It can be difficult to create a resonant email marketing campaign, and you need to take appropriate measures to make sure your subscribers stick with you.

Frequency and consistency are important factors, but you’re likely to lose more than you gain by sending emails every day, when your subscribers are simply looking for a weekly update. It can soon become part of the background – but here are 4 less obvious blunders that you should avoid:

Over Personalisation

Yes, repetition can kill a subscriber’s enthusiasm for a company – the same thing goes for products. Over-personalisation, or weak personalisation, can also diminish interest.

For example, your company promotes hand-made items ranging from handbags and ceramics to kitchenware and small furniture. If one user bought a handbag earlier in the year, and consistently gets sent emails targeted towards other bags, it minimises the user’s interest by blinkering them to one product. They need to see what else you have for sale. Let them. Consider putting a cap on the amount of time they continue to get sent reminders for the same kind of item. This works especially well for more expensive items which are far less likely to get repeat sales from one customer.

False sense of urgency

One of the oldest sales tactics is making potential customers believe they’re getting a once-in-a-lifetime deal. If you’re having a clearance, or discounting certain items, by all means let people know with an email. What rubs subscribers up the wrong way is having a barrage of “last chance” opportunities for the same products, or from the same store.  Check your spam folder, and see if any of these come up:

  • Last chance!
  • One day only!
  • Only a few hours left
  • 24 hours only
  • Hurry! Deal ends soon!
  • Unbeatable savings on this product

It becomes tiresome, even for the most patient and optimistic customers. If urgency feels like a false claim, sooner or later people will start to ignore it.

So – make a sale seem like an event. If your company has regular sales, make it clear it’s your USP, and that nobody else has the kinds of sales you do. Effective headlines for regular emails can help to encourage customers and not deter them.

(Lack of) Authenticity

When it comes to business, mistakes are made. Every story of success has bumps in its road, and it is just a part of a business’s journey. At some point, your business is going to have to present itself as authentic, honest and sincere when mistakes are made.

Don’t create a sob story where you blame company employees, external clients, acts of God, or anything else. Nobody’s buying it. As much as you think it might shield your company’s image, it actually creates an air of dishonesty.

So keep apologies simple and direct. One example of this kind of honesty was Tesco owning up to the fact it was selling horse meat in some of its products in 2013, and took out full-page adverts in newspapers to apologise.But they also informed customers of the actions they could take (returning produce) and didn’t blame anyone in the process. It was simple, but effective.

Not Keeping Unsubscribing Simple

It is illegal to have no unsubscribe button. The free market determines that users have a choice, and customers can choose whether to remain subscribed to your email campaign or not. But this doesn’t mean you can’t try your hardest to keep them!

Firstly, keep unsubscribing a one-click deal. Nobody likes to have to re-enter their email address, or go through several stages or pages to simply get rid of a weekly email from their inbox.

Hang on, why should you bother? It’s not like these customers are coming back if they’re unsubscribing, right?

That’s not exactly true. If people unsubscribe it doesn’t mean they’re done with your company or brand forever, much like if you stop getting a newspaper delivered it doesn’t mean you’ve given up reading the news. If you keep your unsubscribing process simple, it won’t affect customers’ thoughts about your brand. Complicating the process may well lead them to forget about you completely.

Quality copy is the answer here. Preventing unsubscribers from leaving with a witty or clever message above the unsubscribe link can keep customers subscribed and, at the very least, enamoured with your brand. Saying something like you value their readership and you’ll miss them can hook them back in. Even mention by unsubscribing they will no longer receive any emails from your company – it is a simple system to set up and can help to hold on to subscribers.