CEO, Express Writers

Thinking three times more of charm

The frequency of e-mail marketing messages from some brands leaves me perplexed. If I did not open your mail when you sent it three days ago, the day before yesterday and yesterday, what makes you think that I want to see you in my box? of reception today? Go back a bit. Amanda Changuris Marketing Manager of Social Networks, AAA – The Automobile Club Group

Talk About What You Sell

I see too many product-centric e-mails and the content is too limited to meet the public's challenges. – Achinta Mitra President of Tiecas Inc.

RELATED CONTENT HANDPICKED: How to write e-newsletters People want to open and act

Everything is set apart from the kitchen sink

We make the same mistakes with the emails we made in our blogs years ago. We want to get the most out of every open email, so we have too much to store.

Why did you send me this email? What is the next logical step, both for me as a member of the audience who has problems and for you as a marketing manager who must meet KPIs? Call it, choose the path you want to send to your subscriber, and make it very clear and easy to follow. – Andrea Fryrear agile marketing coach and coach, co-founder of AgileSherpas

RELATED CONTENT HANDPICKED: Email marketing: too many good things?

We expect people to read every word

Cramming too much in an email. The readers "Marie Kondo" their inboxes. They scan something, hold it briefly and decide in a split second if it brings them joy. They act, protect or suppress it. Too often, we write emails in which readers must digest each word. Newsletters must be writable, prospecting emails must be brief and relevant, and learning emails must be short. Katie Martell Communications Advisor, Boston Content

Too often, marketers write # mails for readers to digest every word, @KatieMartell explains. #CMWorld Click To Tweet

Treat subscribers as a group

After all these years, companies still do not segment their lists enough to tailor content to separate sets of customers and prospects. – Mike Murray President, Online Marketing Coach

Exacerbating the lack of cultural understanding

People often expect digital communication to be a cultural leveling, eliminating ambiguities and misunderstandings. But in the absence of clues or gestures, cultural differences can be exacerbated … International clients expect personalized content throughout their journey to be relevant to their culture. . It is an individualized hyper-personalization for which email marketing is well positioned, and we are not taking advantage of it enough. – Annalisa Nash Fernandez Intercultural Strategist, Because Culture

Serve an omnipresent flavor

Brands that promote their own content using a vanilla model. It is clear that no time is spent in each email. Instead, share a unique and exclusive point of view (for example, something that can not be found anywhere else). This, from the outset, gives email a "valuable character". – Dennis Shiao consultant, Dennis Shiao Consulting

Do not block

Marketers largely underutilize the capabilities of most messaging service providers to customize the content blocks contained in emails based on past user behaviors. Zontee Hou Co-Director of the Council, Convince & Convert

Pretending to be friends

Honestly, I know that e-mail is addressed to a thousand people, so it seems pretty dishonest to see my name up there in the first place. But if you want to do it, at least make an effort to do it right. – Dan Hatch Founder, Typeset

Deceiving the subjects

An object line saying "Follow up on my last email" is an error. If I did not answer the first, why am I going to answer your second one suddenly? Most B2B topics need a serious job. – Carlos Hidalgo CEO of VisumCx

An object line saying "Follow my last email" is an error, says @cahidalgo. #CMWorld #emailtips Click To Tweet

N ° indicate that the option of unsubscription

The biggest mistake in email marketing is that there is only one unsubscribe link at the bottom of the page and not a "update your address" link. I would have transferred these emails to another address that I check a little less often instead of completely unsubscribing. – Adam Ritchie Director, Adam Ritchie Brand Management

Big mistake: there is only one unsubscribe link at the bottom of #email and not a "update your address" link. @aritchbrand Click to Tweet

Expansion of e-mail registrations

If I put myself on a list, I put a million others on it. And I can not unsubscribe without entering my e-mail address (who remembers the one I subscribed to). I do not know at all how I ended up on your list … It drives me crazy. – Ahava Leibtag President of the Aha Media Group

Shipping as NOREPLY

The biggest mistake that marketers make when sending an email is to email me at NOreply@CompanyNameHere.com or Info@myCorporatenamehere.com. How are you supposed to build a relationship if you do not want me to answer? Andrew Davis Author, The Loyalty Loop, Brandscaping and Town Inc.

Shipment only from the mark

Do not put the name of a human in the name of the sender. It takes a few seconds, costs nothing and can increase opening rates by 20% or more. Make the sender a person. – Andy Crestodina Co-Founder, Director of Marketing, Orbit Media

Personalize the name of your sender with a human name. This costs nothing and can increase email opening rates by 20% and more. @crestodina Click to Tweet

Short break

I would say that there are no campaigns with at least seven points of contact. There is ample evidence that conversions continue to occur through seven contacts and begin to fade after the eighth outreach program. – Arnie Kuenn Senior Advisor, Vertical Measurements

To sell without seduction

Too many e-mail programs assume that I am in transactional mode and try to put me in their catalogs as quickly as possible. We need to master the skill of providing enticing information about our products, which seduces us and arouses the desire for the product.

