8 common email marketing mistakes & ways to avoid them
Did you know; more than 294 billion emails are sent daily? Be frank and tell us, how many emails, did you wake up to this morning? Plenty isn’t it? You are not alone!
From our experience, we can vouch, most businesses do email marketing these days, but not all email marketing is effective. Let’s understand the simple fact – as a responsible business owner when you send an email to your potential customers, you should leave no stone un-turned to stand out from the other hundreds of emails that your reader may receive the same day, you send yours.
Email marketing is a great tool when utilized in the right way. Yes, sending an email requires an investment in terms of time, energy and money and it’s important that the time is not wasted on by sending an email which is not being read or acted on.
Here are 8 common email marketing mistakes and how to avoid them
#Mistake 1: Unsolicited Messages without subscription links. DO NOT send your messages to anyone who hasn’t given you permission – this is the golden rule to email marketing. After all; you don’t want your mails to hit someone’s SPAM folder, right? The smartest way to gain mail list subscription is to add an opt – in link for subscribing to your blog or newsletter on your company website or mobile site. This will give your customers the ultimate chance to receive information from you. You should also provide a clear opt strategy if a customer intends to unsubscribe. Ensure that the whole transition remain smooth, but do not make it a too easy to op-out. Instead, you may provide alternatives for opting out, but give them the chance to leave on good terms.
#Mistake 2: Sending email without persuasive subject Line. The most significant aspect of any email is definitely the subject line. Keep your email subject line simple, informative and make it worth opening. Don’t overdo it and don’t try to mislead your target audience. Also; avoid using capitals for entire phrases.
#Mistake 3: Not arresting your customer attention frequently. Remember, sending too many emails is as bad as not sending your email at all at frequent intervals. Yes, not following a schedule for email marketing is thus a costly mistake. Also; encourage the viral effect while providing your target audience with the option to share your email. This means; your email should feature social sharing links. In order to reduce the chance of spam complaints try to explain the recipients why you they are receiving your mail
# Mistake 4: Sending your mail untested. Yes, sending the mail without testing is nothing but a missed opportunity. Sending out the 2 versions of a single email, is the right tool to figure out the best performing format for future campaigns.
#Mistake 5: Using email@example.com for sending emails. Keep in mind; sending from no reply or do not reply domains are uninviting. Sending from these domains will reduce the open rate. Personalizing your mail is a great tool.
#Mistake 6: Sending image only emails. Avoid this costly mistake. Remember; on an average only 33% of the email subscribers may have the images turned on by default. What does this mean for you? This means your email will be displayed as just an empty box and cannot be read. Only in a few cases, images only emails are useful. For instance; if you sell clothing, any visual product or travel related service or products then going with an image based email makes sense.
#Mistake 7: Not hyperlinking with your website. Remember; your mail should include at least 1 link and the link should direct people to a dedicated landing page with all the details of the campaign. This makes it easy for real time audience to buy from you.
#Mistake 8: Going ahead with the ‘One Size All’ approach. Keep in mind; relevance is one of the most effective forms of marketing and the one size all approach never works. Segmentation is the basis of any successful email campaign. Segment your list into different groups, customize your messaging approach to each reader to see higher click-through rates.
It’s now your turn to enhance your email marketing campaigns. As one of the leading digital branding agency in Kolkata at Digital Marketing Lab we make branding and your outreach campaigns a staggering success.
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