Mistakes to avoid when sending an email campaign

Sending an email campaign is a powerful digital marketing strategy, but there are many mistakes you can make that can compromise its effectiveness. Here are the main mistakes to avoid to ensure the success of your email campaign.

A poorly written subject line

The subject line (https://www.oxemis.com/emailing/fonctionnalites/creer-un-message-html) is more than just a sentence: it's the gateway to your content. It's the first thing your recipients see, and it often determines whether or not they'll open your email. To maximize your chances of engagement, it's essential to take care of this aspect by considering two fundamental criteria:

A bland subject line

A bland or generic email subject line risks going unnoticed among the hundreds of messages your recipients receive every day. To capture their attention, use powerful, persuasive words that arouse their curiosity and pique their interest at first glance. Personalization is also crucial: address your reader directly by using their first name or referring to specific elements that are familiar to them.

An unclear subject line

Clarity is the key to effective email subject lines. A confusing or ambiguous message won't make your recipients want to open your email. Opt for concision and explicitness by choosing precise words that clearly summarize the content of your message. Your aim is to give your recipients a clear idea of what they'll find inside, while encouraging them to open to find out more. Bear in mind that the aim is to arouse curiosity without revealing all the content.

Sending emails repeatedly and at the wrong times

To avoid your e-mails ending up in spam, it's crucial to manage the frequency and timing of your mailings correctly.

Don't spam your contacts with e-mails

Sending too many e-mails can tire your recipients, who may then mark you as spam. Limit your mailings to once a week to maintain a high open rate and avoid being marked as spam.

Choosing the right time to send the campaign

The art of emailing isn't just about content creation, it's also about timing. Understanding your recipients' habits is essential to maximizing the impact of your campaigns. Analyze your audience's behaviors to determine the best days and times to send your emails.

For example, Mondays and Tuesdays are often considered good times to send, as recipients are more likely to check their emails after the weekend. Don't be afraid to experiment with different sending days and times to find out what works best for your audience, and continually adjust your strategy according to the performance of your campaigns.

Poor management of your contact list

A well-managed contact list is essential to the success of your email campaign.

Clean up your contact list

The quality of your contact list is crucial to the success of your email campaigns. Take the time to regularly clean up your list by eliminating inactive contacts or those who haven't opened your emails in a while. By focusing on engaged recipients who interact with your emails and who know and appreciate your brand, you'll increase the relevance and effectiveness of your campaigns.

By eliminating irrelevant contacts, you'll also improve your email deliverability and reduce the risk of being marked as spam. Investing in the quality of your contact list is therefore essential to keep your audience engaged and maximize the results of your email campaigns.

Don't offer a call-to-action (CTA)

An email without a call-to-action lacks direction for the reader. The CTA guides the recipient towards a specific action, such as visiting your website or buying a product.

Importance of the CTA

A good CTA is clear, concise and uses action verbs like “Take advantage” or “Buy now”. Place it prominently to maximize clicks and conversions.

Sending an email, but forgot to add a call-to-action? Then what's the point of running a campaign? This e-mail should be able to guide your recipients easily to your site to incentivize them to take action, and thus increase visits to your site.

A poor choice of template

The choice of template influences readability and engagement with your email.

Choose a clear, attractive template

When designing your emails, the choice of template is crucial to captivate your audience. Opt for a template that naturally guides the reader through your content, with a logical and aesthetic layout.

Make sure that the colors used are attractive but not garish, and that the font is easy to read on all devices.

A neat, harmonious layout enhances the credibility of your message and encourages your recipients to become more involved.

By investing in a well-designed template, you improve the reading experience of your emails and increase the chances of getting positive results from your email campaigns.

Forgetting to track email campaign results

Tracking performance is essential for evaluating and improving your campaigns.

Analyze KPIs

Measure key performance indicators (KPIs) such as open rate, bounce rate, click rate and unsubscribe rate to understand the effectiveness of your campaign and identify areas for improvement.

The different indicators to observe :

• The open rate

This is the percentage of e-mails opened out of all those sent. You'll notice if your object is punchy and readable by the open rate.

• Bounce rate

This percentage corresponds to the number of undelivered e-mails in relation to the number of e-mails sent. A rate that's too high can harm your deliverability. This is an essential indicator for knowing whether your database is still up to date. Indeed, some e-mail addresses no longer exist and recipients will never receive your e-mails.

• Click-through rate

The click rate indicates the number of emails where a link has been clicked by your readers on the emails sent. This tells you whether readers have been prompted to take action. A good click-through rate indicates a quality call-to-action and template.

• Unsubscribe rate

This rate indicates the relevance of your e-mails. In effect, you'll know the percentage of unsubscribes to your newsletter after the email has been sent. If recipients don't notice the relevance of your e-mail, or if it's sent too frequently, they're likely to unsubscribe, pushing up this percentage.

In conclusion, the success of an email campaign depends on avoiding these common mistakes. Careful copywriting, intelligent contact list management, good sending timing, attractive templates and constant performance analysis are essential to optimize your email marketing strategy and achieve your objectives.

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