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The importance of a branded sending domain
One common mistake that could be holding back your brand's email game is the absence of a branded sending domain. Setting up a branded sending domain isn't only a technicality; it's a strategic move that impacts your email deliverability.
The misstep here is common – many brands have not set up a branded sending domain, meaning their ESP does not have permission to send emails via your domain and you are using a shared sending domain - which means that other parties which use the same domain can impact the health and deliverability score of that domain.
The solution is simple yet powerful: Set up a branded sending domain. By doing so, you grant explicit permission for your ESP to send emails on your behalf. The result? Your sender reputation will improve and your emails radiate more trust. In the end, this means your email deliverability takes a leap forward and that’s exactly what you should want!
Style your consent & preference pages
We often encounter another significant pitfall: neglecting the style and functionality of your Consent & Preference pages.
To fix this, style these pages with your brand's essence, offering customers a consistent brand experience. Gather valuable insights—birthdays, gender, and interests—that can help you with future campaigns. It's a simple tweak with significant returns.
Template mistakes to avoid
Ever noticed the subtle inconsistencies in your templates? From flows vs campaigns vs transactional emails, the lack of uniformity can be a stumbling block. To set things right, unify your branding. Make sure your templates sing in harmony and don't forget the often-overlooked custom fonts. Oh, and a pro tip: Always have a fallback font in place to ensure your message is always presented as intended.
A closer look reveals another gap—missing links. Imagine sending out an email, only for recipients to struggle to find essential information. Ever clicked on an email and wished for a browser view option? Or did you try to navigate to collections but found the links missing in action? What about finding customer service details or having a clear Call to Action (CTA)? These are the subtle but crucial links that often go unnoticed. So, here's the fix: Cover all your bases. Ensure a browser view option, include links to collections in your header, make customer service accessible in the footer, and streamline your CTAs (use 1 per email) for clarity.
Making good content is an art, and mastering it requires avoiding common pitfalls. Let's simplify: use clear CTAs and keep the primary content within the fold—especially in your automated flows.
The risks of image only Emails
Imagine brands making and sending out emails solely with images. While the intention is to captivate with visuals, the risks associated with this approach are definitely there. From slow loading times and lack of responsiveness to spam sensitivity and reduced accessibility, the drawbacks outweigh the visual appeal.
The resolution is clear—strike a balance. Aim for a text-to-image ratio of 60:40 within your emails. This ensures a harmonious blend of visuals and text, optimizing both aesthetics and functionality.
How to avoid Gmail Clipping
Imagine this: Gmail Clipping, where emails surpassing 102 KB (around 75 KB for mobile) get cut off, rendering your full message invisible. Now, there's an added concern—the potential clipping of your tracking pixel. Fortunately, some ESPs, like Klaviyo, provide a solution by allowing you to place the tracking pixel on top.
The solution is straightforward: simplicity is key. Reduce complexity in your emails because every added element contributes to the size. Be cautious if your ESP supports sections, as they can affect email size. Strategically craft your headers and footers; these code-heavy blocks require careful development.
Lack of segmentation in Welcome Series
Let's talk about Welcome Series, which is a must-have flow and a crucial aspect of engaging subscribers. A common misstep? Sending identical emails to both converters and those yet to convert. This means that there is sometimes no chance for personalization and an introduction to the brand.
The fix is simple: personalize your Welcome Series. Tailor your approach for converters and non-converters. Introduce your brand authentically, providing a glimpse into what sets you apart. It's a small tweak with a big impact, ensuring your Welcome Series resonates with every subscriber, making a connection from the start.
Navigating the Abandoned Checkout
The Abandoned Checkout flow is another arena where personalization can make a significant difference. A common misstep is treating all subscribers uniformly, overlooking the nuance between existing and new consumers.
To rectify this, segment your Abandoned Checkout flow. Tailor your messages based on the user's relationship with your brand—whether they are returning customers or potential new clients. Treat new customers differently, introduce USPs, provide them with customer service piece of mind or offer a one-time discount. This strategic approach ensures that your messaging resonates more effectively, potentially converting those hesitant shoppers. Need more tips for your Email Marketing? Check out those 21 tips or see which 9 original flows you can work on.
Need help? Let’s talk!
In email marketing, every nuance matters. From the technical intricacies of branded sending domains to the artistry of crafting engaging content, each element plays a crucial role in determining the success of your campaigns. Avoiding these common pitfalls and embracing strategic solutions will help you create a more robust and effective email marketing strategy.
Our Klaviyo team has been managing email marketing strategies for over 50 e-commerce brands, like O'Neill, TI SENTO - Milano, by-bar, SNURK, Le Nouveau Chef, Veloretti and namuk. Need help with your strategy? Give us a call, send an e-mail or drop by in Delft or Amsterdam. We’re happy to get to know you and your business! Or, of course, read our Email Marketing Inspiration Book where we share all our Email Marketing best practices for e-commerce brands.
