TOP 6 anti-trends in email marketing 2020

[nurnobi40]

In business, it is important to keep up with the times, to be aware of what has become obsolete and does not bring a positive effect.

In this article, we decided to share with you anti-trends in email marketing, the use of which is ineffective and unprofessional.


What's Not Popular in Email Marketing in 2020?
Sending letters to an outdated database
The main mistake of many marketers is using an outdated email betting email database address database. An outdated database means either a purchased or downloaded database, or one collected by one's own efforts, but outdated. And if the first one is spam for obvious reasons and only causes irritation instead of increasing profits, then the second one may also not bring the desired result over time.

The thing is that subscribers' preferences change, and if a year ago they willingly opened your letters and made orders, now something could have changed and they are no longer interested in your product/service. And by the way, the less your letters are opened, the worse your domain reputation and the percentage of mailing deliverability.

To refresh your base and send newsletters only to those who interact with them, you can use special address cleaning services or, if you have only a few, do it manually. Keep your subscriber base hygienic!



No unsubscribe link
Another common mistake is to think that if you hide or do not place the unsubscribe button from the newsletter, then users will "have" to open them and place orders. In fact, you can observe the opposite effect: the inability to unsubscribe only causes increasing negativity not only towards the newsletter, but also towards its sender, as well as the desire to mark the newsletter as spam. Why would you ruin the reputation of the domain and the company as a whole?

Show respect to your subscribers and give them the opportunity to unsubscribe. In addition, modern mailing services have this function built in automatically. In addition, regularly reactivate the base. To do this, a letter is sent to inactive subscribers, in which the reason for the lack of interest in letters is found out, they are offered to take advantage of a discount or unsubscribe from receiving the mailing altogether. Remember that the rule works here too: quality is more important than quantity.



Sending letters from personal mail
It is still sad to note that not all businessmen realize the importance of using corporate mail. This is especially true for individual entrepreneurs who try to send a large number of letters to clients from a personal email address. For those who have managed to use special mailing services, the mandatory creation of a corporate mailbox will not be news.

A corporate domain is created specifically for your company based on mail.ru, gmail.com, yandex.ru, etc. (for example, [email protected] ). This is a convenient tool not only for communication between employees and clients, but also for building the company's reputation.

No less important is the corporate domain for sending mailings. A subdomain is allocated specifically for them, for example, [email protected] . This way, the probability of getting into the inbox, and not into spam, increases several times. And confirming your address with a special validator will further improve delivery to the inbox.



Sending attachments in a newsletter
Many people still send price lists, promotional lists and cooperation offers as attachments in mass mailings. This causes mistrust on the part of mailing services, so there is only one way out - send a link to the attachments, and not attach them as documents.

Moreover, it is always better to send discounts in the form of an adapted image than to insert links. The less effort the recipient of the letter needs to make, the more likely he is to perform the action you want. As for sending offers of cooperation, they should generally be sent in mass mailings, and in personalized personal letters by agreement.



Long text with SEO phrases
Some entrepreneurs forget that Email marketing and SEO promotion are completely different promotion tools, and they supply mass mailings with key search phrases, for example, “buy a vacuum cleaner in Minsk”, etc.

Firstly, email newsletters are not intended to sell "head-on", they warm up customers to buy, forming their trust. Secondly, your letters will simply be unreadable if you just copy a long article from the site. The newsletter should be laconic, brief, structured. Your task is to interest the recipient in the first couple of seconds after opening the letter.



Impersonal letters
The capabilities of email newsletter services allow you to make your letter as personal as possible. However, not every marketer takes advantage of this, continuing to send impersonal letters. Just adding a name will increase the opening of your letters, not to mention deeper personalization methods: determining the category of goods/services of interest, frequency of purchases, completed and uncompleted actions on the site, and much more. Based on this information, you can increase sales on your site by offering the client only relevant products, reminding them of abandoned products in the basket, and upselling the necessary accessories.

As you work with your customer base, you'll discover that virtually any data can be used to your company's and your customer's benefit. Within reason, of course.

[yadaysrdone]

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