Deceptive and manipulative practices in email marketing can cause significant damage to your reputation and your brand.
As a professional in the industry, I understand the importance of building trust with your email subscribers and the potential consequences of using these tactics.
Recently, I received an email from a sender who changed their name to ‘RSVP requested!’
This misleading tactic left me feeling confused and skeptical before even opening the email. As a result, I unsubscribed without giving the email’s content a chance.
This experience reminded me that there are countless tactics that can cause people to unsubscribe and damage your reputation in the process.
In this article, I want to highlight 13 things to avoid doing in your emails to subscribers that can tarnish your reputation and lead to distrust. By avoiding these missteps, you can build a loyal and engaged subscriber base that looks forward to hearing from you and is more likely to convert into customers.
1. Using RE: in Sender's Subject Line
The use of “RE” in subject lines can be a tricky tactic to navigate. While it can be effective in certain contexts, placing it at the start of a subject line can be misleading and feel manipulative to subscribers.
This is because it gives the impression that the email is a reply to a previous conversation rather than a promotional newsletter.
As a result, subscribers may prioritize opening it thinking it’s an urgent message that needs their attention, only to feel disappointed and misled when they discover it’s not.
However, there are ways to use “RE” effectively in subject lines. For instance, consider adding it at the end of the subject line, such as “The truth about X: RE Your Request.” This approach helps the subscriber understand the email’s purpose without feeling deceived.
2. Changing The Name of the Sender
Changing the sender name is another manipulative tactic that can damage your reputation and cause subscribers to unsubscribe. In the example above, the sender changed their name to ‘RSVP requested!’, leading the recipient to feel deceived and unsubscribing immediately.
I’ve even heard of some marketers changing the ‘from’ name to the subscriber’s name just to grab their attention, which can come across as disingenuous and confusing.
To avoid this, stick to a sender name that makes sense and clearly represents your brand or business. This can be your name, your business name, or a combination of the two. Consistency is key in building trust and establishing a strong email marketing presence.
3. Making False Promises In The Subject
False promises in subject lines are a common tactic that can quickly erode trust between you and your email subscribers.
Nothing is more frustrating than opening an email with a subject line that promises to help you achieve something, only to find out that the email doesn’t deliver on its promise. This is a surefire way to make your subscribers feel deceived and undervalue your content.
To avoid this pitfall, make sure your subject lines accurately reflect the content of your email.
Don’t oversell what you’re offering, and be clear about what the email will cover. Your subscribers will appreciate the transparency and honesty, which can go a long way in building trust.
4. Using False Urgency To Manipulate The Subscriber
False urgency is another manipulative tactic that can cause subscribers to feel pressured and manipulated.
Examples of false urgency include countdown timers that auto-reset, price increasing deadlines that don’t actually increase for several days, and suggesting urgency when there is none.
These tactics can make your subscribers feel anxious and suspicious of your intentions, which is the last thing you want.
However, this doesn’t mean that all urgency is bad. In fact, using urgency ethically can be an effective way to encourage your subscribers to take action.
For example, true countdown timers that give your subscribers adequate thinking time to make a considered decision can be helpful. Just make sure you give your subscribers enough notice and forewarning before the countdown ends.
This allows them to make an informed decision without feeling rushed or manipulated.
5. Using Aggressive Language In The Subject
Using aggressive language in your email marketing can make your subscribers feel pressured or guilty, which is not a good look for your brand. Phrases like “If you don’t do this, your business will fail” are examples of bro-marketing strategies that are likely to turn off your subscribers.
Remember, if your subscribers don’t feel good when they read your emails, they’re more likely to hit that unsubscribe button. Instead, use language that is supportive and informative, and avoid resorting to fear-based tactics.
6. Hiding Or Disguising The Unsubscribe Link
Disguising or hiding the unsubscribe button is a surefire way to annoy your subscribers and damage your reputation. If people can’t easily find the unsubscribe button, they may report your emails as spam, which can hurt your deliverability scores.
Remember, not everyone on your list is going to be a good fit for your business, and that’s okay.
