In the grand scheme of things, the various emails you send can be somewhat insignificant, but when it comes to marketing emails, there are so many mistakes that we can make. Whether you are just starting out in business, or you haven't had the opportunity to communicate the best email practices to your employees, what are the major culprits but we can all fall prey to?
Hopefully, every email that you send out is checked, and double checked and, possibly, triple checked for spelling mistakes and grammar issues. Presenting yourself in an email is a leap of faith in many ways. If you are sending out emails to potential customers, but you cannot be bothered to proofread an email, you're highlighting how lazy you are. The best way to circumnavigate this is to ensure that your email is read out loud by a couple of people that aren't you.
Not Including An “Unsubscribe” Link
You need to have a link to unsubscribe from this because, by not doing this, you are not giving your potential customer a choice. At the end of the day, our customers need to have the option to walk away if they don't like us. And, another small thing, it's illegal. If you send one email without the option to unsubscribe, you could get caught by the CAN-SPAM act, and end up paying the price.
Not Optimizing It For Mobile Viewing
How often do you view your personal emails at your computer? Rarely is probably the answer. Most of us use our smartphones while we are on the move. If you don't optimize your emails for viewing on a mobile device, you know how frustrating it is when you see websites that you have to zoom in and out of and scroll up and down, only to see a couple of words. If you're not sure how to do this, there are numerous IT support companies that can help you, but remember, it's a very simple way to keep customers on our side because we are a world that demands ease of access to everything. One email that can't be read properly is going into the spam mailbox forever.
Purchasing Email Lists
When we know we're on an email list, what do we do? Delete! If you ever purchase an email list, not only is it money wasted, but you are doing your utmost to alienate the vast majority of people from your business. Purchasing email lists isn't just stupid, it's bad business practice. It's the digital equivalent of purchasing numbers for a contact center to ask people if they've been in an accident in the last 5 years, it's annoying, and one of the biggest pet peeves of modern life.
When we're trying to build bridges with our customers, email is slipping down the chain as one of the most urgent ways, especially in light of social media. But that's not to say we can't connect with our customers via email. But before we dive into it, we need to know what mistakes we are making without realizing it.