Did you know that a staggering 69 percent of all email marketing messages suck? These are mainly due to three reasons – laziness, human error and lack of education.
Laziness means sending an email marketing message without testing it first, or sending one big image, or sending an email that has blurry or grainy images. There should never be a “Do not Reply” message in the body, there should be no spelling or grammatical errors, and there should never be a trend of decreasing open / click-through rates.
Another reason why most marketing messages suck is because of lack of education. You always need to challenge your email service provider to become a better and more effective email marketer. There is lots of information out there – on basic, intermediate and even advanced marketing techniques – you can get all of this for free. You can check blog posts, conferences, articles and tweets to read up on the subject, to get better at your email marketing. A major reason why most marketing messages suck is because the senders have not done their research properly – so don’t let lack of education be an excuse – educate yourself properly today. Remember that if you are going into email marketing for the first time, it might be a little difficult, but hang in there – with a little dedication, you can really stay at it! Ask your client service manager for better service, that way you will get more out of your email marketing campaigns.
Of course, a major factor why this type of marketing messages suck is because of human error – there might be the case of bad spelling or faulty grammar. Stuff happens, and we send out an email to millions of people only to have the boss forward it back to us! The occasional human error is forgivable, but if you constantly find that this is a problem, then it’s time to nip it in the bud.
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