Let’s Learn from Our Email Marketing Mistakes

rnMarketing by email is a very lucrative and exceptionally efficient strategy. Email marketing is one of the top tactics available to businesses today with an incredibly high conversion and customer loyalty rates. But, just like any other strategy, email marketing evolves, and some of the progression is directed by customer behavior as well as technological advances. Perhaps we shouldn’t necessarily call these “mistakes” but rather “lessons.” Gleaned from marketing industry data, these “lessons” demonstrate the ebb and flow of consumer behavior. Some things that may have worked in the early stages of email marketing no longer apply because of this natural flux. 1. Stop Using “Free” in Subject Lines (and other words to avoid) “Free” was an email marketing mainstay, used to lure in customers with the chance of receiving a gift if they do what you’re asking. The bottom line is that “Free” worked, especially in email Subject Lines. It was short, to the point and caught the customers’ eye immediately. Come on! Everyone likes free. But, as customer behavior and technology evolved, “Free” became synonymous with SPAM that dreaded unsolicited plea that usually accompanied some wayward product. “Free” doesn’t work anymore. Neither does “Win!” or “You’ve been selected!” If these words and phrases litter your Subject Lines, intrepid email programs and ISPs will block them. And, if your email happens to worm its way through into an intended customer’s email box, then watch as your email is automatically deleted. Remember that times have changed. 2. Change Out Your “Sender” Information This is another direct result of fluctuations in consumer behavior and technological advances. Anonymous or generic “Sender’s” names don’t cut it anymore. This change in consumer behavior directed the change in technology: people began to not trust a Sender that they didn’t know or recognize, causing ISPs and other programs to start a more aggressive filtering system. Instead, try attaching a real person’s name to your email marketing campaign. This little switch reinforces customer trust and it allows your email to slip through filtering systems. 3. Avoid Sending Large Graphics in Your Emails This “lesson” is the result of ISPs directing marketing behavior. What ISPs found is that the majority of emails considered as SPAM had a higher percentage of large graphics than those emails that were considered “safe.” Now, ISPs block the majority of emails that contain large graphics or images even if the emails are innocuous. This act is driving marketing behavior because it is forcing email designers to rethink their strategy. Have you noticed that emails are becoming increasingly simple? There’s a reason for that. The Results: Filters will become your friends.rnA marked increase in deliverability rates.rnBecome whitelisted instead of blacklisted.