Trust in email marketing: Dotdigital shares the most common email pitfalls

Frank Brooks, Dotdigital's Head of EMEA Marketing, sat down with us to talk about how you can avoid some of the most common pitfalls of email marketing.

Transcript:

(Trustpilot): So for those that don't know, Dotdigital is a customer experience data platform, and you have a lot of experience on how to get email marketing right. But what are your thoughts on what businesses are still getting wrong with their email marketing?

(Dotdigital): The first is poor or no segmentation at all. Failing to segment the audience properly and giving them irrelevant content leading to to low engagements. I think, in the current day and age, we just can't be doing those mass marketing approaches. We have to be looking to, to segment, even if it's really super basic on the data that we have to give a more relevant experience.

(Trustpilot): Another one, which, really still surprises me is overlooking mobile optimization.

(Dotdigital): Many users, we're opening emails on mobile devices more and more and more. Last year, I think approximately 55% of all marketing emails were opened on mobile first. So, we really need to shift the mindset that we're not just designing them for the desktop and then just hoping that it renders okay on mobile.

Dotdigital is great at doing this. Obviously I'm biased, but it's really super easy with a couple of clicks to work out how your email is going to look like on mobile. You can even look between landscape and portrait. But, of course, as every email marketer probably does themselves and I do when I'm building emails, it's just to send it to yourself and see how it renders on mobile using that test email feature.

And finally mentioned testing and that is it, people are still seeing not adequate enough testing. We aren't changing things up, looking at what's working and just sort of hoping for the best. There's so much we can test like subject lines, the layout of the email, the call to action placement, the call to action color. There's so much we can be doing to ensure our emails are always being top of mind, engaged with properly, converting to the best of their ability, and constantly improving.