{"id":9727,"date":"2018-04-11T13:50:58","date_gmt":"2018-04-11T18:50:58","guid":{"rendered":"http:\/\/www.bluehost.com\/blog\/?p=9727"},"modified":"2018-04-11T13:50:58","modified_gmt":"2018-04-11T18:50:58","slug":"7-email-marketing-blunders-to-avoid-at-all-costs","status":"publish","type":"post","link":"https:\/\/www.bluehost.com\/blog\/7-email-marketing-blunders-to-avoid-at-all-costs\/","title":{"rendered":"7 Email Marketing Blunders to Avoid at All Costs"},"content":{"rendered":"<p>On average, every $1 spent on email marketing yields approximately $44 in return. With an ROI (<em>return on investment<\/em>) like that, it\u2019s not hard to see why email marketing is a valuable asset for businesses and bloggers alike.<br \/>\nEmail marketing can be used to:<\/p>\n<ul>\n<li>Distribute relevant content<\/li>\n<li>Contact customers<\/li>\n<li>Deliver company news<\/li>\n<li>Promote a discount or a sale<\/li>\n<li>Introduce a new product or service<\/li>\n<li>Update customers on industry trends<\/li>\n<li>And so much more<\/li>\n<\/ul>\n<p>Considering\u00a0<a href=\"https:\/\/www.emarketer.com\/Article\/Email-Marketing-Double-Win-Customer-Acquisition-Retention\/1014239\">80% of retail professionals<\/a>\u00a0state email marketing is the greatest driver of customer retention and a high percentage of B2B marketers\u00a0note email as their most effective revenue generation channel, email marketing is booming. As a whole,\u00a0<a href=\"https:\/\/www.lifewire.com\/how-many-emails-are-sent-every-day-1171210\">74 trillion emails<\/a>\u00a0(<em>and counting<\/em>) are sent each day!<br \/>\nAnd yet, marketers still make embarrassing email marketing blunders. Even with powerful email marketing tools and platforms, it\u2019s all too easy to make a mistake.<br \/>\nTo avoid embarrassing yourself and your brand, do not make these seven email marketing mistakes.<\/p>\n<h2>1. Broken Email Designs<\/h2>\n<p>Have you ever received an email newsletter, only to find it didn\u2019t appear correctly? Without fail, broken email design and functionality continues to be the top email marketing mistake made by all.<br \/>\nCompany emails need to appear presentable and function properly across all email clients such as Gmail, Yahoo, Outlook, Apple Mail, and more. If not, your brand reputation and marketing goals are at stake as readers unsubscribe or mark your emails as spam.<br \/>\nYour first thought may be, \u201c<em>I\u2019m paying for an email marketing service. Shouldn\u2019t those templates already work for all email clients?<\/em>\u201d You\u2019d think so, right? However, as you start making changes to the templates or adding other details, your chances of displaying correctly may falter.<br \/>\n<a href=\"https:\/\/litmus.com\/email-testing\">Litmus<\/a>\u00a0offers a tool that helps you test what your email design and content will look like on 70+ apps, devices, and browsers. From smartphone apps to desktop email clients, your email design must be responsive and flawless across all devices. Otherwise, you end up joining the ranks of marketers with broken links, images, and errors in their emails.<\/p>\n<h2>2. Using a Generic Company Email Account<\/h2>\n<p>While using email addresses such as \u201cnoreply@company.com\u201d or \u201cinfo@company.com\u201d may be beneficial for organizational purposes, they send a cold message to your audience.<br \/>\nJoe Stych at\u00a0<a href=\"https:\/\/zapier.com\/\">Zapier<\/a>\u00a0says, \u201c<em>When brands send emails from a<\/em>\u00a0<a href=\"https:\/\/zapier.com\/learn\/email-marketing\/email-marketing-mistakes\/\"><em>noreply address<\/em><\/a>\u00a0<em>(or an email address that never gets checked), they&#8217;re really saying \u2018we don&#8217;t want to talk to you.\u2019 It&#8217;s an engagement opportunity that many teams miss\u2014on one of the largest direct marketing channels out there.<\/em>\u201d<br \/>\nThink about why your brand uses email marketing. Hopefully, it\u2019s to interact with and provide valuable content to your audience. Doing so from a <a href=\"https:\/\/www.bluehost.com\/blog\/reasons-you-need-a-custom-email-address\/\">personalized email<\/a> address is one step closer to developing a lasting relationship with your customers. Whichever email address you choose to use, be sure to monitor reader replies.