Top Email Marketing Tactics to Avoid to Keep Your Subscribers Happy
Have you ever unsubscribed from an email list because the sender name was changed to something like ‘RSVP requested!’ without any indication of who it was from? I recently found myself in this situation and it felt really manipulative, leading me to immediately unsubscribe. It made me realize how important it is to maintain trust and transparency in email marketing.
After sharing my experience in my Facebook community, it sparked a discussion about the things that annoy us as email subscribers. It’s clear that there are certain tactics that can have the opposite effect of what marketers intend – people unsubscribing!
Here are some common email marketing tactics to avoid if you want to keep your subscribers engaged and happy:
1. Using RE: in your subject lines
The use of ‘RE:’ at the start of a subject line can be misleading, making subscribers think it’s a reply to their email rather than a promotional message. It can come off as manipulative, so consider using ‘RE’ in different contexts.
2. Changing the sender name
Changing the sender name to something unrelated or using the subscriber’s name for attention can be off-putting. Stick to a sender name that makes sense and represents your brand.
3. Making False Promises
Avoid subject lines that promise something but don’t deliver on it in the email. It can waste subscribers’ time and erode trust.
4. Using False urgency
Avoid using countdown timers that reset, false deadlines, or creating a sense of urgency when it’s not genuine. Ethical urgency can be effective, but misleading tactics can backfire.
5. Using aggressive language
Avoid using fear-based or guilt-inducing language in your emails. It can make subscribers feel uncomfortable and lead to unsubscribes.
6. Disguising the unsubscribe button
Make it easy for subscribers to unsubscribe if they no longer want to receive your emails. Hiding or making the unsubscribe button hard to find can lead to spam complaints.
7. Using pop ups in a spammy way
If you use pop-ups, ensure they enhance the user experience rather than disrupt it. Avoid aggressive pop-ups that cover the entire screen and make it difficult for users to navigate.
8. Disregarding unsubscribe requests
Respect unsubscribe requests and opt-out preferences. Ignoring them can damage your reputation and deliverability.
9. Making false claims
Back up any bold claims with evidence to build trust with your subscribers. Avoid making unrealistic promises that seem too good to be true.
10. Pretending you made a mistake
If you make a genuine mistake, own up to it and correct it transparently. Avoid using fake mistakes as a tactic to drive engagement.
11. Pretending someone has bought something to get them to click
Avoid misleading subject lines that imply a purchase has been made when it hasn’t. Transparency is key to building trust with your subscribers.
12. Using False Hope
Avoid creating false hope in your subject lines or content. Be honest and upfront about the message you’re delivering to avoid disappointing your subscribers.
Remember, empathy and transparency are key in email marketing. Put yourself in your subscribers’ shoes and consider how they would feel receiving your emails. By avoiding these tactics, you can build a stronger relationship with your audience and keep them engaged.
What are your personal email marketing pet peeves? Share them in the comments!