A Checklist of Digital Marketing’s Deadliest Sins

Digital marketing can be challenging. But your chances for success are much greater when you can avoid the (sometimes) simple pitfalls that sabotage response. So we have decided to start a checklist of “response killers”– things that can ruin your chances for productive digital marketing results.

This list is intended as a reference to help assure better performance from your Web, email, mobile, and social media efforts. We’re leading off with 25 deadly sins, in no specific order, and we’re looking for the input of our blog readers to add to the list. So read on…and contribute your own ideas for things to avoid if you want to achieve “killer response”.

1. Broken links. Check that all links are functional. Be sure to pay attention to case sensitivity. (Been there once, and never want to go back.)
2. Misguided links. Make sure that links take the user to the proper page. Too many Web sites get tripped up by this problem.
3. Missing links. Although it’s rarely a good idea to identify the sender of an email as “Sasquatch”, what we are referring to here are links to pages that are unpopulated, except for a headline. (I visited a cruise line’s site this morning, clicked on Caribbean itineraries, and nothing was listed.)
4. Requiring too much data from respondents. Do you really need respondents to register in order to receive information? If so, just ask for the most necessary data. Cumbersome registration forms scare off response. You’re better off requesting additional data in subsequent contacts.
5. Complicated or difficult order forms. Is it simple for customers to navigate the transaction path? Could your mother do it? The road to e-commerce hell is littered with abandoned shopping carts.
6. Incomplete information. Not every consumer is as savvy about your product or service as you think. Not every user is as savvy about Internet technology as you think. Let them know exactly what they’ll get, and tell them exactly what to do to get it.
7. No alternate methods of contact. Maybe someone’s not ready to order but wants information. Can you accommodate such requests? Maybe someone has a question that isn’t covered by your site’s FAQs. Include email and phone contact options.
8. Slow (or no) response to emailed consumer inquiries. Enough said.
9. Using “Free” in an email subject line. Don’t bait the spam filters. Avoid words in subject lines that might suppress the delivery of your message or characterize you as a spammer.
10. Roman numerals for 30. The Caples International Awards likes to identify each succeeding competition with Roman numerals. But when we sent out emails about Caples XXX, our messages went to the land of the lost. A simple switch to “Caples 30″ put us back on track.
11. Introducing yourself as a Nigerian businessman in an email. Even if you are a legitimate Nigerian businessman, the spammers have spoiled your credibility. Find another way to lead off your email copy.
12. “No salesman will call.” Sometimes a statement intended to relieve risk does just the opposite and raises concerns about your offer. Make sure that your benefits are truly perceived as benefits.
13. Expired — or impossible — deadline dates. Ever re-use an ad or email and forget to update the reply deadline month or year? Especially at the beginning of the calendar, it’s easy to overlook the change in year. Ever leave an offer on your Web site long after it expired? Or how about this — setting a deadline date for September 31 or some other nonexistent date. It happens all the time, and it doesn’t make the marketer look too sharp.
14. Hard-to-read type. There are lots of cool fonts, but not all of them are suitable for body copy. Some fonts will not even get picked up properly on all computers. Choose a type face that’s easily read and easily transmitted. And pay attention to type. We mean you, Mr. 20-something designer! One day you’ll be over 40, interested in a home equity loan, and really need to read all that type!
15. “Creative” color choices. Yes, you want your Web site to be distinctive…but not jarring. Your site should be easy on the eyes and not pose a challenge for visitors. Pay close attention to type color and make sure that copy is legible on a variety of computer and mobile screens. Remember, what looks gold when you send it out can show up as pea green when it is received.
16. Voodoo navigation. Can your site visitors actually find the information they want? Test your site for ease of navigation. (Last week we went to my son’s school’s Web site to check the fall quarter class calendar. I’m sure the information is there somewhere, but heck if we could find it!)
17. Inappropriate shipping and handling fees. Delivery charges that are greater than the product price do not win friends, nor encourage sales. If your product is also readily available at retail, pay special attention to minimizing delivery costs.
18. Unfriendly formats. An email message in a wide horizontal format might look great on your office computer screen, but will it work on you consumer’s laptop? Most people would sooner hit “delete” than choose to scroll side to side to read your message. Think about format suitability for Mac and PC users. Think about suitability for mobile screens.
19. Incorporating offer copy with visuals. Images will not automatically load in Outlook and other email delivery systems. If the only mention of your offer is in type that is built into an image, it might never show up on the consumer’s screen.
20. Misspellings. Nobody’s perfect, but misspelled words undermine your credibility. (I recently visited a Web site promoting careers in teaching and found a couple of misspelled words, including “specializeing” in the second paragraph of the introduction on the home page…which tells me that there’s be a desperate need for English teachers.) Please proof your copy! Spellchecker is not enough. You don’t want to overlook an important word — like “not” — that can totally overturn your intended message.
21. Relentless email frequency. Over-communicating can immunize subscribers to your messages. Only communicate when you have something newsworthy to share. Consider asking your subscribers about desired email frequency.
22. Wordy email subject lines. Tests show that subject lines with fewer than 50 characters get better open rates and much better click-through rates.
23. ALL CAPS. YES, I’M SHOUTING AT YOU! In email, this is a “stalker” technique that’s a real turn off.
24. Not taking advantage of personalization. Use customer data to personalize email contacts and Web visits, and enhance the relevance of your messages. The generic approach won’t kill response, but personalization will increase your chances of success.
25. Personalization with poor data. Only personalize messages when you are sure that your data is correct. Especially gender data. I’m a male Sidney and I resent being addressed as “MS.” Don’t assume gender without asking.

Now it’s your turn. Confess some of your “deadly sins” and we’ll add them to the list!