Emailing is a very common marketing strategy, redoutably efficient and useful for building a long-term relationship with prospects as customers. CAUTION However, it’s a double-edged weapon that, if it’s badly used, can have negative consequences for your brand. So we decided to bring together here the 10 most common mistakes to avoid during your emailing campaigns.


1# Send an email without the recipient’s consent

It is not only a question of simple council, but from Legality. Indeed, it is forbidden to send a commercial email without obtaining before the recipient’s consent. It must also be informed that its email address will be, if agreed, especially used for sending commercial offers.

To obtain its consent, you can use the opt-in, the opt-out, or even better, the double opt-in.

In the case where the recipient is already a customer, you can in this case send your commercial email, but provided that the latter concerns a product or a service close to what the person has already bought at home. For info, remember that pre-checked boxes as consent are not allowed.


2# buy or rent a mailing list

Although the temptation is great to buy or rent a mailing list, we do not advise you strongly. It is certainly faster since you do not have to take the time to build a list yourself, but it is the only advantage.

On the side of the negative points, a bought or rented list is unreliable and may include many errors, many addresses obtained without prior authorization. It can even sometimes be unlawful. You may not only break the law, but also to be reported as spammer, any prejudice to your delivery rate and commitment.


3# Do not welcome your new subscribers

This can go for detail, and yet not at all. The first impression is very important. It is more advisable to start with a welcome email and thank your new subscribers for their registration, rather than attacking them by sending them a commercial email directly.

Take the time to establish a good base for the relationship you will then spend with your audience. You want to give the image of a human brand that cares about the interest of its audience, rather than an interested mark that only seeks to reflect the most subscribers possible to turn them into buyers.


4# Do not put an unsubscribe link

You may be tempted not to put an unsubscribe link available to your readers, or to conceal it in your newsletter, to prevent your hearing from being unsubscribed from your communications. Know that it is a very bad choice. One of the main rules of law in emailing is to always allow the recipients to refuse your emails through a visible link or a checkbox.

Beyond the legal framework, do not allow clear choice to your subscribers can only harm your image, and may pass in the spam category of those you importunate and that you do not leave naturally.

Remember one thing: you want your subscribers to continue to receive your emails because they accept them and appreciate them, not because they feel forced. In addition, a person who unsubscribe makes just the choice to no longer receive your emails, that does not mean that she does not like what you do or will not buy your products / services.


5# forget to test before sending

Never send your emails before you have tested, this common error can cost you expensive. Indeed, it is imperative to have a precise idea of what your content looks like when your subscribers receive it. The visual in real, the good loading of the images, the proper functioning of the links, the mistakes of grammar and spelling, etc.

Before sending a campaign, start by sending the email to your inbox and that of your colleagues, in order to have a good idea of what your subscribers will receive.


6# Exaggerate on the frequency of sending

There is no point in sending an email every year to your audience, in this case, so do not send anything. In the opposite direction, walking your subscribers under a ton of emails will only annoy them and will make sure that they will place you in the SPAM category. The best thing is to find a balance, but especially the good frequency according to your message, your goals and your target audience.


7# Do not segment your audience

Your audience is made up of very different people, your emails can work for some and not for others. For example, a welcome email accompanied by an exclusive discount will suit new subscribers, but not to your entire contact list.

It is necessary from segment the audience in smaller groups (age, sex, interests, interests, Lifestyle, buying habits, etc.), take the time to build your characters, to send a more targeted and adapted message.


8# Have an approach too aggressive

Let the offensive sale, even forced, to prehistory. Today we are in the era of personalization and benevolence (in appearance, do not be too naive either). The idea is certainly to sell your product / service, to make you know and enjoy, to boost your ca, but the goal now is also and especially to bring a real added value to your audience.

So, send a roughly written email with promotional phrases with outrage, it’s a big no. We do not abrupt the subscriber, it is not pushed brutally to the purchase, but it is discussed with subtlety through content that interests him and speak to him, in order to build a real relationship over the long term.


9# Do not allow subscribers to answer

We must avoid at all costs to send an email from a “no-reply” sender address, because it means that you want to send your communication to your audience, but what it has to answer does not interest you absolutely No, or even gets back more than anything else. This is risking sharply to harm your opening rate.

The communication must be able to be twice for your approach to appear as personalized, honest and sincere. In this case, we advise you to create a dedicated shipper address, to which your subscribers can answer you if necessary.


10# Forgot mobile optimization

Your campaign is perfect for computer format, but did you think about optimizing it for smaller screens like mobiles? Almost half of the email openings are now on the smartphone of the users, a fact that can no longer be ignored by emailing specialists. This is useless for your message to be perfect if it comes wrong on a small screen.


Any brand can make mistakes at some point in its emailing campaign, this is how one learns to improve. The most important before sending is to verify everything, to take into account the timing, customization, verification of links and content, the recipient address and the object. Be sure to always read your email several times and make tests beforehand.