Articles, Deliverability, Email Marketing

Top 5 Email Marketing Mistakes to Avoid in 2021

Kids, the year was 2020… 

Megan Markle and Prince Harry caused Megxit. Kanye West ran for President of the US. Murder hornets attempted to take over the world yet failed to put us out of our misery. Locust tried to make an unwelcomed come back and ended up destroying parts of Africa. Australia was devastated by bushfires. The world ran out of toilet paper. A Bolivian orchestra was trapped in a castle by wolves (yes, that actually happened). The world was introduced to Tiger King and finally, we can all agree on something; Carole Baskin DEFINITELY killed her husband. Aunt Becky (Lori Loughlin) went to prison. The Pentagon released UFO videos and no one cared, plus… Coronavirus. 

There’s not enough hand sanitiser in the world to clean us of the sh*t show that was 2020. If you’re like me and holding onto any shred of control you have left in your life, start with your work. The easiest way to kick off your 2021 work year on the right foot is by being prepared. So to cut a very long story short, here are our top email marketing mistakes to avoid in 2021. 

Not Segmenting Your Database

A few times a year I get an email from Just For Men with tips on dying my beard. I’m a beardless lady so you might be wondering why I get these emails. A few years ago I bought a shampoo (marketed for women) from a brand under the Just For Men parent company. I’m guessing they don’t segment their databases properly and thus on the 1st of every month I get tips on maintaining my non-existent beard.

The morale of the story is to segment your database. You can segment based on age, location, gender, job function, industry, past purchases and the list goes on. The more information you collect about your email recipients, the more opportunities you have to tailor your emails to resonate with your audience.

Not Testing Your Email in Dark Mode

As many of us do, I live my life much like a vampire. I’m super tired all day and wide awake at night, so keeping my phone on dark mode is something I do pretty much 24/7. Here’s just a few reasons why:

  • It’s easy on the eyes
  • Saves battery by reducing brightness
  • Easy transition from dark to light during the night 

Designing your emails for dark mode is now a necessity in creating accessible emails. We recommend optimizing your email design including your logo, header, footer, and even body images to work for both light and dark preferences. Using transparent PNGs with dark text and transparent backgrounds where possible is a great place to start.

Forgetting Mobile Users

Whether I’m at my desktop or using my laptop in a meeting, I still always check emails on my phone. There’s only so many screens and always so much to do. So you can imagine how frustrating it is when I open an email that’s not optimised for mobile.

80% of mobile users say they’ll delete an email that’s not optimised but only 11% of marketers take a mobile-first approach. Something as simple as using single column layouts can make a huge difference. If you’re using more than two columns you’ll need to be careful in checking that your CTA’s, headings and buttons are aligned with their correct content block.

Your Subject Line Gets Cut Off at an Awkward Spot

If you’re a Vision6 customer you’re probably already finding the value in our preheader text functionality. If you’re not, crafting a subject line that encapsulates everything you want to say in the short space you have is super tricky. Here’s a few simple tricks to crafting a winning subject line:

  • Conduct A/B tests
  • Personalise your subject line
  • Keep it short and succinct

Most importantly, always send a test email so you don’t end up like this unfortunate marketer.

Email Subject Line Mistakes

The headline of the article was “Transformative Effect of a Well-Built Brand Statement”.

Using Too Many Images

While images add an element of intrigue and make a nice touch to content heavy emails, there are downfalls to using too many.

Case and point.

Broken Images in Email

Unfortunately, many email servers block images by default which means your beautiful emails can often land in your subscribers inbox looking broken. Cramming images into your emails is a hallmark for spammers. Even if you manage to by-pass ISP filters undetected your subscribers will more than likely report your unreadable emails as spam.

We recommend maintaining a healthy ratio of text to images, to make sure your emails are not only readable but accessible across your email clients. If in doubt, run a spam test to make sure your email scores a healthy rating before sending. 

Don’t fall into hot water over silly mistakes. Start hitting send with confidence by consulting this email pre-send checklist

Article Categories