One of the questions our users ask most, whether they’re marketing rookies or masters, is how they can avoid the common pitfalls of email marketing. In this guide, we outline some of the mistakes any email marketer can make and provide tips on how to avoid them, especially if you’re just getting started.
Mistake: Sending without permission
Building a quality email marketing list takes time, patience, and a verifiable signup process. Getting people’s permission to send them your marketing campaigns not only complies with anti-spam regulations, but it also ensures you’re cultivating an audience that’s loyal to your brand.
In Mailchimp, we recommend that users add subscribers to their list through a double opt-in process, which usually includes a signup form and an automated email that immediately sends to a subscriber so they can confirm their subscription.
It’s important to get permission from the people you want to email so they know what they’re signing up for, and then you have concrete proof that they wanted to receive your marketing communications.
Here are 2 key things to keep in mind when it comes to permission-based lists:
- Make sure you have permission from all your recipients before you send your first marketing email. When you ask people for permission to send them your marketing campaigns, it helps ensure that all your recipients want to hear from you. Having a permission-based list means that your subscribers either signed up through a signup form you’ve shared on your website and social channels or they explicitly asked you to add them. Getting permission is easier than you think, and the benefits might surprise you. Not only will this result in fewer spam complaints on your campaigns, but also improved deliverability with higher open and click rates.
- All recipients should understand what they’re signing up for and why they’re receiving email from you. Your signup form should clarify what type of emails you’ll be sending, as well as how often. And since subscribers can sometimes forget that they ever signed up at all, it helps to include a short reminder in each of your emails about why they’re receiving them. A permission reminder can be a short sentence that tells subscribers they’re receiving an email from you because they filled out a form on your store’s website.