Does My Email Look The Same In Every Inbox?
What problems occur and how to solve them
1. Email Lands In The Spam Folder
Problem: Your email ends up in spam instead of the inbox and is therefore part of the blacklist. You notice the problem only after you look at your email reports and notice how low your open rate is.
Solution: With JUNE you can check if your mailings end up in the spam folder. Also, use the double opt-in process to make sure that your subscribers have signed up to the newsletter distribution list on their own and are therefore genuine prospects. After all, your subscribers can also independently mark your mails as spam if they are not interested in your campaigns.
2. Subject Line Is Displayed Incorrectly
Problem: The open rate is too low, even though your newsletter content is attractively designed.
Solution: The first thing your subscribers see is the subject line, preview text and sender in their inboxes. They are responsible for generating attention from your subscribers. This is how you ultimately gain conversions. Opening an email is also the most important step in email marketing, because it's the only way your subscribers can end up in the conversion funnel. Email providers specify different numbers of letters for the subject line as well as for the preview text. Your subject line should therefore have an approximate length of 45 characters so that it is displayed in full in the mobile and desktop views. Send your email, including subject line and preview text, to a test person before sending it to a customer group. Check that the texts are displayed in full – if they are not, make sure that the meaning of your message does not change anyway.
3. Dynamic Content Is Cancelled
Problem: You spend a lot of time personalizing content in your newsletters. However, your subscribers don't respond because the dynamic content is broken and displayed incorrectly. A well-known example is “Hello %%first_name%%”. Your newsletters look unserious as well as unprofessional and can increase your unsubscribe rate.
Solution: If you use dynamic content to personalize your emails, it is important to test this content before sending.
4. Images Are Not Displayed
Problem: Your images are not displayed in your emails.
Solution: The reason for this could be that your subscribers have disabled the display of images on their own. Therefore, do not use a large image in which all your content is displayed. With a combination of images and text, you can be sure that your message will be understood even if your subscribers do not see images. Also, use alt text with images so that the added value remains the same for users who have disabled the display feature, as well as improving your SEO performance anyway.
5. Spelling Mistakes
Problem: You either don't notice spelling errors, or you notice them after sending a campaign. Even small errors can change the meaning of the advertising message.
Solution: Adjust your workflow so that after writing articles or posts, you still have enough time to read through the entire text at your leisure. Pay particular attention to the subject line, sender, preview text, footer, and any image descriptions. It's often difficult to spot your own spelling mistakes. Therefore, ask staff to read your content before publishing.
6. Links Do Not Work
Problem: A prospect of your email clicks on a CTA button, and he lands on a 404 page. Thus, he is not redirected to the right page. No conversion can take place. You have managed to convert a subscriber into a prospect, but the further conversion into a customer is blocked by technical errors.
Solution: It is very time-consuming to double-check every link to make sure it works, especially for long emails. With JUNE you can automatically and quickly test your links and check if the links lead to loading web pages. You will be notified which ones don't work, so you can check for spelling mistakes or wrong links.
7. Same Email Varies Per Mailbox
Problem: Due to background images, web fonts and animated GIFs, your email may look different in different mailboxes (Apple Mail, Gmail, Outlook, etc.). It's not easy to figure out exactly what's causing it and what's the fastest way to solve the problem. Email providers are constantly releasing new features, not knowing that it is a challenge for email marketers each time to adjust the new features so that the mailings still look the same in every mailbox – regardless of the provider. So it can often happen that email templates that worked fine before suddenly contain bugs that are complicated to fix, especially when email vendors release updates without notice. Moreover, your emails may display perfectly in desktop view but break in mobile view from the same provider.
Solution: check if your email looks identical not only in major email clients, but also in small providers, as well as the rendering of possible devices (desktop, notebook, tablet, mobile view) is perfect.
8. Emails Are Cut Off
Problem: Even if you didn't realize during the design of your email that your content is particularly long, it can still happen that your email gets cut off in the inboxes. Especially with large email providers like Gmail, this typically happens. If one of your subscribers now tries to open such an email, he encounters a long loading time, which causes him to lose interest in your email and delete it.
Solution: With JUNE you can easily fix this issue. You will be notified when one of your HTML sizes is too large to be fully displayed. Furthermore, it helps to control how long your email takes to load. The longer the loading time, the more likely it is that your email will be deleted before it is even read. Large image files or animated GIFs can be the cause of long loading. Tools like ImageOptim help you shrink large image files to speed up image viewing.