Key Takeaways:
Learn some common pitfalls to avoid when sending your email campaigns to improve deliverability and engagement.
Sending an email campaign is like heading out on a road trip. You know where you’re going, but if you don’t check the fuel, tires, and GPS, you could run into trouble. The same goes for your email marketing. Overlooking small details like preview text, mobile formatting, or reply-to settings can throw your campaign off course. Before you hit “send,” run through this pre-trip checklist to keep your emails on the road to success.
“Make sure that your email’s preview text reinforces your subject line and intrigues readers. If you don’t customize it, email providers may pull random text like “view this email in your browser.”
– Technology Therapy® Group
The Top 10 Things Marketers Miss in Email Campaigns
1. Ignoring the Preview Text
The preview text is the short snippet that appears next to your subject line in inboxes. If you don’t customize it, email providers may pull random text, like “View this email in your browser.” Make sure this reinforces your subject line and intrigues readers.
2. Confusing ‘From Name’ and ‘From Email Address’
Your “from name” should be recognizable, whether it’s your brand name or a trusted sender. But don’t forget about your “from email address.” Avoid using generic “noreply@” type addresses that can make your emails feel impersonal and discourage engagement.
3. Overlooking the ‘Reply-To’ Address
If someone replies to your email, where does it go? Many marketers forget to check this, leaving customers’ responses going nowhere or landing in an unattended inbox. Check that your reply-to address is active and monitored.
4. Forgetting Alt Text on Images
If your images don’t load, what do recipients see? Without alt text, they see a blank space. Adding descriptive alt text not only improves accessibility but also ensures your message still makes senseeven if the images don’t display.
5. Sticking With the Default Unsubscribe Page
Every email needs an unsubscribe option, but it doesn’t have to be a dead end. Instead of the generic unsubscribe page, create a customized experience that lets subscribers adjust their preferences or reduce email frequency. This keeps them engaged rather than losing them entirely.
“Instead of a generic unsubscribe page, create a customized experience that lets subscribers adjust their preferences or reduce email frequency. This keeps them engaged rather than losing them entirely.”
– Technology Therapy® Group
6. Failing to Test Emails & Links
Broken links or formatting issues can kill engagement. Always take the time to test your emails before sending them. When testing an email, check if:
- Links work correctly
- Images display properly
- Personalization tags populate correctly
7. Not Checking Mobile & Desktop Views
Most email platforms default to desktop previews. But keep in mind that many consumers prefer to check their inboxes on mobile — especially first thing in the morning. Recent data from Sleep Advisor found that 78% of people check their email before going to work. 11% of this group checks their email right when they get up and 19% do so within 30 minutes of waking up. So, if you’re not testing how your email looks on both desktop and mobile, start making this a habit. It’ll help you steer clear of the roadblock of frustrated mobile users.
8. Automatic Click-to-Call Buttons Malfunctioning
Some email platforms automatically add click-to-call buttons for phone numbers. If they don’t work as expected, you’re missing out on leads. Always test these links to make sure they function correctly on both mobile and desktop.
9. Ignoring Image File Sizes & Quality
Large image files slow download times, while low-quality images make emails look unprofessional. Keep file sizes small for faster loading but high resolution for a polished look.
10. Overloading Emails with Too Many CTAs
Too many unclear calls-to-action (CTAs) can overwhelm readers. Instead of stuffing your email with “Click Here,” “Learn More,” and “Shop Now,” choose one clear goal and guide readers to it.
Stay on Track with Your Email Campaigns
A great email campaign is about more than just content. It’s about keeping everything on track. By avoiding these common mistakes, you’ll steer your emails in the right direction, guide customers to the right destinations, and keep them engaged along the journey.
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