The effectiveness of your Email Marketing relies on you staying on top of your game. Just like any combat or sport, the best defense is a good offence. So, avoiding pitfalls should be your goal.

In this article we will discuss the top 5 pitfalls to avoid so you not only stay on top but ahead of your game as well.


1. Purchase Mailing Lists

By purchasing mailing lists, you are certain to be doomed from the start. The many risks you will run into will prove to be too difficult to undo. From poor quality lists to targeting the incorrect audience, this will not only damage your brand but it will also mark you as a spammer.

It has also become illegal to send unsolicited emails. Especially in the EU where the General Data Protection Regulation (GDPR) has been introduced. Permission must be granted to add someone to your mailing list.

There really is no advantage in purchasing mailing lists, so avoid this at all cost. At MarketingPlatform we don’t accept customers with purchased lists, nor should you.


2. Double Opt-In

The use of double opt-in creates an additional step in the sign-up process where a subscriber will be sent an email to confirm their subscription. By doing so, the subscriber reassures their interest to officially be included on your mailing list.

There are many benefits in using a double opt-in. Some of those are:

  • Emails are less likely to bounce.
  • Increase in engagement resulting in higher open rates.
  • Subscribers are less likely to unsubscribe.
  • You’re unlikely to be marked as a spammer.
  • Avoiding legal ramifications.

One key factor to consider is that although subscribers are granting you permission to send them emails, they are also expecting to receive quality content. So be sure not to waste this opportunity and focus on creating engaging emails.

Therefore, it is always desirable to consider using a double opt-in, otherwise your Email Marketing may be a failure. A fate you don’t want to tempt.


3. SPAM Filters

The time and effort spent on creating newsletters can be a costly exercise, especially when your newsletters end up in spam. Something no Email Marketer likes to experience. So, understanding what triggers spam filters can help you stay out of trouble.

Here are some to consider:

  • Order of content with text and supporting images
  • Bad email templates
  • Personalized email
  • Use of words

For a more in-depth description refer to our article on how to avoid your email ending up as spam.


4. Inactive Recipients

Keeping a good healthy list up to date will ensure any inactive recipients are removed. Although having an verified email list with large numbers may sound appealing, it’s the inactive recipients that can have an adverse effect on your campaigns, and brand too.

Inactive recipients affect open rates, click through rates, conversion rates and in general your overall delivery rate. Where possible every attempt should be made to try to reactivate them. If that fails, then removing them is your best option. So, keeping inactive recipients active is of no advantage. Learn more on how to build a good email list.


5. Campaign Testing

You have spent a considerable amount of time preparing your newsletter; From creating engaging content to supporting images, all to make your newsletter look great.

But before you send out your campaign for the world to see, it is highly recommended that a test email is sent to check the below. As different devices and applications will require different settings.

  • Subject line
  • Pre-header
  • Content
  • Layout on mobile and PC

There is nothing worse than your campaign looking like it was rushed, with errors and out of sync with the template. So, test and retest as many times as required until your email looks exactly the way you intended it to.


Perception To Reality

If these checks are not done, you may end up with egg on your face. You don’t want to come across as looking inexperienced or unprofessional. So, avoiding these pitfalls will help create the reality you seek from the perception you create.

This blog post has also appeared in a MarketingPlatform Newsletter.

Author: Alex Trajcevski