19. Five common flaws that you can avoid in Email Marketing Campaigns


Messages stopped as spam:

Kenscio identifies this as the key error in email marketing and the easiest to fix. Subject line headings such as “WIN A GREAT PRIZE” will not get past spam filters.

All image, but no text:

Companies often send mails that are purely image-based but contain no text, Kenscio says. Many ISPs don’t automatically download images so recipients are left with blank boxes. This makes it hard to track response rates. The company recommends this is considered in the email design and that marketers use a tool that demonstrates different ISPs or send a test email first.

Missing information:

Some campaign emails go out with fundamental information missing, such as a name. “There is nothing worse than Dear____ because the first name field is not completed. Even writing ‘Dear customer’ is preferable. Getting basics like this right is a must and a simple fix to avoid looking unprofessional,” Kenscio advises.


Invalid Sender Address:

ISPs validate the Sender Address in the email message and see if it has been sent from a valid inbox. Spammers and phishing mails don’t provide a valid sender address or a reply address. If you are a genuine email sender, there should be no hesitation to provide a valid sender address which the recipient can recognize and respond to.

Right to reply:

Provide a convenient reply to email address for your recipients to send feedback on the mails receive. ISPs now have a greater emphasis on replies and show such messages in priority inbox or regular inbox of the recipients.  Hence soliciting replies and acknowledging them is a greater benefit for the marketers.

Trying too hard:

Designing an email as if it was a website is the fifth most common error in email marketing, Kenscio says. “Heavy use of flash or java script often doesn’t render properly in the finished email and can be complicated to design. It’s better to keep it clean and simple, allowing the reader to click through to a website,” the company recommends.

“In today’s economy, return on investment has never been more important as marketing spend is now analysed and questioned by senior stakeholders, Companies can’t afford to be making such simple mistakes and missing potential sales.

The fundamental aims of any campaign should be high deliverability, targeted mailing, maximum click-through rates and basic personalisation – don’t let the email be the reason customers go elsewhere.”

Read earlier blogs on the subject “Guide to a Better HTML Email Design” on Kenscio Blog.