What are the most common mistakes in e-mail marketing and how can I avoid them?

Imagine your e-mail campaigns are like a first date. There are several faux pas that can seriously reduce your chances of a second date (in other words, of your e-mail being opened again). Here are some of the most common mistakes in e-mail marketing, presented in the light of our dating analogy:

Using clichéd phrases in the subject line
This is like saying on a first date: “Do you have a map? Because I keep getting lost in your eyes.” It may sound sweet, but it usually does not come across as sincere. In the world of e-mail it is like using “You won’t believe what happened next!” That can feel like a cheap trick and put the recipient off opening the message.

Too many e-mails
It is as if your date were constantly calling and texting you. Instead of arousing interest, it will probably lead to being blocked quickly. In e-mail marketing it is important to find the right frequency so that your subscribers stay interested but are not overwhelmed. An e-mail once a year is not exactly ideal either.

Lack of personalisation
Sending a generic e-mail is like saying “Hi, you!” on a date without using the person’s name. Personalisation, such as using the name in the subject line or at the start of the e-mail, can significantly increase the chances of your e-mail being opened.

Ignoring mobile devices
This is like inviting someone on a date to a restaurant that only has high stools when you know they prefer comfortable sofas. These days you need to optimise e-mails for mobile devices, because most people view their e-mails on a phone.

An unclear call to action (CTA)
This is like ending a first date with “Right then, take care.” without any hint of what you would like to happen next. Your e-mails should have a clear, prominent CTA that tells the recipient what to do next.

Ignoring testing and subsequent analysis
This is like going out in a new suit without checking it in the mirror. Always test your e-mails before sending them to make sure they look good on all devices and in different e-mail clients. And ignoring analysis is like taking no interest in how your date went and what you could do better next time. Track the key metrics of your e-mail campaigns so that you can find out what works and adjust your strategy.