Email marketing isn’t anything new, but it can still be considered an ambiguous concept. There are many tips and tricks out there to improve any email marketing campaign. Here are a few common mistakes to avoid unsubscriptions.
1. Too long; Didn’t read
Snippets of blog content in your campaign is appropriate, especially when it consists of important information you wouldn’t want your subscribers to miss. But copy/pasting an entire post can be overwhelming for your subscribers. Talking about every single detail that you already posted on your blog is a waste of space in your emails. And if subscribers are reading the full post in your campaign, why should they visit your blog? Remember, balance is key.
This campaign from FiveThirtyEight is a perfect example of a short & sweet post description.
2. Sensory overload
We’ve all been guilty of it at some point: trying to grab readers’ attention with lots of pictures, gifs, videos and more. But this can actually distract from the overall message of the email. On top of that, it can hurt your deliverability. Email service providers use text to predict if your campaign is spam or not. A campaign that is almost entirely comprised of images could be seen by spam filters as attempting to hide information and may send you to the junk folder. Visuals CAN help your email if used correctly, but be sure to maintain a healthy balance of visuals and text.
3. Inconsistent layout/theme
If your color scheme is all over the place and you’ve used different fonts in every campaign, your subscribers may wind up confused if they’re not already put off by the mishmash. Try to stick with one consistent theme for your campaigns. Stick to one font that fits your brand image. You can always edit your global settings to create a coherent theme for all your future campaigns. If you don’t want to start from scratch every time, you can also simply copy a drafted campaign or reuse a sent campaign.
4. Proper links/content
When a fan subscribes to your list, they’re trusting you to provide compelling, safe content that relates to their interests and lifestyle. If you’re putting out incorrect or irrelevant information or providing links that redirect them to unexpected webpages, fans begin to lose that trust. This is why you should always make sure your content maintains a consistent message throughout your campaign. Double check your content and any links you provide to make sure everything is as it should be. You can also send yourself a test email for a full preview of the HTML and plain text versions of your campaign.
A great campaign usually consists of four components: text content, visual content, formatting and links. Campaigns without a proper balance of these aspects can sometimes cause fans to unsubscribe or mark your campaigns as spam, harming your sender reputation. It can be challenging to include these elements in a cohesive manner but, in the end, it can really pay off.