Whether we like it or not, we must accept that mistakes are part of the human experience. As digital marketers on the path to succeed with email automation, we’re sure going to face embarrassing typos and small errors that impact the reputation and credibility of our brand to subscribers.
A wise practice to avoid a great deal of the common mistakes in email automation is having our campaigns checked multiple times, by different colleagues, prior to finally clicking the send button. By allowing others within our team to curate the content and spot flaws, we save ourselves from the worrisome experience of realizing that subscribers’ names have been misspelled on multiple emails.
To help minimize email automation mistakes, and maximize the success of our marketing campaigns, we’ve put together a shortlist discussing 4 usual email automation errors and the right ways to avoid them.
Avoid These Email Automation Mistakes
1. Overlooking the power of sounding human
This ability to automate workflows and eliminate all repetitive manual processes is certainly a wonder of email marketing. Nevertheless, as we begin to prioritize other aspects, it’s important to consider how organic our emails sound to subscribers.
Often, something as simple as sending our emails from a “do-not-reply” email address, creates a sense of carelessness for the reader that may ultimately affect our email open rates. Additionally, this mistake ignores the natural motivation of subscribers to ask questions and show their appreciation for a brand they value.
Keep in mind that our email subscribers are humans, and as such, they won’t enjoy the experience of continuously communicating with a robot. The solution to this lies in adding a personal touch to our emails, ensuring that each sent campaign carries humanness and authenticity for the individual readers.
2. Underestimating the role of spam filters
Since email automation enables us to create and schedule different email campaigns with less effort, we’re often prone to blast subscribers with loads of emails. This is the point where we should be careful and avoid being marked as spammers.
Apart from how frequently we send emails to subscribers, there are technical aspects of email marketing that could potentially trigger spam filters and spoil the results of our automation. This includes sending campaigns to unverified email addresses, which causes a high number of bounces and subsequently, damages our sender reputation.
To keep our emails away from the spam folder, we should begin by adopting an email checker to clean our lists before sending each campaign. Similarly, we preserve our sender reputation by using only one dedicated IP address and choosing an email automation tool that allows automated campaigns from our brand’s own email.
3. Overcrowding the email content design
As we make the effort to avoid sending too many emails, it’s tempting to make the mistake of overcrowding our emails with different offers and announcements. However, automated email campaigns perform best, when there is a clear and single message.
Elements such as unnecessary data, irrelevant questions, and links, or multiple call-to-action buttons often create distractions to the reader and result in no further action. To tackle this mistake, it’s fundamental to keep it simple and focus the elements on the most important action we wish subscribers to take.
The point of defining only one message for each campaign allows the emails to serve as impulses to move subscribers closer to conversion with each send. In case we feel there’s a need to pursue multiple goals, the wisest choice is creating multiple campaigns.
4. Ignoring previous campaign metrics
When getting started with email automation, it’s fairly common to assume that it’s all about sending new campaigns and forgetting about them. This is certainly possible, but to actually maximize email performance, we must regularly look at our real-time metrics.
By looking back at the metrics of previous campaigns, and identifying what we did wrong and right about them, we become better informed to decide on which sequences to optimize or which follow-up email strategies to launch.
Within this mistake, we are also prone to be fooled by the wrong numbers, specifically certain metrics that show high figures, but don’t necessarily translate into achieving our objectives. Based on our campaign goals, it’s key to pinpoint the metrics that demonstrate the results and follow them closely.
Do Email Automation the Right Way
Avoiding mistakes in email marketing doesn’t have to be troublesome, it’s quite straightforward to take the time and review our campaigns for errors and inconsistencies to be adjusted.
Automation isn’t here to completely overhaul the need for human control and overview of email campaigns. Our supervision is fundamental to achieve significant results with email automation, so from now on, remember to:
- Humanize email communications with a touch of authenticity.
- Stay away from spam folders by keeping a high sender reputation.
- Design with simplicity and based on a single goal for each campaign.
- Go back to learn from the performance of previous campaigns.
Now that you know what to avoid, go ahead, and automate to greatness!