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Common Rookie Mistakes

If you're new to email marketing, you're probably excited to advertise your business and communicate consistently with customers. However, you may find yourself sending emails to people who have forgotten about your business or did not give you permission to include them in your email marketing efforts. You might inadvertently send emails or use language that offends your recipients or does not convey your message the way you intended. Even small things like using an unprofessional reply-to address can get you in trouble for spamming resulting in your emails ending up in junk folders or on blacklists.

Before you begin developing your email marketing campaigns, check out these common mistakes that email-marketing rookies often make and instructions on how to avoid them and build an effective email marketing campaign

If you have any additional questions, please do not hesitate to chat with our support team at PrimeSender.com/support.

Unauthorized Email Marketing

Before any email-marketing materials can be sent, permission from every single recipient must be acquired. Permission means that the recipients on your list have specifically requested email marketing from your business. Before investing time and money in an email-marketing campaign, start getting permission from customers. This is fairly simple to do and will result in fewer spam complaints, better deliverability, decreased legal liability and better open and click results. PrimeSender automatically asks for a permission reminder in your campaigns.

When creating a new list in PrimeSender's Campaign Builder, you'll have to include a reminder. In addition, every time someone is manually added to your list, you'll have to confirm that your subscribers asked to receive your newsletter.

Transactional Emails vs Email Marketing

Do you have a list of customers who purchased products from your e-commerce store? They'll expect to receive email receipts and email-shipping notifications. Those are transactional emails and are different from email marketing. Those emails should be sent from your business server.

Email newsletters, coupon listings and special promotions are considered to be email marketing or commercial emails. If you send a marketing email to a list of people without their permission, then you're sending unsolicited commercial email (UCE), otherwise known as spam. It is crucial that you understand the difference because if you send unsolicited commercial/marketing emails, you can expect to be contacted by the FTC (Federal Trade Commission) for violating the CAN-SPAM law. To summarize: Don't be a spammer.

Rushing Campaigns

The biggest mistakes happen when marketers "had to get this campaign out yesterday!" This rush for completion results in improper design, inaccurate coding poor content and unplanned subject lines (perhaps the most important factor in your email open rate). The email list is not vetted to ensure that the list is clean and totally opt-in. This results in broken emails being sent to lots of people who never opted in, forgot about your business, don't remember signing up for your emails or haven't heard from you in years. These recipients classify your email as “SPAM” in their email program (studies show that anywhere from 10-30 percent of recipients have done this, even to emails they requested, thinking it was the only effective way to unsubscribe from a list). This classification generates alerts to their ISPs, who in turn blacklist the sender for spamming. It is therefore important that you take the time to ensure that your email is being sent to people who have requested it and properly format and design your email so that recipients do not perceive it to be spam.

Assuming People Want To Hear From You

Your email list must be made up of people who specifically gave permission for emails to be sent to them? If this is not the case, then you're assuming they want to hear from you. This could result in you being reported for spamming. It does not matter if extensive time was spent putting together that list of prospects or if a lot of money was spent on acquiring that list or if it is made up of people within your industry. If users did not request to be placed on your email-marketing list, your emails to them are spam.

It is important to recognize the difference between sending a direct personal email, and being sent a sales pitch that has also been sent to an entire list of people. It is therefore important to ensure that email campaigns are directed to prospects who have given permission to you to email them. It is recommended that you do not use existing sales-contact lists and avoid purchasing lists even if they're "opt-in". Create a list of your clients and customers that have not yet opted-in for newsletters from you and send them personal, individual email invitations requesting that they join your marketing list.

Assuming People Know Your Business

Very often, marketers develop email-signup forms. But do not utilize them until a significant amount of time has passed. Even though the permission of the recipients was acquired, those recipients have most likely forgotten that they signed up. This results in the recipients perceiving email newsletters as spam which they report. Email experts recommend that lists be revamped every six months. Regularly contacting your list with follow up emails that provide the option to unsubscribe is a good tool to use to ensure that email users remember who you are and keeps your contact list up to date.

Purchasing Email Lists

Most marketers are aware that purchasing "opt-in" email lists is not a good idea. These lists are comprised of a collection of email addresses from users who have given permission to receive special offers from third parties. Owners of these lists frequently sell them to third parties instead of maintaining the list themselves and sending special offers on behalf of third parties. Be wary of any groups that offer large email lists for sale. They should be responsible for the delivery of your email offers to ensure that the recipients recognize the sender and don’t report you for spamming.