We’ve previously mentioned that ISPs are interested in list engagement, with subscriber interaction becoming pivotal for your emails’ deliverability. This goes for both good interactions and bad interactions. If your emails just sit in a recipient’s inbox until they decide to de-clutter it through deletions, then basically you are doing every thing in your power to get them to unsubscribe from your emails.
The most common offenses are:
Sending recipients emails every week or even every day with similar offers is not going to make a subscriber want to make a purchase. In fact, it is more likely that they will get very irritated with your constant intrusions. If they don’t open your emails every day, then you are basically just harassing them to the point where they will get sick of hearing from you.
The not-so-monthly newsletter
If you do a monthly newsletter, make sure that it stays “monthly”. Don’t call it monthly and then send one out twice a month. Stay true to the frequency that you promised on your email sign up page. If you need to change it, let your audience know and allow them to choose if they want to stay or go. Don’t think that you can trick recipients into reading your emails by playing with their expectations.
Being TOO friendly
It is a good idea to not send your emails from a generic email address like “sales@” as it adds an added level of personalization. However, don’t think that you can send emails that are really ‘warm and fuzzy’. You are sending professional emails to subscribers, not friends. Don’t use language that is too casual or act like you know the recipient too well. It is very jarring and can make people uncomfortable.
You need to make sure that you add more than just a quick message, a stock image and a small CTA button in your emails. You need to include high-quality-content that will get your subscribers’ attention and make your CTAs clearly visible so you can lure them to your site (social sharing buttons are also a great way to encourage subscribers to share your content). Your email needs to look aesthetically pleasing, get the message across succinctly and feature an easily identifiable call-to-action.
Email that’s not optimized for mobiles
Emails look different on mobile devices. That’s a fact that you need to consider especially when about 48% of all emails are now opened on mobiles. If your emails aren’t optimized for smartphones and tablets, subscribers may simply unsubscribe from your emails because they can’t read them. Images and text need to be easy to view on mobile devices your subscribers use to read their emails e.g. iPhone, Android devices, Windows Phones, iPads etc.
Not listening to your readers
Email marketing is not a one-way street. It’s true that most of your subscribers won’t email you to say what they like and don’t like about your messages, but you can still gather their feedback and open a general line of communication with them. This info can then be used to improve your campaigns, such as by adding more useful content and special offers, which will keep recipients who are ‘on the fence’ from unsubscribing from your emails.