Being in a rush
If you get too caught up in sending out you email NOW, you may be sending out content with no real purpose. Take a moment to think about what you want to accomplish with the email send. Who do you want to reach? What do you want your readers to get out of it? Think about your content, layout and use a strong subject line. A meaningless marketing email will do you no favours.
Not building segments
Think about your customers, will one email suit them all? It is important to build and use relevant segments in your database. This will give you more options when sending your emails to include/exclude certain demographics depending on whether the email is relevant to them or not. You will find by doing this your open rates will become higher and your unsubscribes lower as you are delivery relevant content that you know your customers will be interested in. Some popular segments to send to are location, age and interests. Again, it is always important to stop and think about who will gain the most from your email content.
Sending with personal email/ reply to addresses
For starters, it looks unprofessional, and by using your @google, @yahoo etc customers may question your businesses reliability . There is also a high chance that the client will not recognise the email address and immediately mark the message as spam. You can avoid all this by using your companies’ domain address.
Not testing and analysing your send data
It is important to perform test sends as often as possible. If your test send is ending up in your spam folder, it’s more than likely ending up in your customers spam folder, which could see your 50% strong open rate drop to 15% without you even noticing.
If your unsubscribe rate are rising, it is really important to ask yourself why. Are you still in touch with your audience? Is your content still relevant? What can I do to change this? For a guide to how to read your sent communications in SQUAWKBOX click here.
Some simple things you can do to improve open rates and prevent customers for unsubscribing is to start changing and tweaking details of your email, such as the frequency of the send, the send time, changing the subject line, or any other variables that can influence viewers.
Weak subject line
The subject line is the first thing a customers sees and may dictate whether your email is opened or deleted. Your subject line needs to be relevant and interesting to your customers so it catch’s their attention and provokes their curiosity making them want to know what’s inside. Some simple tips are to always make the subject line brief, relevant and informative.
No call to action
Think about what you want to achieve with the email send. Would you like your customer to buy a product? Attend a class? Update their details? Complete a survey? Whatever it is, make it easy for them by including a simple clean call to action within the email.