<\/p>\n<h2>3. Only Sending Discounts and Promotions<\/h2>\n<p>Are you sending your subscribers discount after discount with no end in sight? If so, you may be overwhelming and annoying your customers.<br \/>\nWhile promotional emails have a purpose, follow the 80\/20 rule. This rule states that 80% of your content should be informative, entertaining, and valuable while the remaining 20% is sales-related. Instead of oversaturating your subscribers with promotions, send them content that adds value to their lives.<br \/>\nFor instance, let\u2019s say you\u2019re a furniture company looking to increase sales of coffee tables online. Rather than telling your customers that coffee tables are now 30% off, send them an article filled with tips for decorating or organizing coffee tables followed by the promotion. This will show audiences how they can take your product, use it in their home, and save money.<br \/>\nFollowing this email marketing strategy improves customer trust in your brand and content.<\/p>\n<h2>4. Sending Too Many or Too Few Emails<\/h2>\n<p>On top of finding the right content to send, you must also determine the best frequency for your email marketing efforts. Another mistake marketers often make is sending too many or too few emails to their subscribers.<br \/>\nInundating your audience with email after email leaves them annoyed and more likely to unsubscribe. On the opposite end of the spectrum, too few emails leads to a lack of brand recognition from your audience. Meaning, they\u2019ll forget why they signed up for your emails in the first place and ignore or unsubscribe from your emails.<br \/>\nDetermining the ideal frequency for your email marketing efforts takes time and experimentation. When reviewing your past emails, look at information including:<\/p>\n<ul>\n<li>Time of Day<\/li>\n<li>Day of the Week<\/li>\n<li>Tone of the Subject Line<\/li>\n<li>Click Through Rate<\/li>\n<li>Open Rate<\/li>\n<li>Unsubscribes<\/li>\n<\/ul>\n<p>This data will help you identify when and how often it\u2019s best to send your emails, resulting in satisfied subscribers.<\/p>\n<h2>5. Not Segmenting Subscriber Lists<\/h2>\n<p>Have you ever received an email from a company that didn\u2019t apply to you? This mistake was likely the result of a non-segmented email subscriber list.<br \/>\nSegmenting your entire list of subscribers into smaller, categorized lists allows you to send relevant and timely information to leads and current customers. Email <a href=\"https:\/\/www.bluehost.com\/blog\/marketing-automation-tools\/\">marketing automation<\/a> software can help you segment these lists and deliver the information subscribers want at a particular point in the buying cycle.<br \/>\nIn fact, a study by\u00a0<a href=\"https:\/\/www.prweb.com\/releases\/leadgenmarketing\/research\/prweb11348160.htm\">Lenskold and Pedowitz Groups<\/a>\u00a0found companies that send automated emails are 133% more likely to send relevant messages that correspond with a customer\u2019s purchase cycle.<br \/>\nSubscriber lists can be segmented out by:<\/p>\n<ul>\n<li>Demographic and Geographic Information<\/li>\n<li>Sales Funnel Stages<\/li>\n<li>Interested Topics<\/li>\n<li>Acquisition Channel<\/li>\n<li>And so much more<\/li>\n<\/ul>\n<p>Take the time to determine how your email lists should be categorized. Your subscribers (<em>and email marketing goals<\/em>) will thank you.<\/p>\n<h2>6. Failing to Include a Call to Action<\/h2>\n<p>A call to action (CTA) refers to marketing copy which entices a person to take a specific action. Take a look at our\u00a0<span style=\"color: #0000ff\"><a style=\"color: #0000ff\" href=\"https:\/\/www.bluehost.com\/\">homepage<\/a>.<\/span> You\u2019ll notice a bright green button saying \u201cGet Started Now.\u201d This copy tells you exactly what to do and when.<br \/>\nFailing to include a call to action in a marketing email is another common mistake. When creating an email marketing campaign or message, always think about the action you want readers to take.