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Successful email marketing tips and tricks are everywhere, yet even with the plentiful resources and the availability of marketing software, mistakes can still be made. The little–but sometimes big–mistakes are often avoidable. Take a look at these 4 mistakes businesses commonly make when building and executing email marketing campaigns.

1. Mishandling unsubscribe

Your customers should have the ability to easily unsubscribe with no more than 2 clicks. They shouldn’t have to enter the email address that they are unsubscribing or a password or have to receive a confirmation message. When you make it tough for recipients to unsubscribe, all it does is cause them to complain and mark your emails as spam or block you as a sender. If multiple recipients do the same, your reputation as a sender will rapidly deteriorate and your deliverability will take a hit as a result. You don’t want your messages to start going directly to the spam folder where they won’t be seen at all.

2. Failing to use an email marketing system

If you are trying to manage your campaign without the help of a professional email marketing system, it’s likely you aren’t noticing much growth. Nearly 50 percent of the intended recipients probably won’t ever receive the message you send for a variety of reasons.

It’s also a bad idea to send a message in BCC! Not only does this lead to mistakes; it’s also slow and fails to allow for personalization. Many providers block these forms of emails and the recipients will recognize that this email is part of a mass mailing.

According to Statista 2016, the open rates for personalized messages were 18.8 percent compared to 13.1 percent without personalization. This is why more and more businesses are turning to easy-to-use email marketing companies like Campaign Monitor–a perfect solution for to today’s rapidly growing businesses that need automation and beautifully-designed emails. Brands are using email personalization to increase engagement and foster loyalty.

3. Underestimating the sender and subject line

One big key to the success of an email marketing campaign has to do with two very simple yet overlooked elements: the subject line and the sender. These two things are critical if you want the recipient to decide to go ahead and open your message. It’s important to recognize the ways to make email marketing more effective, and one way to do that is through an interesting subject line free of typos. Choose words that attract attention so the reader wants to open your message; just make sure the subject is consistent with the body of the message. Also make sure they recognize you; don’t change the sender info!

4. Neglecting to optimize your emails for mobile

If you’re still making this mistake, it’s past time to fix this! More than half of all email messages are opened on mobile phones so make sure your emails are mobile-friendly and you will boost your business. Ensure the font size is at least 12 points, 14 points is even better. Also don’t place links too close to another one. You want the links to be clickable without your reader zooming in. Nothing is more frustrating than trying to click a link and bumping the wrong one. Speaking of links, make sure you don’t send out messages with broken links.

Email marketing can deliver excellent results when done correctly. Do everything you can to avoid the most common recurring email marketing mistakes. It is worth your time and effort to have an email marketing campaign, hands down. Use these helpful tips to maximize success and your email marketing campaign will help your business grow exponentially.

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About Megan Totka

Megan Totka is the Chief Editor for She specializes on the topic of small business tips and resources. helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

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