Natalie Ustymenko

Head of Direct Marketing

Anti-trends: email marketing mistakes to avoid

Constantly evolving industries like email marketing inevitably will acquire some features that become trends but with time grow to anti-trend. This happens due to the fact that marketers often overuse once working methods and approaches. So people notice them and ignore or fight against those trends. One tricks substitute others with the time that means we will have new anti-trends. But let’s focus on the ones we have in 2019 and learn more about email marketing mistakes.

Anti-trends: What Is Not Popular in Email Marketing

What Is Not Popular in Email Marketing

1. Emailing to people who did not opt for your newsletters

There were times when email marketers thought that the-more-the-better approach is the thing they need. That is why the market of email lists was thriving. But soon people start noticing that they receive too many letters they do not want. So this activity becomes spamming. Moreover, today with CAN-SPAM Act rules you simply cannot run the fare business with bought unverified lists. This will be our antitrend #1. In case you doubt the quality of your email list, check it just in case with special services like Proofy.

2. Sending images and attachments with text

One more no-no that is like a red signal to the receivers of such newsletters. In fact, any attachment makes an email look suspicious. So it is better to compose your emails in a way when you can provide information without additional means and materials. But when some marketers try to hide their intentions and simply trick the audience they win nothing but being sent to the spam folder.

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3. Providing wordy text content

It is great when you have something to share with your audience. It can not only build brand awareness but also establish relationships with your customers. But you should keep in mind that people are busy and they rarely have time for consuming bulks of information. So do not offer them long-reads. Divide the available material into short articles, social media posts or videos. Create shareable content that is easy to consume on-the-go.

Create shareable content

4. Focusing on SEO too much 

Sure, keywords still work for blog posts and articles and allow getting traffic with the help of search engines. And even then it is a sign of a bad taste when there are too many key phrases that appear in almost every sentence. When it comes to emailing, you can use some keywords simply to make the content more understandable to the reader. Do not make it look “artificial”. This is the antitrend simply because the personal approach is a trend now.

5. Using non-verified email lists

We have already mentioned that you should not use the purchased email lists. But you can suffer the same consequences if you will neglect the quality of your fairly acquired ones. Email addresses tend to become outdated and abandoned. Some receivers may stop open your letters and some of them may delete it without reading. Any of these cases may harm your metrics. So it is wise to verify your email lists from time to time. This can be done with the help of the already mentioned Proofy service.

6. Ignoring unsubscribers’ rights

This is not even an anti-trend. This is forbidden according to the CAN-SPAM Act. Do not hope that if your subscribers will not find the “unsubscribe” button, they will stay with you forever. As soon as a person decides to quit reading your emails, the way to do so will be found. It is better to respect this right and add to every letter an unsubscribe option and let your email list become cleaner organically. Otherwise, you risk your reputation and even domain rights.

Link unsubscribe

7. Using false subject lines 

Once being a trend among spammers, this trick originates from the 2000s. There were times when people were intrigued with catchy subject lines with clearly fake meaning. But today we detect them at once. That is why it is weird that some marketers (probably, not very clever ones) keep doing this. And let’s make it clear: there is a difference between fake and noticeable lines. You can modify this part of the email to grab the receiver’s attention. But do not be “you-won-a-million-dollars” guy. 

8. Hiding your marketing purposes

Again, people are clever enough to identify the marketing purposes of the emails. But do not conceal the fact you sell a product with an “informative-email” look. You can raise brand awareness of your audience with interesting and relevant posts or newsletters. However, emails with selling purposes should be separated from the namely informative or educational content.

Example of Promotional Email

9. Omitting snail mail address

Emailing means communicating with people without revealing your real address, that is true. But when it comes to email marketing, you should know that according to the mentioned already CAN-SPAM Act, the physical address of a company should be added as well. Yes, now there is no place to hide for the scammers. On the other hand, this is an opportunity for you to show that you have nothing to hide from your readers.

10. Impersonal emails

As we already said, the personal approach is ruling the market now, so there is nothing surprising that mass emails become old-fashioned. In 2019 companies invent creative ways to personalize the content they deliver to their audience as well as every particular email they send. Instead of writing numerous standard and typical letters, take some time on segmentation of your email list and then use the available tools and services to make your newsletters at least look personalized. Of course, no one expects your marketers will be emailing with every subscriber personally. But when the email contains the name and the info relevant to the particular receiver, it will be more efficient. Seems obvious? Probably, not for every company.

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Importance of the keeping-up

It is difficult to follow every trend and give up on the outdated approaches today simply because the email marketing industry is evolving and modifying so quick that is might not even notice that. However, whether you want to reach new levels and results in this field or just to avoid email marketing mistakes, you will have to, at least, try to keep up with marketing “updates”. You can even be the one who will offer new changes if you will be observant enough.

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Natalie Ustymenko

Head of Direct Marketing

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