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

By our News Team | 2023

The most effective strategy to boost email results is email list segmentation. Also test each mail beforehand and avoid bombarding people.

An email marketing programme is a key component of many marketing strategies. But when sending email newsletters and mounting campaigns, it’s easy for bad habits to creep in.

Writing in Entrepreneur magazine, Liviu Tanase, the CEO of ZeroBounce, an email validation and deliverability platform based in the US, list several common mistakes. Among them:

Email Marketing

Photo by Brett Jordan on Unsplash

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.


You can read the full article here.

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    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
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    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

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