When we start email marketing, we tend to make several mistakes that can be harmful to your first campaigns. In my last article i discuss about 12 ways to improve email marketing, here are 5 of them among the most widespread and how to avoid them.

1. Send too many emails or not enough

From how many emails can we say that they are too numerous?

On the one hand, studies show that 86% of consumers would be delighted to receive marketing emails from companies that interest them at most once a month, 60% would be happy to receive emails once a week, and 15% to receive one a day.

On the other hand, studies also show that 35% email marketers send 2 to 3 emails per month, 21% send 4 to 5 emails, and 19% send only one (the rest spend a lot more than that, or do not know how much they send it).

What can we conclude?

The interpretation of these two studies indicates that in general sending two emails per month seems correct. Three or four emails a month can also work, but only if you really have something new to announce to customers. If you send a lot more emails, it’s time to question yourself. You do not need to disturb your customers for no reason, customers who open and read your emails carefully one to two times a month will gradually lose the interest they bore you. This will probably cause them to unsubscribe from your newsletter.

2. Do not use customization

In 2016, the customization of the subject of emails has increased the number of open mail by about 30%, which means that if you do not use customization, you will reduce your open mail percentage by 30%. %. The implementation of this customization works in most of the following cases:

  • When you send a series of automatic emails to new customers;
  • When you want to send an email to customers who have abandoned their cart before completing their order;
  • When you send emails with promotions;
  • When you send satisfaction surveys;

And of course when you send discount coupons for this client’s birthday or for special events.
That being said, these are just suggestions, feel free to use personalization anytime, in every email you send, like a small business called Amazon.

3. Send your emails without subscriber segmentation

When customers sign up on your site, they give you all important data, male or female, their date of birth, the address of their home, and much other information that is important to know. This information helps you to send emails, which are better targeted and avoid spam, in agreement with the groups in which you have classified your subscribers. Have these customers registered via a specific landing page offering a special promotion? Or by the site? Maybe this type of segmentation could also help you to avoid spam. The use of segmentation allows you to optimize the content of your emails, which of course increases the number of open emails.

4. Too much content

Do you know those emails that dragon?

The newsletter you send is not a newspaper. It can not contain too much content and images for two simple reasons. First, how much can you scroll down? The messaging platform was not meant for reading articles that take hours and people who read emails want to get the short version, or the main points, not all the content that appears on your website. The second reason you can not include a huge amount of content in a newsletter is that you simply can not, Gmail among other things cuts these emails! This way, even if someone has miraculously kept the motivation to read, read and still read the content of this email if the newsletter contains 7-8 scrolls or more,

5. “noreply”

Have you ever wondered what business is behind the no “no reply”?

The sender is one of the important parts of the wording of your email, almost as important as the purpose of it. Write the name of your business and even write down the name of the person sending the email on behalf of your business. As we have already said, personalized e-mail contributes to a good relationship with the customer, and it goes both ways; Your customers want to feel that there is someone behind the e-mail sent to them. In addition, if they do not know that it is the company managing the site on which they registered and which they like to receive newsletters who is the sender of this e-mail, they will have no reason to open it.