8 Worst Bulk Email Practices
Posted: Tue Jan 21, 2025 10:12 am
In email marketing , mass email is a common method. Some improper practices may seriously damage the marketing effect and even have a negative impact on the company's image. Understanding and avoiding these bad practices is the key to ensuring the success of mass email .
1. Failure to obtain user permission
Sending emails without user permission is undoubtedly a taboo in mass emailing . In today's era of privacy protection, this behavior not only infringes on the rights of users, but also easily arouses user disgust. Imagine that users receive a large number of unfamiliar emails without any preparation. They are likely to regard them as spam and even report the sender. Once reported, the sender's email reputation will be seriously damaged, and the delivery rate of subsequent emails malta telegram number database will be greatly reduced. To avoid such situations, companies should clearly inform users of the purpose of email sending when collecting user email addresses, and obtain users' explicit consent.
(Appendix: What is permission-based email marketing )
2. Email subject lines are bland or misleading
A bland email title is hard to stand out in the user's inbox. Ordinary titles like "Product Introduction" and "Activity Notice" are hard to attract users' attention, causing the email to be ignored. Misleading titles are even worse. For example, a title claims "Get a huge prize for free", but the content of the email is not like that, which will seriously damage users' trust in the sender. A good title should be concise, clear and attractive, which can accurately convey the core content of the email and stimulate users' curiosity and interest.
3. Poor Content Quality
Low-quality email content is an important factor that hinders the success of email marketing . Long and complex content, lack of focus, and filled with a lot of irrelevant information will make users feel bored. For example, if an email introducing a product only piles up product parameters without explaining the actual value that the product can bring to users, it is difficult for users to be interested. In addition, grammatical errors and confusing layout will also reduce the professionalism and credibility of the email. The content of the email should be concise, valuable, and provide users with practical and useful information or solutions.
4. Frequency is too high or too low
It is crucial to control the frequency of email sending. If the frequency is too high, users will feel disturbed and annoyed, and may even unsubscribe from emails. For example, if multiple emails are sent to users every day, users may be overwhelmed. On the contrary, if the frequency is too low, users may gradually forget the sender and pay less attention to the brand. Enterprises should reasonably formulate the frequency of email sending according to the characteristics and needs of the target user groups and maintain moderate communication with users.
5. Ignoring Mobile Optimization
With the popularity of mobile devices, more and more users check emails on their mobile phones. If the email is not optimized for mobile devices, it may have problems such as incorrect layout, too small fonts, and difficult-to-click links when displayed on mobile phones. This will greatly affect the user experience and cause users to lose interest in the email content. Therefore, when designing emails, be sure to ensure that they can be perfectly displayed on various mobile devices and have good readability and operability.
(Appendix: Mobile Optimization Strategies in Email Marketing )
6. Not testing the effectiveness of emails
Before sending large-scale mass emails, email testing is an essential step. However, many companies often overlook this point. Untested emails may have various problems, such as images that cannot be displayed, invalid links, and abnormal email formats displayed on different email clients. These problems will seriously affect the quality of the email and user experience. Through small-scale testing, these problems can be discovered and solved in a timely manner to ensure that the emails are delivered smoothly and displayed normally when they are officially sent to the mass market.
7. Ignoring user data protection
User data security is extremely important. If companies do not pay attention to user data protection during mass emailing , resulting in user information leakage, they will face serious legal risks and reputation losses. For example, if a user's email address is leaked, they may receive a large number of other spam emails, which will make users extremely dissatisfied with the sending company. Companies should take strict data protection measures to ensure the safe storage and transmission of user data.
8. Not paying attention to email data analysis
Email data analysis can provide companies with valuable marketing insights. However, if companies do not pay attention to data such as email open rates, click rates, and unsubscribe rates, they will not be able to understand users' reactions to emails and will have difficulty optimizing email marketing strategies in a targeted manner. For example, if the unsubscribe rate of a certain type of email is too high, the reason can be found out through data analysis, such as if the email content does not meet the user's interests, and then the content can be adjusted to improve the effectiveness of email marketing .
