This article is the second part of the series Common email marketing mistakes. To read the first part click here.
Subscription forms that require too much information
Analyze before asking too much information from a subscriber. The more information you require the fewer people will subscribe.
Is it necessary to required both the name and the first name? If you require them you should use them. Will you really use the birthday? (Yes, you can send an offer or a congratulations message, but don’t forget that.) Do you need to ask them to fill in a verification code (captcha)? Why would robots subscribe to your newsletter? Is it necessary to require them to accept Terms and Conditions? Do you really think someone really reads these terms. It’s a newsletter, nobody would think they would be obliged to buy. And if the terms and conditions have conditions like “You agree with us to give your data to our partners” or “You can unsubscribe with a written request and we will answer you in 30 days” you are already mistaken.
When you start an email marketing program you think that the most information you have, the better and you are tempted to ask a lot of information so you can segment efficiently, but often this is not happening and you will only lose subscribers for asking too much. And also, you can create complete profiles of your subscribers after they sign in, with surveys or by analyzing the evaluation indicators.
Don’t hide the unsubscribe link
Maybe you think it’s a good idea to make the unsubscribe link a little less visible so the subscribers won’t get the idea to unsubscribe. Wrong! They will figure out on their own if they want to unsubscribe and it will be a big problem when they don’t find a way to do it. They will directly hit the spam button and that will affect your deliverability. So you should not put the unsubscribe link with a smaller font, less visible or at the end of the message so the subscribers won’t find it.
Sometimes it’s recommended that the unsubscribe link would be the first thing in a newsletter, so if a user want to unsubscribe, he would not think about using the spam button. Maybe you will have a higher number of unsubscribers, but you will have a lower spam complaint rate.
Don’t send from fictitious email adresses or from ones that nobody checks
The email is not an unilateral communication, it’s not like the radio or TV. When you send a message you have to be prepared to receive an answer (not only a click or a conversion).
Even if you will give explicit information in the message about how you want to be reached, it’s possible that some users will reply to your message. They will be very dissapointed if they will get an undeliverability notice or they will receive no answer. Don’t use “noreply” adresses in order to not make it difficult for them to contact you.
Don’t use domains in the links
How not to do it: <a href=”http://exemple.com”>exemple.com</a>
– In the first place, because if the visible text and the destination (href attribute) are different, the message will be blocked by the anti-phishing filters.
– Also, when you send a newsletter you will want to know to clicked on your links and you will activate “click tracking” in the application that composes the messages. This application (including WomSend) will modify the links (the destination – href attribute) in order to keep count of the clicks, so you will end up in the same situation you wanted to avoid. Some filters are more permissive and they don’t make that change if the domain of the link is the same and the rest of the URL is different. But it’s impossible to know which ones do use this criteria or not and the safest is not to use domains in the link, use it only in the href attribute.
– It’s better to put something better there, a call to action that will make people click on your links.