Letting them go gracefully by making the unsubscribe process easy and straightforward is the best way to maintain a positive relationship with your subscribers and protect your brand’s reputation.
7. Using Pop-Ups In A Spammy, Sleazy Way
Pop-ups are a great way to grow your email list and increase conversions, but when they’re used in a spammy way, they can do more harm than good.
When pop-ups are obtrusive, annoying, and take up the entire screen, they’re likely to make visitors leave your site altogether. Instead, use pop-ups strategically and make them easy to close, especially for mobile users.
Remember, pop-ups should be designed to help your visitors, not annoy them.
8. Ignoring Unsubscribe Requests
Ignoring unsubscribe requests is not only bad etiquette, it’s also illegal. You should always make it easy for your subscribers to unsubscribe from your list, and promptly honor their requests.
But don’t stop there.
Consider offering the option to opt out of specific promotions as well. If someone isn’t interested in a particular product or offer, respect their wishes and exclude them from future emails about that promotion.
Failing to do so could lead to more unsubscribes, spam reports, and even damage to your reputation.
9. Making False Claims or Promises
Making exaggerated or false claims in your marketing is a surefire way to lose subscribers and damage your reputation.
If you want to make big claims, be sure to provide evidence to back them up. This will help establish trust with your audience and show them that you’re a credible source of information.
On the other hand, if you can’t back up your claims, it’s best to avoid making them altogether. Stick to honest, transparent marketing and you’ll be more likely to build a loyal following over time.
10. Pretending A Mistake Was Made - The Worst!
While it’s understandable to make mistakes, repeatedly using the “oops, I made a mistake” email just to get extra clicks is not only annoying, but it can also damage your credibility. A study found that 52% of consumers said they would lose trust in a brand if they received an incorrect or incomplete email.
So, if you genuinely make a mistake, own up to it, but don’t abuse it for clicks.
“Sorry, I messed up…” has many different variations, and I bet you’ve seen them all!
Other versions of this scam (yes, that’s how I see it) appear as emails you get from known marketers with subject lines that blame technological failures (“the demand was so huge the server couldn’t handle it and some of you got locked out unfortunately“), or third-party provider issues (“don’t know how it happened, but our autoresponder provider didn’t send this notice out to everyone“).
None of that is real! None of that is true!
11. Pretending Someone Bought Something When They Didn't
Using deceptive subject lines like “about your purchase” when someone hasn’t actually made a purchase is a cheap trick to get clicks. This tactic is not only misleading, but can also lead to people unsubscribing from your list.
According to a survey, 69% of people unsubscribe from email lists because they receive too many irrelevant emails. Be honest with your subscribers and avoid using false pretenses to get clicks.
12. Using False Hope or Clickbait Subject Lines
False hope, or outright clickbait, subject lines are not only disingenuous but can also lead to disappointment and frustration. Instead, focus on delivering valuable content and offering solutions that can genuinely help your subscribers.
A recent study found that 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.
So, instead of making false promises, try to tailor your emails to your subscribers’ interests and needs. This will increase their engagement and help you build a loyal following.
13. Not Making Your Emails Accessible
Failing to make your emails accessible to people with disabilities can be unethical and limit your reach. In some regions, it can even be illegal.
Make sure your emails are designed with accessibility in mind, including features like alt text for images and a clear hierarchy of headings.
Remember, by ensuring that your emails are accessible to everyone, you’re also conveying the message that you, and your brand, think about the needs of all your subscribers.
In conclusion, email marketing is an incredibly powerful tool for businesses to connect with their subscribers and customers. However, it’s important to avoid certain tactics that can harm your brand, annoy your audience, and even lead to legal trouble.
The 13 email marketing mistakes we discussed in this article are just a few of the many potential pitfalls to watch out for.
By staying honest, respectful, and focused on providing value to your subscribers, you can build trust and grow your business through email marketing. So take the time to review your email campaigns and ensure that you’re using best practices at every step of the way.
With a little effort and attention, you can make your emails a positive and effective part of your overall marketing strategy.
