What not to do in an email campaign

What not to do in an email campaign

What not to do in an email campaign

Throughout this month we are focusing on email campaigns, the tips, tricks, dos and don’ts to get you on track. Today’s blog looks at what not to do in an email campaign. As though they are a quick and easy option to put together, they can also quickly and easily go wrong.

Here are seven easy mistakes to make they may cost you business.


Send it to everyone

You have some email addresses. You know you should go through them really, but that takes a lot of time that you just don’t have. So you send your one email to the entire list.

This brings you a lot of bounces, unsubscribes and generally not a great return on your ‘effort’. So why doesn’t it work?

Well there are a number of things wrong with this scenario. Firstly, you should regularly clean your data, as database’s tend to decay 22.5% each year. You should also take the time to ensure everyone has opted in for your emails. Then you need to look at the other data you have. Check out our previous post for more on this. But really you need to be making sure that the email that lands in your customers inbox is one that is relevant, useful and personal to them, otherwise what is their incentive to buy?


Put really long subject lines

So you want to make sure the customer knows exactly what they are opening, so you write a brilliant subject line. It’s a little long, but it’ll be okay, your customers will understand once they open the email.

Wrong. If your subject line can’t be seen fully in the preview, chances are they won’t open the email full stop.

It has been proven that more emails are opened when they have a shorter subject line and ideally you should be keeping them under 50 characters. Make the line as short, snappy and to the point as you can. It should point to what the content is, but the email itself should explain what’s going on, the subject line is just the precursor.


Bad timing

Newsjacking or scheduled emails can go horribly wrong pretty quickly. Always check current events and the schedule of the email, and if in doubt of how it will be interpreted, always get a second (non-biased) opinion.

Newsjacking or topical content is a brilliant tool, but when you are delivering that content straight to someone’s inbox, you need to take extra steps to ensure it won’t cause offence.


Spamming the hell out of people’s inboxes

Have you ever thought ‘Ooo that’s the fourth email I’ve received from that company this week, I definitely want to go and check out what they have to offer’ … No didn’t think so. So why do we think it’s okay when we’re the business?

Your emails should be useful, and if you have to send 5 in a row, they might not be providing all that benefit to your customer. Not to mention they should be expected, and your customer will most likely be expecting all the information they need in the minimal amount of emails.

Carefully plan out your email schedule, and explain at the point of signing up what users can expect in terms of emails from you. If you state then and there you will be sending an email every day and they still sign up, then that’s okay.

Also remember to only re-send the same content to non-openers. Don’t annoy the people who are actually clicking your email.


Not suitable for mobile

Did you know that 45% of email opens occur on a mobile phone? So why when building up your email do you not consider what it will look like on a mobile phone?

Consider how your images will resize. Is there a lot of text? Will people be having to try and expand to read it? If you received an email that just didn’t look right on your mobile, would you click back off it and forget all about it? I’m guessing you probably would.

You have to design for mobile first if you want to keep up with your customers. Luckily most free to use email programmes such as MailChimp already use responsive templates, you just need to make the most of them!


No obvious action

You’ve got a great subject line, loads of your recipients have opened, but then nothing. Why is nothing happening? You’ve spent so long putting together this fabulous email with a beautiful design. And it’s full of loads of useful information too!

But what did you actually ask your customers to do? Was there a singular call to action which was obvious to the reader? If you are bombarding your readers with lots of beautiful pictures, and all of this information, how do they know what to do next? They may just absorb everything and continue with their day.

All of your email should be pointing to a single call to action which is clear to the reader, and appealing enough to inspire them to click. Make it as easy as possible for the reader to complete the action, and for you to be able to measure the result.


Not bothering to test, or read through, or just generally speeding through.

Again, we love to rush and get these things out don’t we? But how do we know our links work? That it makes sense? And that its going to achieve what you want it to achieve? You need to test it!

Send it to yourself, to your colleagues, to a beta set of customers. You need to test drive this to make sure what you send out will have people looking forward to your emails, not unsubscribing from your list.

You also need to commit to the changes you may need to make. Though you may love the design, or you really hadn’t factored in the time to change your CTA button, you have to change to make it better. Otherwise what was the point in testing? Or sending for that matter.