For example, do not just tell me that you have the best infection prevention solution for surgery, connect me to the latest clinical research on the topic that fits your product. Do not just tell me that you have the best respirators on the market, help me understand how silica dust will kill or kill my employees, what are the regulations for my work environment, and then I'll open your emails. – Carlos Abler Head of Content Marketing Strategy, 3M

Using the same old copy

Rewrite the copy of a website or a landing page – nothing new, the same words in a different order. How is this supposed to excite me to run your CTA? – Ben H. Rome Director of Marketing and Communications, AIHA

RELATED HANDPICKED CONTENT: 8 Writing Techniques to Boost Email Conversions

Ask questions and do not deliver

Lack of relevance. If, on your registration form, I select "1 to 10 employees", I am not the target customer of a business solution offering a price equivalent to my gross income. Carmen Hill Senior Strategist and Writer, CHILL Content

Using Cookie Cutters

Too much mass email and cookie cutting to not differentiate you at all. Everyone wants to see someone else doing something and then doing the same thing. People like Bob Glazer's Friday Forward are a perfect example of the unique content on which he builds a platform. – John Hall Co-Founder of Calendar.com

HAND-HELD CONTENT: 7 Simple Ways to Significantly Improve the Opening Rate of Your Newsletter

Taking the easy way

In addition, I also receive a LOT of unsolicited emails by which I unsubscribe from at least five lists a day. It seems that there are many brands on the market that use it as an "easy" way to get their message out without worrying about the recipient or its content. – Melissa Harrison CEO of Allee Creative, LLC

RELATED CONTENT HANDPICKED: How to deal with the blasphemy of e-mail unsubscription

Miss an opportunity

No text header! – Christoph Trappe Head of Content, AC Business Media

Stationary thinking

Does not design for the mobile. It's hard to believe that in 2019, I subscribed to emails that are clearly not designed to be open / viewed on mobile devices. – Jacquie Chakirelis Director of Marketing, Great Lakes Science Center

It is hard to believe that I subscribe to emails that are clearly not designed to be viewed on mobile devices. @JacquieChak Click to Tweet

Treat as a unique opportunity

You only distribute the content in the email. You must integrate the paid distribution as retargeting on your own mailing list. Yes, you've heard me You should pay to reach your audience. – Jesper Laursen President and Chief Executive Officer, Native Advertising Institute

Using tools that really do not work

Use a set of tools that does not suit your e-mail strategy. Do not use the messaging tool of your CRM simply because it is free. Do not let anyone persuade you to buy an email platform that he will "build for you," that is, it is half-cooked. There are powerful tools and I still see (large companies) using entry-level platforms that are too robust. – Jessica Best Vice President of Data Marketing, Barkley

Do not use the #email tool of your CRM just because it's free, says @bestofjess. #CMWorld Click To Tweet
RELATED HANDPICKED CONTENT: How to get the most out of your email marketing technology

Occasional Deliveries

The e-mail is not really valuable and, if it is, it is not sent in a uniform way. – Joe Pulizzi Founder of the Content Marketing Institute

Ignore the beginners

There is a lot of power when someone subscribes to your email. Too many marketers (and I will be in this camp) do not take advantage of the initial interest in getting in touch with this person at the time. At the very least, send this person a welcome email to introduce your brand and share useful content with them. – Michele M. Linn Head of Strategy, Mantis Research

RELATED ORDERED CONTENT: Automating email marketing with these 6 recipes

Treat it as an email

One of the big mistakes is getting out simple emails and not taking the time to plan behavior-based campaigns. Mapping multichannel campaigns based on customer journey and personalities can ensure superior lead generation and conversion. – Pamela Muldoon content and campaign strategist, Pedowitz Group

A big mistake is to send 1 & # terminated emails and not take the time to plan behavior-based campaigns. @pamelamuldoon Click to Tweet
RELATED HANDPICKED CONTENT: Is your content ready to be used for zig and zag with your buyers?

Social Thought Only

The complete absence of email marketing and the use of social media platforms. For emerging brands, it is assumed that these social platforms can host consumer data and that their subscribers would not be as engaged in email marketing. That's right, but at least the brand owns this mailing list and does not just rent it on Facebook. – Christine Michel Carter author and marketing strategist

Correspondence between electronic traffic and content value

Conflict between content performance and messaging performance. If a content receives a lot of email, that does not mean that the content is good, but that the email is good. Conversely, if an e-mail does not generate a lot of traffic to the content presented, it does not mean that the content was bad, but that the creation of e-mail was bad. – Scott Spjut Assistant Vice President, Digital and Social Content, Fifth Bank

Underestimation of risk

Marketers underestimate their level of risk in the area of ​​consumer data privacy. We have not seen a US federal standard on data confidentiality like that of the EU in the GDPR, but we will do so very soon. Why? States are trying to develop their own data privacy rules and no one wants 50 sets of rules to be followed in this area. Marketers have not paid enough attention to their listings and databases to ensure compliance. Sharon Toerek principal, Toerek Act

HAND-HELD CONTENT: 6 Good GDPR Deluge Email Lessons from 2018

Correct the problem and send it

E-mail marketing is not going anywhere The majority of consumers (59%) prefer branded email over any other channel, regardless of context, according to the 2019 DMA Consumer Email Tracker Report.

Although spam filters can become more powerful and data privacy laws even harsher, your brand can still use email successfully. And if you follow these expert tips, you'll be well on your way to making sure your brand emails are one of the useful 3.5 brand messages that the average consumer opens and reads in a week.

Follow this advice to make sure your brand is among the 3.5 # / week branded emails that consumers actually read. @anngynn Click to Tweet


Join these speakers and other expert speakers for a few days of learning that, in some cases, will last a lifetime. Join today at Content Marketing World from September 3rd to 6th in Cleveland, Ohio. Use CMIBLOG100 to save $ 100.

Cover image of Joseph Kalinowski / Content Marketing Institute

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