"Secondly, periodically survey your subscribers to find out more about them, which I recommend, for reasons beyond simply learning how to become a better sender."
3. They can't properly view your email.
"Just because your email looks good when you test it on your own accounts doesn't mean it's going to be perfect on all of your audience's email platforms," says Austin Paley, corporate marketing communications manager, Blue Fountain Media.
In particular, beware of "image-heavy emails — emails that look like a poster more than an email," says Philip Storey, head of global strategy & insights consulting, Lyris, a provider of digital marketing solutions. "Over 50 percent of emails are opened on mobile devices, and mobile devices struggle to download images," he explains. "Therefore, if you hide your awesome value proposition in an image, people won't see the content and are more likely to unsubscribe." Therefore, if you don't want people deleting your emails, or worse, unsubscribing, "make sure that your email renders correctly across all devices," says Paley. "Using a tool like Litmus is incredibly helpful because it allows you to see how your mailer looks across all platforms, so that you can tweak code accordingly if there are any issues." Or just make sure that the email template or campaign manager you use is mobile friendly.
4. Your email is too cluttered or looks unprofessional.
"If an email blast looks messy or unprofessional, people will think of it as spam and unsubscribe," says Gianna Kagel, co-owner, Assisting Hands, a home healthcare agency in New Jersey. To fix this problem, try using a service such as "MailChimp or Constant Contact, and send yourself the email [first] to see how it looks before you send it to your marketing list. If the formatting looks off or you notice any typos, fix it before you let your consumers see it," she says. "Having someone proofread the email before you send it is always a good idea as well."
"Not everyone is a designer, but if your email isn't aesthetically pleasing or looks dated, you're sending [the] message: I don't care enough about my business to have good branding, or I don't care enough about your email reading experience to make this pretty and easy to read for you," adds Summer Brighton, creative director at Summer Brighton. Her solution, like Kagel's (and many others): "Use an email marketing service [that has] templates you can customize. Or find a graphic designer to put something together for you." Just "make sure that your branding and messaging is clean, current and nice to look at," says Brighton.
And again, don't forget, a large portion of subscribers are reading your emails, or trying to, on a mobile device.
Sign up for CIO Asia eNewsletters.