What top 3 mistakes corporations have made that impacted their email campaigns
- More than half were writing their emails in short sentences with abbreviations, which is a sign of poor copywriting. When they were written more thoughtfully, people became more interested and engaged with the company’s message—such that opening rates increased when the emails messages sound friendlier and add personality cues such as ending on an “I hope you’re having a good day” note.
- Sending irrelevant emails. For example, sending email advertisements for a clothing website to students that have just subscribed to the newsletter about cars. The unsubscribe rate will be higher because subscribers now think you are spamming their inboxes with irrelevant information.
- Too many promotional emails without providing value through content-rich communications first or in every email sent. This can trigger Gmail’s “promotion” filter, which won’t allow your messages to show up on the subscriber’s inbox and would only show them when they move from their promotions folder back into the main inbox section of Gmail.