What has been the worst email you’ve received and why? What would be your advice on what not to do in an email campaign? Let us know in the comments!

A tough week for seriously paw-ly George

A tough week for seriously pawly george

A tough week for seriously pawly george

I’ve been tasked with pawing the blog today, which has been quite a ruff one. Our George has been a little in the wars, and it’s time to update you our furry friends.

George had been suffering for a few weeks with a very paw-ly eye, having to go back and forth to the vets, and leaving mum and dad putting eye drops in 6 times a day. As you can imagine this wasn’t George’s favourite part of the day. As the drops were kept in the fridge, he would hide in his bed whenever the fridge door went rather than running to see what he could scrounge!

We thought his eye was getting better, but during a normal day at the office, and running to greet someone at the door, George let out a yelp, and his eyeball went pop, and mum and dad had to rush him to the vet hospital.

Me and Sammy were so worried, but knew he would be okay with mum and dad and the vet. Unfortunately, we found out that George had a ‘corneal ulcer’ which can develop rapidly. Meaning they couldn’t save his eye, and the vets had to remove it.

Now, I know that George loves dressing up, but I thought this may be a step too far for the pirate costume he wanted to get (complete with eye patch).

But all barks aside, we felt very sorry for our Georgie, as not only did he have to have his one eye removed, but we found out that he had the same problem in his other eye, with a tiny ulcer appearing. Then the very next day after his op to remove his eye, before he even had time to come home for a cuddle! He had to be rushed to the hospital again for an operation to save his other eye, as the ulcer had grown massively.

The vets were amazing. We thought the dog squad had strategy down for trying to steal the humans toast, but their plan was something else! They were going to take out the bad bits in the eye, and then graft some of George’s eye back over, so that he could still see a little bit. We were very impressed at how they must have a steady paw! But also a little worried about our George.

Luckily George is a tough cookie, and came through the two operations in two days, a bit battered, a bit bruised, but still the same cheeky George we love (and lick). He had a couple of days of extra cuddles from mum and dad, and from us too when we were allowed to have a gentle cuddle. Even with the very limited vision he had, he was still trying to help mum dehead flowers in the garden, and even tried to play with his toys.

It looked like he was back on his way to recovery, but on Tuesday morning, just after we had all had our breakfast. We heard the same yelp that followed the pop last time, and mum and dad knew they had to get George back to the hospital. Even though they rushed and rushed, the vet said they would have to remove his other eye too.

This left us all very sad. What were we going to do?

Thankfully we know George is a tough nut to crack, and he would adapt. He was even doing what he could before his op to make the vet smile, including singing to him through the night.

As of this afternoon (Wednesday) we can say that George has come out of his operation, and out of the anaesthetic, and should hopefully be home with us tomorrow.

So George looks a little different now, but it’s okay. Me and Sammy are going to take him under our paws until he’s back to his normal boisterous self. Dad’s got loads of training in mind so he can still use the house as normal, and mums buying bells galore so he can hear things coming.

We know he’ll keep inspiring us, even without his sight, just like the Paralympian’s we are waiting to see on the tele. Oh, I wish I hadn’t barked that now, George is already expecting a medal. Watch out for a blog of him saying how he’s like a Paralympian now!

Thanks to all the extra love we’ve had off all the humans, from the team at the office, to the vets, to the clients, and even the poor postman who was in tears over Georgie. We wuff you all. (You can tell George isn’t pawing this blog as I can go a bit more soppy and dramatic!).

We’ll bark more updates as we have them, as well as guides of what to look out for in your pet pals, and we’re sure George will want his say when he’s feeling a little better. So make sure you sniff the blog for more information.

Love and Licks

Chops xoxo

Email Marketing Statistics to consider in 2016

Email Marketing Statistics to consider in 2016 header image

Email Marketing Statistics to consider in 2016 header image

Email has changed in 2016. With a boom in automation and mobile use, we take a look at what this has done to email marketing statistics.

Email is a marketing tool which goes back and forth as being “dead” and not worth much. But as with every marketing tool, if it fits with your strategy, and is done well, it can achieve great results, just as these email marketing statistics show.


Email Automation

Email automation has taken a huge jump; as online shopping is now proving to be the consumer’s favourite. Acting as an instore offer, or a happy to help assistant, triggered emails help to get customers to the till. Whether that’s incentive to come back and pick up their basket, or to buy a little extra than what they normally would.

