Navigating your email campaigns into your customer’s inbox can be a scary process. Broken links, wrong subject lines, using spam words – these spooky mistakes that can haunt an email marketer for weeks.
Let’s identify these common errors, how to avoid them and maybe, just maybe you’ll come out of the process in one piece.
1. Broken links
It’s always helpful to have a second or third pair eyes help screen over your work before sending
A lot of detail goes into these email campaigns and like any type of content, it’s harder to spot mistakes in something you’ve been working on and are really familiar with. Ask colleagues to check for spelling and click links to ensure they’re not broken, are linking properly and that all call-to-actions make sense.
If you have the resources, using testing tools such as Litmus can be a huge time saver. Litmus tests for responsiveness, spam score and more!
2. Low open rate
There’s nothing worse than checking your email campaign stats to see that very few of your customers actually opened the campaign to read the content. Did they get caught by zombies or was the subject line just that bad? Either way, it’s concerning.
Brainstorming a strong subject line should be top priority since that’s the key to cutting through the inbox clutter. When brainstorming, refer to past data to see which words your customers respond best to and also read up on spam words (especially the lesser known ones) to ensure you’re not using any words that will hurt the performance of your email campaign.
3. Non-responsive design
Another terrifying sight for email marketers is an email with white space where the images are suppose to render. While your images may display properly on your computer before sending your campaign, image requirements vary between email clients and devices. It may not be displaying on other devices as you’d like it to.
Considering how a recent study showed 65 percent of emails are opened first on mobile devices and 3 out of 4 users are “highly likely” to delete an email if it isn’t optimized for viewing on a mobile device, being third screen-responsive has become increasingly important.