The 7 Common Mistakes that will ruin your brand’s credibility

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.

Teamwork Produces Improved Delivery Results: A Case Study

Michael Wilhelm, Lead Computer Technician for The Elijah List, noticed a slowly declining trend in the number of The Elijah List email newsletter subscribers. Furthermore, it was taking up to three hours for his current Email Service Provider (ESP) to send out mailings. Rather than his email newsletter going out promptly each morning, some email was often delayed and went out that afternoon, that evening, and even the next morning (a full day late!).

The Elijah List faced these issues but did not have the available internal resources to resolve them on their own. They turned to Net Atlantic for help. The Elijah List needed:

  • Rapidly increasing daily email sending volume
  • Sophisticated support and technology assistance
  • The ability to process high volumes of mailings within minutes
  • Professionally collaborated data analysis of content to raise deliverability rates
  • Direct monitoring of blacklists and ability to immediately address server IP issues.

The results have been excellent. Net Atlantic has been able to assist The Elijah List in sending out their email newsletter quickly, getting more responses to their advising-supported newsletters, developing more consistency in their mailing schedule, and also lowering blacklisting rates.

Numerous challenges are faced throughout email marketing and the development of more compelling campaigns. Without consistency, a solid strategy, and both proper precautionary and response plans, deliverability is a challenging endeavor. A key first step for successful email marketing delivery, inboxing, and response is a strong, experienced ESP (Email Service Provider) as a key partner working together with the sender.

Many high-volume senders face the same challenges as Michael. By working with Net Atlantic, Elijah List’s delivery rebounded, while also creating more consistency, reader engagement, and increased returns on advertisement. Rapid improvements and results were seen in as little as one week.

To learn more about the Elijah List case, please visit:

https://www.netatlantic.com/docs/NetAtlantic-CaseStudy-ElijahList.pdf

Meet Robin Crowley, Support Manager

As Net Atlantic’s Support Manager, Robin’s work is never done! She helps our support team take great care of our customers (both outside and inside of the company).

When she’s not in the office, she finds time to work on all kinds of crafty projects. She’s particularly passionate about needle crafts — and she’s pretty darn good at them. We love when she brings in her latest creations for show and tell!

Following is a short interview with Robin, to help you get to know her a little better.

Best Practices for High Volume Email Senders

If you’re an email marketer who relies on email to generate most, or even all, of your organization’s revenue, chances are you’re sending a very large volume of email each month.

 

Below are the key best practices that we recommend to our clients. They might seem basic, but don’t be fooled. These practices are the foundation of the most successful high-volume email marketing programs we’ve seen in our 22 year history. Follow them, and you’ll put yourself on the road to generating even more sales and revenue for your organization.

Net Atlantic Raises Over $2,700 for the North Shore Medical Center

On Sunday, June 25th, 2017, a team of Net Atlantic volunteers participated in the annual North Shore Medical Center Cancer Walk.

Now in its 27th year, the Cancer Walk is a long-standing tradition here in Salem, Massachusetts, with strong support from both the community and local businesses.

Meet Kevin Angelli, Tech Support Specialist

Kevin Angelli has been a tech support specialist with Net Atlantic for two years, and he plays a key role in helping our customers become the best email marketers they can be. Read on to learn more about him!