Don’t let old lists and bad habits creep into your email campaigns

Not segmenting the prospective audience

The most effective strategy to boost email results is email list segmentation. This is according to 78% of marketers. It makes sense if you think about your own inbox: Aren’t you more likely to engage with an email that feels written just for you? Before sending another email, analyse customer data and use filters such as location, gender and shopping habits to segment the prospective audience.

Not testing emails

Hitting ‘send’ on an email without testing it is like buying an expensive garment without trying it on – so many things can go wrong. An image may not load correctly, one of the links may be broken. Few things are worse than knowing that an avoidable mistake was made. Test every email with your team to ensure nothing falls through the cracks.

Bombarding people with emails

Emailing that list consistently is vital to building rapport, but consistency shouldn’t be three times per day. Prospects clearly want to hear from a business when they share their email address. However, be mindful of their time and the space that you are taking up in their inboxes. Some emails are daily by design, but never send more than one email per day.

Using an old email list

Holding on to customer email addresses from years ago is understandable, as growing an email list is challenging. However, email data decays at an average pace of 23% annually, so you must reassess the health of your list regularly. Keeping addresses people stopped checking months, or even years, ago affects your performance.

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