Bulk Mail: HTML Mistakes to Avoid

HTML email marketing is a tool commonly used by legitimate businesses and spammers

. Due to an ongoing onslaught spearheaded by the latter group, would-be marketers need to very cautious of the grave mistakes that will either send their mail to quarantine or a trash folder. Without further ado, here are some bulk mail HTML pitfalls you should avoid at all costs:

Poor List Management

Your strategy will continue to produce failed results if you continue to improperly mange your list. This essentially means that you are marketing to the wrong audience. It may all sound elementary, but it can lead to trouble depending on the methods that were used to build your list. Now if you have built a clean list through a confirmed opt-in, this shouldnt be much of a problem. Even if people are slow to react to your message, you at least have the confirmation needed to consistently reach out to them. Things get more complex and potentially more chaotic when desperation leads you to purchase lists from other people. Though you may have paid a pretty penny for the names, buying a list can be considered the cheap route to unhappy campers and spam complaints.

Providing Weak Content

Content is the meat of a bulk email campaign and it must be fulfilling in order to satisfy the needs of the subscriber. You need to deliver content that is relevant and offers value, compelling subscribers to do business with you. Research shows that campaigns with powerful topics and quality content enjoy considerably higher open rates and conversions than those that dont. It only makes sense because readers are far more likely to react when the information compels them to do so. Getting people to sign up for your marketing message means that you have already won an important segment of the battle. However, you should know that consumers are short on time with even shorter attention spans. You only have a limited amount of time to impress them, so you need to bring it strong and make an impact.

Poorly Implemented Call to Action

After taking all the measures to encourage subscribers to open your email and read it, you need to give them a reason to click on your links and perform some sort of beneficial action. Whether it is getting the reader to call, learn more or buy, this action must be clearly defined so there is no confusion. If the action involves visiting your website, be prepared to deliver a strong message once the visitor arrives. A good landing page will help you wrap up the conversion you need.

You spent all this time working on ways to get people to open your email and finally succeeded. Dont blow it.

Conclusion

While this can all be considered basic when it comes to bulk mail HTML mistakes, even some of the veterans fall victim to these same pitfalls every now and then. Of course there are several more, including the lack of testing and trying to run a bulk email campaign from a local mail program. The most important thing is that you understand what the common mistakes are and how to avoid them.

Bulk Mail: HTML Mistakes to Avoid

By: Jamie Colbs

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