7 Types of failed messages

E-Mail has been in use for more than 10 years, and the industry's leaders have set an example for marketers to ensure the effectiveness of e-mail marketing strategies, but surprisingly, there are still many bad e-mails.

Today, I received three emails from the same merchant in my inbox, of which two were nothing but eye-catching ads, and the other was a daily email, which I actually expected to receive only once a week.

In fact, we can do a better job of email marketing, the first step is to get on the right track, I made a list of those disgusting mail, to see if your email is also in it?

One of the failed message forms:

Universal Mail

Most people don't want to wear the same clothes, why do marketers think that users can accept a message that applies to the different needs of all subscribers? These emails are not customizable, and although the message is designed to take into account the content, a large amount of information still requires the reader to constantly scroll the mouse to fully read.

A better approach is to ask the subscriber's reading preferences in a licensed message and make a mailing list that takes into account those preferences. For example, when a subscriber agrees to receive a message, you can ask them what kind of topic they would like to read and how often they want to receive the message. Depending on the subscriber's needs and reading preferences, the subscribers may look less, but they have a higher degree of loyalty.

Failed Message form two:

Daily, weekly and monthly content to respect readers ' expectations

Many marketers believe that the more they communicate with subscribers, the better, however, the marketers I work with are surprised to find that when the company increases the frequency of mail delivery, the number of mail unsubscribe is also soaring. The company found that many subscribers did not have the same intent when we were in frequent contact with subscribers. When the company does not give subscribers the right to choose, many subscribers can only choose to say "Bye" to the merchant.

The best thing to do is to give the subscriber the right to choose, the frequency and content of the message to be received, and, if possible, allow the user to view the PDF sample of the message and let them know the effect of the incoming message. Once the reader is given the desired choice, it is necessary to respect the wishes of the subscribers.

Failed Message form three:

Messages with only pictures

About half of the mail managers removed the images to conserve server space and reduce the number of spam messages. Send only pictures of emails, you will lose a large number of readers, because mail subscribers can not see the image content, replaced by a scary red fork. These red forks make the message look more like spam, no matter how beautiful the message will be deleted immediately, or the recipient feel too troublesome to ignore.

Once there was a customer who focused entirely on the design rather than the function of the message, although the mail was beautiful, but it did not produce real results. In this way, marketers encounter problems, well-designed high-quality picture mail in those who turned off the image function of the recipient mailbox only a black background and can not read content.

To avoid this problem, make sure that you are easy to read in your pictures and text programs, and then attach text after the picture, so that you can browse the content of the message regardless of whether the subscriber's picture function is switched or not, and any mail carrier can help you achieve this.

Failed Message form four:

Message length exceeds one screen

Mail is popular because it facilitates quick communication. In fact, the reader's attention span is short and their inbox is almost full. Emails quickly grab subscribers ' attention. But why do enterprises in the development of mail marketing but users are constantly scrolling the mouse to read the message? This is the mistake marketers make-trying to put a four-page newsletter into an e-mail message without realising that the uniqueness of the message is prompting subscribers to act quickly.

To make the message stand out, make sure that the entire message is fully visible in one screen. Mail marketing should contain a call to action, the content should have a title. Use hyperlinks to continue stories, connect information, lead people to investigate, show videos, and more. Each message contains 3-5 hyperlinks to ensure that the content is concise and to measure the reader's loyalty through a multi-channel tracking mechanism.

Failed Message form five:

Untested messages

The first thing to do before going out is to look in the mirror to see if your hair is combed and the clothes are stiff. Why don't you check the message when you send it and make sure it looks good.

Be sure to test the effects of each message on a variety of mail clients and mobile devices, and check for typos and bad chains in the message. Most mail service providers have a convenient email display test tool, or you can set up a test list, register several major mail accounts, and send test emails to them.

Failed Message form Six:

Messages without a user's permission

Do consumers buy your goods, which means they agree to receive your email? Once the user has traded with you, is it appropriate to add them to the mailing list? Anti-spam is not a bad bill, and some marketers say it fits their needs. People may buy mailing lists, or add their mailing addresses to the list when a consumer generates a transaction but don't have permission to receive them, or create as many mailing lists as possible through other techniques. They think the more email addresses are in the list, the better, but the downside is that it will eventually damage your brand reputation.

Ask yourself: Why do you communicate with a reader who is unwilling to get information from you? Isn't it better to communicate with the few people who are willing to get information from you? A higher degree of loyalty to mailing lists leads to higher response rates and lower unsubscribe rates. The best way to do this is to create a licensed mailing list that comes from your Web site, the registry on your Facebook page, the links on the Twitter, and the registration path on the trade show, and so on. Make sure those who choose to receive mail understand what mail they are about to receive.

Failed Message Form VII

Messages without social media links

Social network is an effective way to interact with loyal audiences. E-mail is the starting point for communication, and social networking links turn mail into a tool for viral marketing. Messages without links to Twitter, Facebook, or other social networks will lose their chance of multiplying.

Many mail service providers can track the content of messages shared through social media to measure the viral appeal of their emails. Marketers can chase someone who specifically shares the content of the message, what social networking sites they share, and how many people have browsed the content. This helps marketers define the most valuable subscribers.

If you belong to any of these forms of mail, then quickly change your email marketing strategy! Just a little effort, every test, link, strategy adjustment will make your email more perfect. You will find that mail subscribers are becoming more loyal, the content of their emails becoming more closely related to their audience, and your email marketing results will be more successful.