There is a great amount of sites, articles and newsletters that give their own advices about how to make newsletters mailing effective. Often people suggest wrong methods of newsletter optimization. In this article we describe several unsuccessful examples of newsletter optimization.
Here are some things we recommend you not to do:
1. Don’t lie
“Earn 700 dollars per day!!! Working experience is not obligatory!!! Join club of millionaires right now!!!”. If you send similar messages, you’ll never gain success. Undoubtedly, this example is very hyperbolic. However, if you use phrases, like “huge choice”, “friendly service” and “the lowest prices” you may be accepted with mistrust, especially if you don’t have enough reputation and recognizability. That’s why, it is definitely important to describe real situation in newsletters, not to exaggerate facts and be objective. In other case you won’t be accepted.
2. Missent newsletter
The majority of companies working with email marketing are law-abiding and honest, keeping strict rules and privacy police. But there are some individuals who create missent newsletters or spammers who overshade the whole business. Your interest is keeping distance from them. Send newsletters on the basis of subscription. Don’t suggest ambiguous goods and services. Provide really qualitative content and services. Always give your subscribers the opportunity to unsubscribe.
3. Impersonal and purposeless marketing
Maybe, planning and personalization are the main things in email marketing after CTR and ROI values. Personalization doesn’t always mean pasting receiver’s name to email letters. It often means necessity to know interests, needs and wishes of potential clients. And it means building friendly informal relations with your clients.
4. Unsuccessful collection and analysis of statistics
This is the most common reason of absence of desired results for the majority of email marketing specialists. Statistic collection is very difficult and sometimes very expensive process which is really necessary. Only statistics may show the best format for your messages, what marketing suggestions work and which of them give nothing, necessary frequency of newsletter sending and large amount of other useful information. Storage of this information helps to avoid problems and solve them quickly.