In an era where Linkedin, Facebook, Twitter, and other social media platforms rule, email newsletters are still forces to be reckoned when it comes to marketing. On one hand, they can boost customer engagement, drive traffic to your site, and everything in between. On the other hand, failure to deliver your message in the most appropriate way possible, may prompt recipients to hit the delete button.
Obviously, no one wants to achieve the latter option, especially if you use an email newsletter software and you want to attain its full success potential. Now, you can be rest assured that you can accomplish the former by avoiding the most common newsletter mistakes and they are explained in the succeeding paragraphs.
Using boring subject lines
It is safe to say that the first rule of email newsletter is use an appealing subject line. This is because this kind of subject line can increase open rate. The rule of thumb is use no more than 15 words in a subject line, which is fewer if the words are long. The reason for this is the chances of getting subject lines being cut off on mobile devices is quite high; this in turn, increases the probability of email newsletters being deleted.
Failing to use responsive format for mobile
Recent studies suggest that about two-thirds of emails are viewed on mobile devices like phones and tablets. It should be noted that using a responsive for mobile is extremely important with regard to email newsletters. Failure to address this matter may translate to a lower quick through rate.
Peppering subject lines with spam words
Spam words may turn-off recipients instead of the other way around; as such, words or phrases like “make money,” “earn money,” “claim,” “percent off,” “collect,” “clearance,” and the likes, must be avoided at all cost. For a list of more similar words, it’s a good idea to perform Google searches every once in a while.
Not monitoring bounce rates
Monitoring bounce rates is a straightforward, yet very effective way of determining wrong email addresses, identifying which ones are spam filtered, and many others. Also, by looking through the details of bounce rates for addresses that have bounced for four times, the database can be cleaned and therefore the delivery rates can be boosted to up to 95%.
As mentioned earlier, email newsletters still play a key role in the success of a marketing campaign. However, like other digital strategies, there are mistakes that can be encountered along the way. But the good news is they can be addressed and the optimum benefits of email newsletters can be enjoyed.
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