10 Email Mistakes That Cause Campaigns to Underperform (and How to Fix Them)
5. Relying on a Single Message: Every type of email you send will benefit from this tip. Sending a three- or four-message welcome series will prolong engagement just as sending three shopping cart abandonment emails will increase sales. We've also seen great success with the tactic of sending the same email with a different subject line to non-openers two days after the first message was sent, almost doubling the responses.
6. Not Testing Campaigns: Email provides almost instant metrics, so I'm always surprised when I hear marketers skipping this step. Every part of your campaign should be tested—subject lines and calls-to-action especially—but even headlines, offers, timing, graphics, layout and messaging. Every tweak you make will cause a shift in the results, so take the time to test different campaign aspects to find what works best.
7. Not Throttling Your Deployment Schedule: Guess who else doesn't throttle their deployment schedules? Spammers. One of the quickest ways to ruin your reputation and deliverability is to send your entire list a message at the same time. Even if you only send once a month, you should throttle the schedule to send the emails to your different segments on different days, or at least different times of the same day. By the way: not sending often enough can damage your reputation just as much as sending too often, so pay close attention to your deployment schedule.
8. Not Re-Engaging Inactive Subscribers: Inactive subscribers might not be responding directly, but their silence should speak volumes. The emails you're sending them aren't relevant anymore. A re-engagement campaign directed to these subscribers will re-capture some of them; but the rest should be segmented out of most, if not all, of your future sends. Not only will this maintain deliverability, but will increase your email marketing ROI.
9. Not Optimizing for Mobile: More and more subscribers are opening your emails on smartphones—I've seen estimations of as high as a 40 percent increase this year alone. Design emails with mobile devices in mind; including extra padding around links for use on touchscreens, contrasting colors for text and background for easy viewing, and, of course, don't overdo it with graphics.