Top 5 things NOT to do when sending an email

By James C | Thursday, 3 December 2015
Alexey Boldin /

On any given day, your average customer will be exposed to 2,904 media messages, will pay attention to 52, and will positively remember only four.

You may have an amazing offer that you're dying to tell your customers about, but in your excitement it can be easy to forget some important elements, and you risk being ignored.

Here's our list of things Top 5 Things NOT to Do when sending emails!

#5. Ignore the subject line

You'd be surprised how many email newsletters and special offers are sent with subject lines still reading "Please Edit this Subject". We're not here to tell you how to write the most catchy, most engaging, subject lines - but they are often the last thing written, and can be easily overlooked.

Your subject line is the first thing your customer will see. What message do you give them if you neglect to change it from the placeholder text?

#4. Don't test your email on multiple platforms

You have worked hard creating a great-looking email, and have even checked the subject line. But have you checked how your email displays on other browsers or apps?

How an email displays will vary for your recipients, but there are tools, such as emailonacid, that you can use to check how it will look across dozens of email clients. You'll be glad you did, because if the images aren't displaying correctly, or your text looks bad, nobody is going to read the content.

#3. Forget proof reading

When you're crazy busy running your own business, it's easy to want to write an email, get it finished, and get it sent. You can feel like the time you've spent on writing your email is long enough, and on re-reading it's all so familiar you can miss little things.

Proofreading is important. Read the email out loud, get someone else to read it. A simple, careless mistake or broken link can speak volumes to your customers: it can suggest you don't care enough to proofread your emails. Is that the message you want to give?

#2. Don't verify addresses

It may seem like an unnecessary extra step, but by verifying email addresses you can reduce the number of "bounces" your emails receive, make sure that everyone receiving your email actively signed up for it themselves, and ensure that your customers get the information that's important to them.

If you pay per number of contacts in your database, it's cost-effective for you to make sure that you don't have duplicates or invalid email addresses that are taking up space.

#1. Leave out an unsubscribe link

However you manage unsubscribing from your messages, make sure it is easy and obvious. Not providing a clear link, or relying on customers to reply to ask to be unsubscribed, is bad practice - and it could get you blacklisted as spam.

It sounds obvious, but it's not always done - and you could be breaking the law if you don't have an unsubscribe link.

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