Costly Email Mistakes

Costly Email Mistakes



Costly Email Mistakes
When an​ email program is​ designed and executed well it​ can bring more subscribers and revenue than what was targeted .​
If, executed poorly it​ will get terrible results and also anger among recipients and not to​ forget answering your boss’s innumerable questions.
Outlook is​ the most used email client, so it​ shouldn’t be ignored, especially the Outlook Junk Filter .​
But many companies do not spare time to​ learn about keywords and symbols with the default filter searches for .​
Some of​ the common words and symbols, which are also the most widely used, used for filtering the email as​ spam are ‘free’ and exclamation mark at​ the end of​ the subject line .​
But the word ‘free’ does not always arouse suspicion like many legitimate email marketers think .​
It can be used correctly and in​ context with shipping or​ sample, etc .​
Nobody can disagree that it​ is​ still the most effective email offer .​
So the key here is​ to​ know the words and how to​ use them so that the email does not get caught by spam or​ bulk mail filters .​
Certainly quality costs money, which also applies to​ email marketing .​
Some marketers say that even low cost email list delivers a​ respectable turn over, but experts advise that more expensive list produces even bigger returns because of​ high quality .​
Another point to​ be noted here is​ that when you are mailing to​ an​ inferior quality list, you are actually harming your brand .​
The subject lines of​ eNewsletters must not be meaningless .​
Examples are ‘SE Update #101’, ‘Career Journal Today’ and ‘eClub Newsletter’ .​
These subject lines say nothing at​ all, when it​ is​ the purpose of​ the subject line to​ entice the recipient to​ open the email .​
Things such as​ issue number and words saying that this email is​ a​ newsletter are of​ no value; instead they should include information which will grab the attention of​ readers .​
A target link which will work in​ one email client won’t work in​ another .​
For example, if​ it​ was mentioned ‘AB Company’ in​ the from line, it​ will be displayed as​ ‘marketing@ABCompany’ in​ AOL email client .​
If it​ is​ written ‘Order by Sunday for Free Shipping and Arrival by Nov 28’ in​ the subject line, AOL will render it​ as​ ‘Order by Sunday for Free Shipping and Arrival by Nov’ .​
Either some part of​ the message is​ missing or​ the content is​ manipulated .​
So such variables must be tested in​ different email clients and if​ not, it​ will have a​ big impact on the email results .​
The ease in​ email marketing when compared to​ other marketing is​ the immediacy of​ testing .​
If variables aren’t tested regularly then the medium is​ not used correctly .​
Successive and regular testing not only builds but refines results .​
Many marketers like to​ test on rented list, but wouldn’t mail in​ great number to​ the best performing email lists .​
It is​ understood that the email campaign is​ successful when it​ promotes a​ compelling offer .​
Compelling does not mean that the offer should be ‘free’ or​ ‘50% off’, but it​ should be of​ value and relevant to​ the reader .​
The lists must be segmented and the offers made must be more relevant to​ the recipient’s needs, behavior and interest .​
When lists are being rendered, the most appropriate ones must be selected and the offer must be developed upon the needs of​ the targeted audience .​
Some of​ the top email clients have emerged as​ big challenges for the customer oriented marketers .​
Every ISP has its own issue which needs immediate addressing, such as​ HTML compatibility issues, spam, blacklisting, and volume based filters, etc .​
The biggest mistake is​ not monitoring the results by ISP or​ domain .​
Problem is​ not known until it​ is​ discovered .​
Everyone is​ becoming search engine optimized .​
The key to​ reach the top ranking on top search engines is​ search engine optimized content .​
Since eNewsletters are the best content sources, they definitely must be search engine optimized by including various keywords, so as​ to​ increase the rankings .​




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