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Did you know an email can display more than 300,000 different ways depending on the email client, device, and reading environment?
In other wordsâŠthere are 300,000 potential ways an email can break. đ±
And thatâs before all of your stakeholders decide to poke and prod your code in different ways. With 60% of companies needing at least four stakeholders to review an email before it goes out, youâre going around and around and around testing and tweaking for every campaign.
Email geeks know that creating exceptional emails has never been harder.Â
Customer expectations are higher than everâ86% of customers will leave a brand after only two poor experiences. No pressure, right?
We tested five million emails last year. Here are the top five most common email mistakes we see (and how to fix them):
1. Deliverability issues
Did your email make it to the inbox in the first place?
Deliverability issues often go overlooked because theyâre not directly related to the content of the email (and letâs face it, deliverability can be a pretty tricky technical topic.) But if your emails donât actually get to the inbox, your email marketing program wonât get much traction.
Thereâs never a bad time to do a check-up on your deliverability practices. Make sure youâre optimizing every facet of your deliverability. Double check allllll those acronyms: DMARC, DKIM, SPF, and BIMI.
2. Default preview text
68% of emails we tested contained preview text errors. We see countless examples in our inboxes of emails missing preview text, or defaulting to the first line of copy in an emailâŠaka âCANâT READ THIS EMAIL?â or âVIEW IN BROWSER.â
Examples of great preview text in Gmail
This may be because of a common misconception among email marketers that preview text is the same as preheader text. Preview text appears in the inbox alongside your from name and subject line, while email preheader text appears at the top of the body of the email. However, if you donât write any preview text, most ESPs automatically pull the preheader text inâŠresulting in confusion over the terms and a lot of missed opportunities for email marketers.
Missing preview text ruins your chance of making the best first impression. Thatâs because it comes right after your subject line, giving you prime real estate to further entice your subscribers to open your emails. And we all know that without an open, you canât get a click.
3. Inaccessible emails
90% of the emails we tested contained accessibility issues.
Email geeks, this is NOT okay.
Itâs one thing to miss out on an ROI opportunity with preview text, and another to exclude an entire set of your audience because youâre not adding ALT text to your images or using large enough font sizes (both very easy, very quick fixes!) Make sure you take into account mobile devices, screen readers, and dark mode when you put together your email designs.
Inaccessible emails limit the reach of your email, but they also negatively impact your brand reputation by leaving subscribers feeling excluded.
4. Broken emails
96% of the emails we tested contained content issuesâŠaka broken emails. This includes images not displaying properly, wonky formatting in email clients, and classic mistakes like typos and broken links (itâs happened to all of us!)
Still, thatâs a LOT of broken emails out there.
When you send an email with a mistake in your content, youâre basically wasting your email campaign. If subscribers canât take action from your email campaign, youâre not going to generate any revenue. But it also causes subscribers to lose trust in your future campaigns, reducing your email engagement and damaging your brand reputation over time.
5. Missing email personalization
Irrelevant, unengaging emails is one of the most common mistakes we see that is much squishier to fix than a typo or weird rendering issues in Outlook.Â
Whatâs missing in a lot of these irrelevant emails? Personalization.
ICYMI, personalization is everything these days when it comes to email marketing. While this isnât the same kind of mistake as a typo, for example, forgetting to personalize an email (or worse, sending something that says, âHey NAME!â) is a common issue with underperforming emails.Â
When you take into account that 71% of customers feel frustrated by impersonal experiencesâand that 83% would willingly trade personal info for a more personalized experienceâthen lacking personalization in your email marketing isnât a nice-to-have anymore; itâs keeping your email marketing program from performing the way it should.
Too many brands leave ROI on the table
Itâs not a matter of if a mistake will happen, but when. No one is perfect, so donât put pressure on yourself to be. These common mistakes are common for a reason!
With Litmus, you never have to worry about actually sending an email with those mistakes in it. Not only does Litmus catch errors like typos, missing links, and broken code, our suite of tools works together to help marketers completely maximize their email marketing ROI.Â
Donât let a common mistake cost your business again. Say goodbye to broken emails with Litmus.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
