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Don’t let simple mistakes set your email campaigns up for failure. We polled our Client Service team to find out what the most common email campaign mistakes were. These are easy-to-fix errors that cause a whole slew of issues, from deliverability to just plain poor performance.

1. No text
Your flyer looks great, but it’s still just an image. This is a double problem. First, email providers find messages without any text highly suspicious and will frequently route them to spam or reject the message altogether.  Secondly, if a user is on a mobile device they may not be able to view your image at all. This brings us to point 2…

2. No alt. text
Alt Text is the text that appears in lieu of an image loading. It’s great for mobile devices that can’t display images, or for when a mobile user doesn’t have service. Without alt text, an image heavy campaign can be completely useless for a mobile reader. For info on how to add alt text, check out Scott’s blog post on optimizing campaigns for mobile.

3. Too long subject lines
Keep it short and sweet. Email providers only display so many characters, with mobile apps often showing even less. Subject lines should absolutely be under 50 characters, with essential information in the first 20.

4. Plain text only
Use text…but not just text…and especially not “plain text”. There’s a time and a place for plain text campaigns, and with FanBridge you’ll be able to generate a plain text option for every campaign you send. However, if you’re sending a “plain text” campaign, you’re missing out on analytics and data tracked through tiny hidden images in campaigns. Even if you plan on only using text for your campaigns, send an html version instead of just plain text.

5. Embedding content
It might show up in your campaign preview, but most email providers don’t display content that you add through embedding an html (or flash or javascript) object. Instead of trying to add the code for something like a widget or media player into your campaign, link an image or screenshot of the object to a site where content can be found. You’ll even get analytics back on who is clicking!

6. Web CSS
So, you’ve got some web design skills and want to show them off in an email campaign. Before you go on a coding frenzy, keep in mind that you can’t use web CSS in an email. This means no external stylesheets! This isn’t all bad news, though: Inline CSS is a-ok.

7. Using extremely high quality images
If your images are excessively large in size, then email providers may flag the message as potentially malicious. Big images prevent your campaigns from getting to fans! Use web quality images (instead of large print quality files) to keep the total size of your email down.

Know the mistakes to avoid but need ideas on how to create your campaign?  Check out Top 14 Ways to Create an Email.


    Hey some very valid points you have noted,I  am not  aware with all the above yet like Embedding content….Thanks for sharing  value able post with  us.

  • Katheline simmons

    Thanks for marking these mistakes and shared with us.I will never repeat this issue and try to make my account protected from hackers.

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