The 10 Sins of Email Marketing

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Email marketing remains a truly powerful technique. Despite the continued impact of the rise of media and social networks, email is still very much alive. However, all its potential can be wasted if our strategy does not contemplate some of the most common mistakes. Deadly sins that must be avoided at all costs to achieve the set objectives without falling into the most common mistakes.

1. Sending a campaign from our company's mail server If we decide to send a campaign from our company's own mail server, it is very likely that, given the volume of recipients to whom it will be directed, we will end up appearing sooner rather than later on our clients' spam lists. Their servers will begin to classify our server address as that of a spammer, that is, that of a company that sends spam. 2. Not segmenting the database properly. It is advisable to make as many divisions of the database as logic dictates or based on the data we have in our possession: sex, age, purchasing power, etc. Divide and conquer.

3. Overly complex design It is advisable to make a clean and simple address in malaysia design, with visible links that attract attention and that take our subscribers to the offer or landing page. Calls to action are a fundamental part of email marketing, since they will allow us to take the recipient where we really want and we will also be able to follow their steps by tracking cookies. 4. Emails that are entirely an image It is a common mistake to make the entire email an image that links to a website. This type of campaign has the following drawbacks:

Possibility of being considered Spam by major ISPs (Yahoo, Hotmail, Gmail)
Most ISPs do not automatically download images, so subscribers are left with a blank email, which they will delete or even mark as spam so they will not receive further communications of this type.

5. Subjects that look like spam Writing the entire subject in capital letters and even more so with words like OFFER, DISCOUNTS, FREE, or with multiple exclamation points will cause our messages to end up in spam folders. 6. Spending more time on the email than on the subject. Writing the subject is a critical point; if we don't pay attention to the subject in order to arouse interest and curiosity, who will open our email? 7. Including Forms in the Email We should not include forms in the email. Mail servers consider forms to be a security risk. While some servers warn of the potential danger, others do not validate the forms at all. 8. Send only advertising.

In the case of sending advertising campaigns by email or newsletter, we must generate valuable content and make the recipient feel special or they will inevitably unsubscribe. A good idea is to include some news about our company or sector and transmit some specific benefit as recognition for being in our database. 9. Frequency of mailings It is important not to repeat the sending of the same campaign more than once per contact. In the case of different campaigns or a newsletter, we will have to define a reasonable time between mailings or we will burn our database. 10. Unsubscribe and Legal Notice Not including the option to unsubscribe from our database for recipients of an email marketing action is not only an error but also a breach of the law.