Campaign Monitor’s latest newsletter includes a link to a useful infographic about the do’s and don’ts of email marketing. There’s solid advice in there and I commend them for pulling together a nice visual representation. The only problem is, they broke at least 5 out of the 10 rules in their email that promoted the infographic. I call that out here just to show that even if you know what to do, getting it right is hard to do on a day-to-day basis.
Here are 5 mistakes Campaign Monitor made with their email promoting 10 email marketing do’s and don’ts:
1. Don’t forget preheader text. Oops, what’s this? “Bimonthly newsletter. No Images? Click here NEWSLETTER”
As the infographic says, “Include attention-getting preheader text to provide more context to your message and encourage your reader to open the email.” Adding preheader text should be an item as important on your final checklist as subject line. I use this code in the body tag:
1px;color:#333333;line-height: 1px;max-height:0px;max-width:0 px;opacity:0;overflow:hidden;” >Your amazing preheader text goes here.</div>
2. Don’t send the same email to every subscriber on your list. This is easier said than done, especially if you don’t know anything else about your subscribers except their email address. I’d be willing to bet that everyone on the newsletter list got this exact email. So remember: Segment your list based on the interests of your audience or their stage in the buying cycle. And to do that, you have to ask questions or start creating segments based on click/open behavior.
3. Don’t send a generic email that doesn’t speak to anyone. Unfortunately, nothing in this email is personalized. When you’re collecting email addresses, grab first name as well so you can get personal. Per the infographic, “Personalization increases your email’s chance of being opened by 26%.”
4. Don’t send disconnected one-off emails. A newsletter is by definition a one-off email, although it’s part of a monthly strategy. As the infographic says, “Use marketing automation to create customer journeys that nurture them and provide valuable content along the way.”
5. Don’t use the same images and copy for every subscriber. Do use dynamic content to tailor messages to subscriber attributes. Focus on your customers’ preferences and geo-location. Once again, fairly certain that everyone on this list got the exact same email. Dynamic images and copy is time-intensive but the investment is worth it.