As a marketer, you’re sending out dozens of communications a week to your subscribers. Have you ever quickly written an email and not had time to test it? Let’s face it, sometimes we make mistakes. Most of the time those mistakes are forgivable typos, but other times those mistakes can cause serious implications.
Below you’ll find the biggest mistakes we’ve come across in our 23 years of sending emails out for our clients, avoid these mistakes to ensure your brand’s credibility isn’t destroyed:
Mistake #1: Including inappropriate content in your test messages
Make sure that the content in your test emails are appropriate and something your clients wouldn’t find offensive if you accidentally sent it to them. Even if you’re just testing out a triggered mailing for an upcoming campaign, keep it professional. We have seen clients send personal or even offensive messages to their clients by accident when they test their campaigns.
Mistake #2: Not including working hyperlinks
You’ve probably all received an email that said “click here” sending you to a landing page to receive a discount offer or coupon. We’ve seen clients not include links when they set up their buttons, or forget to take out the placeholder link when they send their emails. Make sure to double check your links so you aren’t wasting your customer’s engagement on sending them to irrelevant or inappropriate landing pages.
Mistake #3: Using your personal free email account instead of your business address
Keep your personal and business email separate! You don’t want to email your clients from your middle school email address. We’ve had clients mistakenly enter their personal email address as the “from” address. Customers most likely won’t want to buy from companies sending from addresses like: TeenStud2000@hotmail.com or CutiePrincess97@aol.com. Make sure that the “from” address is coming from a professional business email rather than a personal email, and that all aspects of the email are professional and relevant to the recipient.
Mistake #4: Not spell-checking, proof reading or fact-checking your work
In personal communications it might not matter if you misspell some words or use abbreviations, but professionally, your customers expect more. Bad grammar and poor spelling signal to customers that your business isn’t on the up-and-up. Additionally, make sure to fact-check your messaging. Flat out lies and misrepresentation of facts will cause you to lose the respect and trust of your audience.
Mistake #5: Awkward or suspicious subject lines
The most important aspect of your emails is the subject line. Some of the subject lines we’ve seen have amazed us! Subject lines that start out with something like: “this is not spam” or “ACTION REQUIRED” are huge red flags. Other red flags include words in ALL CAPITAL LETTERS, or unnecessary punctuation, for example: “NEED HELP?!?!?!? GET THIS PRODUCT FOR FREE!!!!!”
Your subject line should be a short description of the email message. The line should be engaging, not something that scares readers away.
Mistake #6: Not removing standard filler text from an email template
If you’re using an email template, make sure to take out lines such as “insert text here” or “add image above”. No matter what the email message is, filler text needs to be cleared from the email before it’s sent out to your recipients. Otherwise, it looks unprofessional and it is clear that you were not putting your best effort to make the email template look professional.
Mistake #7: Copy and pasting from Microsoft Word into your HTML editor
Word or other document editors are great for drafting your content (spell check!), but if you copy and paste that content directly into your template, you run the risk of causing formatting errors. Make sure to paste as plain text or use the “copy from word” feature found in most editors to avoid issues. Also make sure to always test your messages using a product like Email on Acid to make sure that your messages can be viewed properly no matter how your clients choose to read your email.