Email mass sending requires careful planning and execution to avoid the above 8 bad practices. Only by respecting users, focusing on email quality and user experience, and using data reasonably can we achieve the goal of email marketing and enhance the company's brand influence and sales performance.
1. Failure to obtain user permission
Sending emails without user permission is undoubtedly a taboo in mass emailing . In today's era of privacy protection, this behavior not only infringes on the rights of users, but also easily arouses user disgust. Imagine that users receive a large number of unfamiliar emails without any preparation. They are likely to regard them as spam and even report the sender. Once reported, the sender's email reputation will be seriously damaged, and the delivery rate of subsequent emails malta telegram number database will be greatly reduced. To avoid such situations, companies should clearly inform users of the purpose of email sending when collecting user email addresses, and obtain users' explicit consent.
(Appendix: What is permission-based email marketing )
2. Email subject lines are bland or misleading
A bland email title is hard to stand out in the user's inbox. Ordinary titles like "Product Introduction" and "Activity Notice" are hard to attract users' attention, causing the email to be ignored. Misleading titles are even worse. For example, a title claims "Get a huge prize for free", but the content of the email is not like that, which will seriously damage users' trust in the sender. A good title should be concise, clear and attractive, which can accurately convey the core content of the email and stimulate users' curiosity and interest.
3. Poor Content Quality
Low-quality email content is an important factor that hinders the success of email marketing . Long and complex content, lack of focus, and filled with a lot of irrelevant information will make users feel bored. For example, if an email introducing a product only piles up product parameters without explaining the actual value that the product can bring to users, it is difficult for users to be interested. In addition, grammatical errors and confusing layout will also reduce the professionalism and credibility of the email. The content of the email should be concise, valuable, and provide users with practical and useful information or solutions.
4. Frequency is too high or too low
It is crucial to control the frequency of email sending. If the frequency is too high, users will feel disturbed and annoyed, and may even unsubscribe from emails. For example, if multiple emails are sent to users every day, users may be overwhelmed. On the contrary, if the frequency is too low, users may gradually forget the sender and pay less attention to the brand. Enterprises should reasonably formulate the frequency of email sending according to the characteristics and needs of the target user groups and maintain moderate communication with users.
5. Ignoring Mobile Optimization
With the popularity of mobile devices, more and more users check emails on their mobile phones. If the email is not optimized for mobile devices, it may have problems such as incorrect layout, too small fonts, and difficult-to-click links when displayed on mobile phones. This will greatly affect the user experience and cause users to lose interest in the email content. Therefore, when designing emails, be sure to ensure that they can be perfectly displayed on various mobile devices and have good readability and operability.
(Appendix: Mobile Optimization Strategies in Email Marketing )
6. Not testing the effectiveness of emails
Before sending large-scale mass emails, email testing is an essential step. However, many companies often overlook this point. Untested emails may have various problems, such as images that cannot be displayed, invalid links, and abnormal email formats displayed on different email clients. These problems will seriously affect the quality of the email and user experience. Through small-scale testing, these problems can be discovered and solved in a timely manner to ensure that the emails are delivered smoothly and displayed normally when they are officially sent to the mass market.
7. Ignoring user data protection
User data security is extremely important. If companies do not pay attention to user data protection during mass emailing , resulting in user information leakage, they will face serious legal risks and reputation losses. For example, if a user's email address is leaked, they may receive a large number of other spam emails, which will make users extremely dissatisfied with the sending company. Companies should take strict data protection measures to ensure the safe storage and transmission of user data.
8. Not paying attention to email data analysis
Email data analysis can provide companies with valuable marketing insights. However, if companies do not pay attention to data such as email open rates, click rates, and unsubscribe rates, they will not be able to understand users' reactions to emails and will have difficulty optimizing email marketing strategies in a targeted manner. For example, if the unsubscribe rate of a certain type of email is too high, the reason can be found out through data analysis, such as if the email content does not meet the user's interests, and then the content can be adjusted to improve the effectiveness of email marketing .
Email mass sending requires careful planning and execution to avoid the above 8 bad practices. Only by respecting users, focusing on email quality and user experience, and using data reasonably can we achieve the goal of email marketing and enhance the company's brand influence and sales performance.