The AWeber “Do This, Not That” approach was introduced when we realized that email marketing could use the equivalent to the food industry’s Eat This, Not That book. We started off with some tips to improve your deliverability.
Your deliverability might be better now, but that doesn’t mean your email campaign is mistake free. Perhaps the emails you’re creating are what’s hindering your path to success.
This is the second part of the series which deals with mistakes to avoid in the email creation process, and what you can do instead.
Don’t Use a “No Reply” From Address
What this is: Your subscribers see the emails are coming from an email address that has “noreply” in it.
If you’re approaching your email campaign as a one-way conversation, you’re on the wrong track.
A “noreply” address makes your emails sound distant and automated. You’re closed off from your subscribers and discourage developing a relationship with them.
Also consider the fact that your subscribers are getting tools to increase control over their inbox, and Gmail’s Priority Inbox bases its filtering process on your subscribers’ interaction with your emails.
Do this instead:
- Encourage communication!
Ask your subscribers for feedback on how you’re doing. Let them know you’re available if they have any questions. People like to talk to people, so let your subscribers know there is a person behind the emails.
GreenAnswers encourages communication in their emails by including a question box that directs the reader back to their site to ask a question:
Remember, Not Everyone Can See Images
What this is: You have the ability to create your messages in both HTML and plain text formats. While some subscribers may have their email client set to display HTML messages, others may not.
HTML messages allow you to track open rates and create beautiful messages. However, if you send only HTML, it can make your messages more likely to be filtered. Some of your subscribers may not even accept HTML messages in their email client.
Plain text messages aren’t as likely to be blocked, but they lack the tracking and formatting capabilities that HTML has.
Do this instead:
- Include both HTML and plain text versions
When you set up both and HTML and plain text version of your message, HTML is sent by default, but if the subscriber does not accept HTML emails it will revert to plain text. Since some subscribers may have trouble with HTML messages, you can include a link to view your broadcast message on a web page when your message is published on the AWeber archive.
Notice how Bon-Ton’s message includes a link to their web-based message:
No matter what you do, make sure you test your message by sending it to multiple email clients and checking that the message appears correctly
Don’t Treat Your Subscribers Like Numbers
What this is: Sending all your subscribers the same message.
You might think you don’t have the time to write personalized messages, so you just use the same campaign for everyone. Or maybe you’ve enabled campaign sharing to use messages someone you know already created and you’re afraid to stray from what you have.
What you’re doing is assuming all your subscribers are the same. This can prevent you from building a relationship with them, and they may be more likely to leave your list. Who likes getting generic messages?
Do this instead:
- Use subscribers’ data to create personalized messages.
You have the ability to send broadcast messages to a segment within your list. This way you can separate subscribers into different groups, and each group gets messages that are best for them. You can also ask for email preferences at the time of sign up to make sure subscribers are getting emails they requested.
You can choose to send a message to a segment near the bottom of the message editing page:
What Else Belongs on This List?
Can you think of other mistakes email marketers make? What emails drive you nuts? What should be done instead?
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