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Before sending an email to recipients, think about how it looks. Is it informative for users? Will users want to open and read it or not? Eventually, will you open the email if you receive it?

Some spread mistakes of creating an email marketing campaign may prevent a high open rate and conversion.

1. Using a misleading subject line.

An email subject affects the open rate. The shock header will give an instant result in the statistics of conversion. However, if the topic does not match the content of the mail, the subscribers will be confused, and their trust will drop down.

Such a method is considered as manipulation, and no one wants to experience it. Therefore, an email with the misleading subject line ends up in a spam folder or trash. After that, the customers will unsubscribe from the email marketing.

2. Using an out-of-date database.

While working with the database, regularly check the list of email accounts. Remove the customers who do not open your letters or have an inactive email address.

If you do not do this, the effectiveness of email marketing as a tool for promotion will decrease. You’ll get inaccurate statistical data due to the number of inactive subscribers.

3. Sending non-regular emails.

Many companies run an email campaign on an irregular base. The result of such a campaign reflects in low engagement and open rate, as well as in the high rate of unsubscribing. If you didn’t launch the marketing campaign for more than three months, don’t send several emails at once.

Try to use the email-marketing tool regularly. Plan your emails for three months ahead or more. Send emails on the same day and at the same time of the week. The most appropriate day and time for sending emails you’ll determine due to the statistical data.

4. Not using “Unsubscribe” button.

If you hide or miss an unsubscribing option at the bottom of emails, add it immediately. The absence of the unsubscribe button may lead to the complaints of spam. Remember to remove a person from the list of the recipients, if you get the request.

Be honest with your subscribers. So remember that no one wants to unsubscribe from high-quality and useful content. Also, input a feedback form to improve the service.

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5. Not including a CTA button.

The primary goal of CTA is to help the visitor to make a purchase, download an app, register or subscribe. With the help of a properly composed call to action, you can influence the decision of the customers. This way, recipients will make the steps you need.

Important: Use 1 or 2 call to actions.

6. Not including contact details.

Including your company’s address and contact details helps to build trust with the audience. Most marketing email services allow using a footer, which will fit the contact details at the bottom of all outgoing messages.

7. Sending from “No-Reply.”

Don't use "No reply" sender. You show disregard to the audience. A "no-reply" email address means "We want you to hear from us, but we don't want to hear from you."

For example, Zapier provides emailing telling customers to respond with their questions, problems, and suggestions. The return letter contains the solution to the problem or gratitude. The customer receives it from a particular person who works in the support service.

Generic domains are commonly used, so now emails with generic domains are thought as spam. The non-branded links don’t show the final destination. Create short links using a custom domain name. That way, only you can create links with that domain and, if you are not a spammer, users will trust you.

By using the Short.cm shortening service, you can create your personal branded domain to reach high indexes of open and click rates.

Keep track of open rates by adding UTM parameters to your email links to know what your audience interested in.


The article is about:

  • Mistakes while creating email marketing campaign.
  • Use short branded links.
  • The importance of branded links in email merketing.
  • Short.cm shortening service.
  • URL shortener short.cm

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