<br \/>\nDo you want them to learn more about a product? Read your latest blog post? Reply for more information? Whatever it is you want your audience to do, tell them! If you forget, you\u2019ll have a hard time achieving your goal as you leave readers wondering what to do next.<br \/>\nCalls to action don\u2019t need to be forceful, intrusive, or over the top. Rather, CTAs should be naturally incorporated into an email button, image, or copy.<\/p>\n<h2>7. Not Analyzing Email Marketing Data<\/h2>\n<p>After every email marketing campaign you send, you must analyze the data. From the click-through rate to the delivery rate, every metric plays an important factor in the direction of future campaigns. This information can highlight what\u2019s working, what needs to be fixed, and how customers are reacting to your messages. Ignoring this data is a detrimental mistake and can lead to a loss of subscribers and critical marketing resources.<br \/>\nHave you made one of these email marketing mistakes? What did you learn from your experience? Share your thoughts in the comments section below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On average, every $1 spent on email marketing yields approximately $44 in return. With an ROI (return on investment) like that, it\u2019s not hard to see why email marketing is a valuable asset for businesses and bloggers alike. Email marketing can be used to: Distribute relevant content Contact customers Deliver company news Promote a discount [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9750,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_title":"7 Email Marketing Blunders to Avoid at All Costs | Bluehost","_yoast_wpseo_metadesc":"","inline_featured_image":false,"footnotes":""},"categories":[955,10],"tags":[3314,3320,3340],"ppma_author":[602],"class_list":["post-9727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email","category-marketing","tag-branding","tag-content","tag-tips-tricks"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 Email Marketing Blunders to Avoid at All Costs | Bluehost<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluehost.com\/blog\/wp-json\/wp\/v2\/posts\/9727\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Email Marketing Blunders to Avoid at All Costs\" \/>\n<meta property=\"og:description\" content=\"On average, every $1 spent on email marketing yields approximately $44 in return. With an ROI (return on investment) like that, it\u2019s not hard to see why email marketing is a valuable asset for businesses and bloggers alike. Email marketing can be used to: Distribute relevant content Contact customers Deliver company news Promote a discount [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bluehost.com\/blog\/7-email-marketing-blunders-to-avoid-at-all-costs\/\" \/>\n<meta property=\"og:site_name\" content=\"Bluehost Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bluehost\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-11T18:50:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2018\/03\/mistake-876597_1920-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Machielle Thomas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/machiellethomas\" \/>\n<meta name=\"twitter:site\" content=\"@bluehost\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Machielle Thomas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bluehost.com\/blog\/7-email-marketing-blunders-to-avoid-at-all-costs\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/7-email-marketing-blunders-to-avoid-at-all-costs\/\"},\"author\":{\"name\":\"Machielle Thomas\",\"@id\":\"https:\/\/www.bluehost.com\/blog\/#\/schema\/person\/5f0415b94c1232ec2b636fb579189d3c\"},\"headline\":\"7 Email Marketing Blunders to Avoid at All Costs\",\"datePublished\":\"2018-04-11T18:50:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/7-email-marketing-blunders-to-avoid-at-all-costs\/\"},\"wordCount\":1213,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/7-email-marketing-blunders-to-avoid-at-all-costs\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2018\/03\/mistake-876597_1920-1.jpg\",\"keywords\":[\"Branding\",\"Content\",\"Tips &amp; 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