Email marketing is a wonderful way in which to boost your overall digital marketing strategy and keep your followers both interested and updated. Email marketing is something of an art that, when executed correctly, has the potential to yield incredible results for your business. However, the opposite holds true as well: if not executed correctly, it can be a tremendous waste of time and resources. Here are some common email marketing mistakes to avoid to ensure greater success:

  • Sending Image-Based Emails 

While you can certainly get creative with emails that are purely image-based (i.e. when text is included as a part of a large image), you are still likely to reach fewer people. Why? Because less than a third of your recipients will have their images turned on by default. This means that to view your email in its entirety, they must manually click the option to ‘Show Images’ – and there is no guarantee that they will do that. Instead, why not use a text-based approach with a few visual delights built in?

  • Not Optimising for Mobile 

More than half of the population check their emails using a mobile device – if your email has not been optimized to automatically re-size depending on the device that is being used to browse, these people probably won’t bother to take the time to attempt to read it by scrolling back and forth.

  • Using Impersonal Email Address

Email addresses that start with ‘no reply’, or something similar, have the power to instantly put someone off before even opening the email. The reason for this is simple – people want to interact with other people, not mailboxes or automated systems.

By keeping these pitfalls in mind, navigating the email marketing world shouldn’t be too difficult. However, if you’re looking for assistance from the experts who can help to further streamline the process, be sure to get in touch with the WSI OMS team today!

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