When building or maintaining a list, keep in mind that the ultimate goal is to make the subscriber happy. Common sense and research have shown that among a huge list of factors that can cause a campaign to fail, there are five things to avoid with email marketing.
Spamming Should be Avoided at all Costs with Email Marketing
One of the most common mistakes email marketers make is assuming that everyone they have ever known will want to subscribe to their list. A targeted group or list of people is essential to building and growing lists.
No one likes, needs, or appreciates spam. In fact, it should be avoided at all costs, lest your brand value and reputation be marred beyond repair. Everyone on an email marketing list should be opted in with no exceptions.
Avoid Omitting the Opt Out Option in Emails
Including an “Opt-out” opportunity actually helps build confidence. The reader, upon seeing the opt out option, feels that the sender is more reputable and makes it easy to stop the emails.
Forcing subscribers to search for a way to unsubscribe will inevitably lead to poor feedback and negative publicity. Especially with so many individuals using social networking, word is easily spread about organizations that make opting out difficult.
Avoid HTML that is Poorly Coded
The objective with most email campaigns is to convert to sales, which is a lost effort if the HTML is not coded correctly. When including a link in an email, double-check the link to ensure it works.
If a reader is interested enough to click a link in an email, and it doesn’t work properly, chances are they will simply delete the email. Email marketing should build lists, not destroy them.
Avoid Using Copyrighted Material Unlawfully with Email Campaigns
Plagiarism and using copyrighted material belonging to others without permission will not only lose subscribers, it may also lead to lawsuits. In addition, the person or business sending the copyrighted material without permission from the copyright holder can have their website shut down along with having their email account blacklisted.
Nothing good has ever come from using copyrighted material unlawfully… that is someone else’s property. Either use copyrighted material with permission from the copyright holder or simply use original material.
Using Black Hat Techniques is to be Avoided in Email Campaigns
Buying untargeted and/or unsuspecting emails is a sure way to put a quick end to an email marketing campaign. The same is true for grossly misleading the reader with false promises. Lists are of no use to anyone if emails are deleted and reported as spam upon first reading.
A long-term reader who has developed a trust in a marketer is a much more valuable asset than one who has been forcibly enlisted, deceived, or robbed of their money.
Email marketers are in the business of convincing people that they are honest and trustworthy. Overall, knowing what to avoid with email marketing may be just as beneficial as knowing what to include. Emails that are well-written and expertly constructed will be more apt to be forwarded by subscribers, as opposed to deleted.