10 common email marketing mistakes

How to avoid this: Use a special category of fonts called . Marketers use these predominantly since they render perfectly in all email clients. Clients like Gmail, Apple Mail, or Outlook also have fallback fonts when certain fonts are unsupported. Web-safe ones include Arial, Roboto, Helvetica and Calibri. You can also style email CSS with licensed web fonts from various sources.

Most marketers conduct an audit of which clients, browsers, and devices their subscribers predominantly use before venturing into new font territory. You can gather these insights using Email on Acid’s

Your efforts to use a unique font become moot when all your readers see the fallback anyway. Play around with fonts using a calculated approach!

6. Your dynamic content doesn’t render correctly

has always been a favorite technique to resonate with subscribers, but unfortunately, sometimes it can turn saboteur. Say your brand is having an annual sale where customers for five years get a 50% discount and customers for three years get a 30%. Imagine sending a dynamic message to your customer list only to find out that your discount code displays as “DISCOUNT CODE” instead of the unique coupon code “OFFER50” or “SAVE30.”

Issues like this can extend to basic emails as well. A personalized email can go out with “Hi FNAME” if the recipient’s first name field is empty in your mailing list. Empty merge tags or dynamic content fields can be frustrating for you and your subscribers. It’s crucial to understand that dynamic personalization only works when you have organized data in your subscriber lists.

How to avoid this:  and create specific groups for your audience in a way that subscribers whose details are missing will never have to see a flubbed merge tag instead of dynamic content. While you’re syncing contacts from external sources into your email software, don’t forget to map all the possible/relevant fields so you can use them to personalize future messages.

If you have data silos, be sure to revisit and re-organize them in an understandable fashion. With a lot of email marketing regulations like GDPR in place, it’s crucial to standardize data collection and storing methods. Eliminate unwanted data and make sure you’re only storing critical details like recipients’ preferences, purchase history, demographic info, and so on to help with email segmentation and personalization.

7. You send the right email – but at the wrong time

Another email snafu is failing to deliver an email at the ideal time your subscribers would want to see it. A simple example is sending your email to recipients while they’re asleep. Sure, they’ll see the email in the morning, but by then, it will be buried beneath other brands whose emails came in later. This can greatly diminish your email’s impact as well as open and click rates.

How to avoid this: Understand when and where your subscribers will most likely open an email. If your audience tends to open emails around mid-morning, schedule emails for that time.  powered by machine learning (ML) can also help you identify the prime open time for every email contact. That includes solutions like  from Mailgun by Sinch.

If your recipients come from multiple countries and time zones, you can also use Email on Acid’s  to collect specific information about their email activity. Use a calendar to mark the dates and times your emails will go out so you can avoid deploying emails at low engagement times.

8. You want to revert to an earlier email version – but you didn’t save it

It’s common to spend hours working on a new email layout while modifying content placement, CTA buttons, and branding colors before realizing that your first version looked better and may have even been more responsive. Did you make a copy of it? What if you didn’t, and your email is due in 30 minutes?

How to avoid this: Save different versions of your email. Whether your modifications to a template design are a simple button change or a total makeover, it’s important to have all versions if you want to revert to an older one. If you’re making 10 iterations, save  Israel Business Email List each so you can go back to any version you want later. Plus, it will help you to reference these ideas for future campaigns. You can document what worked and what didn’t to save time while creating templates later.

9. You don’t replace the default subject line and preheader

Yep, there’s this very common mistake. You added some filler text to the email subject line and preheader text. Then, you forgot to add your actual content. That’s basically like flushing your open rate down the toilet.

How to avoid this: Instead of using , you can insert low-fidelity email copy. This way, even if you forget to change your subject line before you UAE Cell Number  hit send, at least the subject line is on-brand and on-topic. In addition, use our Campaign Precheck tool to test your subject lines before you send.

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