Reaching your email subscribers is similar to a crowded trade show or expo – you’re fighting for attention, ready to make a good impression. As inboxes are flooded with work emails, personal emails, promotional emails, and more, brands have to work harder than ever to ensure that your emails not only get opened, but ultimately convert.

If you’re on a quest to enhance open and click rates in your email campaigns, watch out for these 4 common mistakes to avoid.

Four common mistakes to avoid in email marketing

Mistake #1: Boring copy

Envision yourself telling a close friend or family member about a newly discovered product or service – how would you explain your product or service to them? You would likely explain the benefits of the product or service, or about the time/money/energy you saved since buying it. It’d likely be straight to the point and descriptive so you’re able to keep their attention.

The same applies to email copy - if your written copy lacks creativity, interest, or relevance to the reader, it can result in poor engagement. The content needs to be compelling to capture attention and speak directly to the reader's needs and interests to encourage them to take action.

Instead, try using email copy that’s smart, memorable, exciting, or humorous, like the example provided below:

A perfect example of exciting, enticing, effective email copy from a global leader in personal electronics

Mistake #2: Very few or weak CTA buttons

Include large, noticeable Call To Action (CTA) buttons throughout your emails. CTA buttons invite your subscriber to complete an action and lead to the next step. Your CTA button copy can go beyond “Buy Now” or “See More”. You can get creative and treat them as a door you’re inviting your subscriber to open. If an email lacks these, it may not effectively drive user engagement or elicit the desired response.

The example below offers readers a selection of enticing offers, and a very clear CTA that makes it easy for shoppers to click through and complete a purchase:

A simple but effective call to action from a popular veggie pasta brand

Mistake #3: Poor email design

An email's design is crucial in attracting and retaining the reader's attention. Great email design will express a strong relationship between each element, while driving your subscribers towards a desired outcome. If your email design is cluttered, difficult to read, or visually straining to view, it can lead to subscribers losing interest, clicking out of the email, or even unsubscribing. Good design involves a clean layout, readable font, appealing colors, and relevant images.

A helpful tip: a core element of great email design is visual hierarchy. Essentially, your eye will catch and read larger text first, even if it's not ordered that way. Using visual hierarchy can help you get the point across without requiring shoppers to read the entire email text if they don't want to.

Note the simple, elegant, and effective design in the example below, which reflects the luxurious, style-first persona of the brand:

An example of bold, simple, eye-catching design from a premium footwear brand.

Mistake #4: No social proof

Emails that lack social proof in the form of testimonials, positive reviews or other forms of social evidence miss an opportunity to build trust and credibility. Social proof is a powerful persuasion tool that is often overlooked in email marketing.

Essentially it's the idea of using input and approval from other customers to influence a potential customer's decision. Think of the times you came across a product you yourself were interested in. Your first question likely was “Does this even work?” or “Is it worth it?”

Including social proof in your emails can significantly boost your credibility and convince your subscribers that your product or service is worth investing in. Consider adding a short testimonial from a satisfied customer or include a case study that shows how your product or service helped a customer solve a problem or achieve a goal. When potential customers see others benefiting from your product or service, or solving a similar problem they might have, they're more likely to want the same results and thus more willing to make a purchase.

Here’s an example of highly effective social proof from an online retailer:

An example of social proof from a popular acrylic materials retailer

The Solution: Invest in Email Marketing

Consider these four elements the next time you draft an email campaign. Always include clear and compelling CTAs, engaging copy, and attractive design to enhance open and engagement rates and avoid low performing email campaigns. Because the majority of your email list has never purchased from you before, each email is an opportunity to not only make a future sale.

Alternatively, if your email campaigns produce consistent revenue but have hit a plateau slowing your business growth, consider reaching out to BlueSwitch email marketing experts to see how we can help.

BlueSwitch is a full-service email marketing provider specializing in eCommerce. We've optimized our clients' Email Marketing efforts through advanced segmenting and data-driven automated flows, backed by industry-leading email design, CTAs, promos, and integrated social proof.

Want to know more? Contact Us today to find out which area of your email strategy needs immediate attention.

Your Last Email Brought in ZERO Revenue? Consider this Before Giving Up