Using inbound methodology of allowing the customer to control the sales process, automated emails offer the company to chance to convert the customer.

So does this actual work?

  • B2C marketers who leverage automation have seen conversion rates as high as 50% – eMarketer
  • Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email
  • Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. – Lenskold and Pedowitz Groups

From these stats it appears so. Automation, when done correctly, seems to be the perfect balance of nudging consumers down the sale funnel, whilst the customer is still in control.

Will this continue to be the case?

Prediction: Email automation tools become even more useful, offering email marketers more ways to creatively use them and an ever expanding list of triggers – Daniel Codella of Zurb


Email and mobile

As you may have noticed, there has been a lot of stories about mobile ready website, and mobile friendly ads, and email marketing is no exception.

Over half of email is now opened on mobile, meaning your beautifully crafted email needs to able to open on mobile to be successful.

This means looking at responsive design. Perhaps a more ‘drag and drop’ style then hard coding your email. Meaning more people will receive the full benefit when they open.

But is this something you really need to worry about? Let’s take a look at the stats:

  • About 53% of emails are opened on mobile devices. – Campaign Monitor
  • Though the number of new Internet users is growing at less than 10% per year, the number of new smartphone subscribers is growing at a 20%+ rate. –TechCrunch
  • It is more common for a reader’s second open to be on a mobile device than it is on a different device: 70% will stick with their mobile device, and 30% will go elsewhere. – Campaign Monitor

Mobile marketing is no longer a gimmick. It’s something you need to consider in every aspect of your marketing campaign. Especially with email.

Prediction: Email marketing will experience a second coming of age in 2016, thanks to mobile strategies, more integrations and more insights from data. – Chad White of Litmus.


Email personalisation and segmentation

Automation has helped with email personalisation and segmentation, as emails are triggered by a user’s action. But if you are looking at a more traditional email marketing campaign, is it still worth segmenting?

Yes. Of course it is! The user who is receiving your email doesn’t know if they are part of a “traditional campaign” or an “automated” one. All they care about is if that email is of use to them personally.

So should you be taking the time to segment your data? Let’s take a look at the stats:

  • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
  • Emails with personalized subject lines are 26% more likely to be opened. –  Campaign Monitor
  • Personalized emails deliver 6x higher transaction rates. – Experian

The truth is, as consumers we provide a lot of data to companies, and when we receive un-personal, generic emails, it’s kind of a kick in the teeth. Use the data you have, cater your messages, and you will receive the rewards.

Prediction: “hyper-personalization” is becoming a reality. Specialist third-party services pop up in deliverability, testing, live content, remarketing, predictive analytics, email advertising & customer intelligence. – Rene Kulka



Email Vs Social Media

Email marketing is often compared to social media. However, this is not something you should be doing. Email and social stand at different parts of the sales funnel. Social media is there to attract, and draw new people in. Whereas email is to convert, as they have already filtered down the sales funnel.

So of course statistics are going to look amazing for conversion levels of email, but sometimes you need to view these in context. Here are just some of the statistics out there:

  • You are 6x more likely to get a click-through from an email campaign than you are from a tweet.- Campaign Monitor
  • Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
  • A message is 5x more likely to be seen in email than via Facebook. – Radicati

Don’t choose between email or social, as they are not an either/or option. Both have their merits, and their faults, but they are two very different things.

Just remember that if you have someone’s email address that you have permission to use, chances are, they are more willing to convert as they have passed on their details.


Other email statistics

Just a few last email statistics for the road, to give you thought for your next campaign.

  • The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – Radicati Group
  • 76% of marketers see active growth in their number of email subscribers. –Ascend2
  • Open rate is highest when companies send two emails per month. – Database Marketing Institute
  • Email marketing was the biggest driver of Black Friday transactions, with 25.1% of sales originating from the marketing channel. – Custora
  • 65% of users prefer emails to contain mostly images, compared to 35% who prefer text. – HubSpot


Do you use email campaigns in your marketing? What do you think of these email statistics? We’d love to hear your thoughts in the comments.

If you require help or advice with your email campaign, then why not speak to the team about arranging a free marketing consultation to see if we could work together.