Ah, email. The digital messaging system as we know it first came to the Internet in the early 1980s. But some 30-odd years later, many marketers are still less than adept at using it. I see the following email offenses committed all too frequently by companies who should know better.
Over-hype
If you’re the email equivalent of the boy who cried wolf, people won’t come a-runnin’ (or a-openin’, in this case) when your message is actually important. So save the exclamation points and other importance indicators for when they’re really justified.
Harassment
Hounding your consumers with messages is obnoxious. Know the standard amount of email people expect from your type of business, and then halve that amount. People might actually look forward to your emails for it.
Sloppy S&G
Maybe my copy editing background has made me hypersensitive to spelling and grammar, but the misuse of these two screams scam to me. Poor spelling in particular is inexcusable. Nearly all email services have spell check – make sure it’s activated. And instituting a standard practice of proof reading your messages at least twice will cut down on grammar errors.
Message muddling
In the email arena, clarity trumps writing ability. If you’re not sure your point is coming across, have co-workers read the email before it goes out. Tell them to be brutally honest. If they don’t understand the impetus, you’ve got work to do.
Verbosity
I still struggle with this one myself. When you really want something from people, the temptation is to go on and on pleading your case. But in email, less is best. You’re communicating a critical point, not writing a long-form essay.
Text blocks
Per the previous sin, less is best – and breaking up that lesser amount is even better. Paragraphs intimidate people; sentences invite. So space out your content.
Lead ons
Don’t be a tease. If the subject line tells recipients about a deal, make sure a catch to that deal isn’t lurking in the body. It will make people leery of opening your future emails. At the same time, use the allotted amount of characters wisely to get the most critical part of your message in the subject line.
If this list has made you realize the error of your email ways, some good has been accomplished here. But it’s only the tip of the iceberg. E-newsletters deployed by Imagination were sent to more than 1.5 million addresses in Q3 2011. The composite delivery rate, unique open rate, and click-through rates exceeded industry standards from the DMA Email Experience Council. Imagination can take your email marketing campaigns to the next level!
