4 Things That Will Guarantee Your Emails Don’t Get Opened

December 19, 2015

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Email marketing can pay off big time—but only if you do it right. And obviously, if you’re spending a lot of money on emails but not getting any of them opened by your target audience—if those emails go directly from inboxes to trashcans, contents unseen—then you’re doing little more than wasting money.


So what can you do to ensure that those emails get read? We’ve shared some email marketing best practices before. Today, what we’ll offer is a set of don’ts—some common email marketing elements that are sure to get your messages promptly deleted.


In other words, these are rookie errors—boneheaded mistakes—that will basically squander whatever effort you put into your email marketing campaign. Naturally, we recommend avoiding them at all costs!


Email Elements it Pays to Avoid



  1. Spelling and grammar errors. Yes, it sounds like common sense—but you’d be amazed at the number of business owners who take time to proof their messages but not their subject lines. If somebody receives an email from you and it’s got a glaring error in its subject heading, that immediately undercuts your authority—and all but guarantees your email gets rejected.
  2. Impersonal greetings. Here’s something else that can wreck your subject line—and thus, your entire email: A greeting that’s obviously impersonal and unspecific. Any message that comes with a title like Dear Sir or Madam will look like spam, and likely be treated as such.
  3. Spammy words. Along the same lines, spammy buzzwords located in your subject line will get your emails buried and your servers blacklisted. Avoid saying click here, % off, order now, sale ends at midnight—anything that clearly marks your marketing email as cheap or salesy.
  4. Bombast. Finally: Remember that a subject line is meant to be short and snappy. If your subject line lacks brevity, it may turn off busy readers who’d rather you get straight to the point.

There is plenty you can do to make email marketing a more effective tool for your business—but also plenty you shouldn’t do. Keep these tips in mind as you strive to achieve email marketing success.

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