Most Common Mistakes Businesses Make with Email Marketing
Email marketing is one of the most significant marketing tools that you have in your toolbox as a marketing professional or brand owner who is trying to marketing their brand. According to Convince and Convert, at least 44 percent of email marketing recipients made a purchase for a particular brand due to a promotional email.
There are many factors that go into an effective email and if you want your brand to reach that 44 percent or more, you need to make sure that you aren’t making some of the most common email marketing mistakes. Not only do the most common mistakes drive away individuals who may be interested in your brand, but it also cause you to lose an array of leads and sales.
The Subject Line
There are many factors that can convince an email recipient to open an email, but in terms of email marketing, one of the most vital is the subject line of the email. As much as 33 percent of email recipients are going to open that email simply because of what the subject line says.
This statistic should signal to you two things. First, that your email subject line is crucial in determining whether you’re going to make a sale or not and second, whether your brand is doing at good job at its email marketing strategy. If you’re like most brands, you aren’t doing enough to ensure that your subject line is effective.
To create an effective subject line, you should use action words and draw in the reader. By creating an active subject line, you’ll be able to draw in individuals to your brand and ensure that it leads to an effective marketing strategy.
Differentiate Between Mobile and Web Email
Another common mistake on behalf of marketing professionals and brand owners is that they don’t differentiate between mobile and web emails. By not distinguishing between the two, you may be making it very difficult for a portion of your audience to read and understand your email since phones don’t do an excellent job at displaying emails.
Granted, it isn’t likely that you’re even able to verify if your recipient is going to open the email on their phone or laptop, but what you can do is you can assume that everyone is going to be mobile users.
By making this assumption, you’ll be able to come up with emails that market to your entire user base. The trick here is to develop an email that is mobile-geared, but that still is wholly effective in attracting all viewers.
An (Un)Focused Message
Every email has a message – or at least it should. As you may have inferred, another common mistake that many marketing professionals and business owners make when working on an email marketing campaign is failing to create an email with a clear, convincing, and understandable message. When you go the route of opting for an unclear email, your reader is going to be confused and dissuaded from buying into your brand – which is the total opposite of what you are aiming for.
The best approach when it comes to the message is to make sure that you’re writing in a simple and clear manner. If you think that graphics are best, then it is also a great option – just make sure that the graphic conveys what you are trying to tell the reader in an understandable manner.
Some of the easiest and best graphic emails are those that prompt the viewer to click on a link or to use a promotional code when visiting the main website.
Not Getting Permission from the Recipient
There is no surest way to lose a potential customer than by emailing them without their permission. Many brands attain people’s emails through email lists or other methods and while it may seem like a promising strategy, especially for the brand that has trouble getting leads, it is one that is bound to backfire. If you have a list of recipients who have not given you their email through a sign-up form or otherwise, you should delete them.
Without permission, you are not only presenting yourself as an untrustworthy company, but you are sabotaging your chances at building an effective and worthwhile brand.
Leaving Off the Signature
When writing emails, even everyday individuals tend to leave their signature absent. For most, an email signature is a formality and an outdated one at that. However, when it comes to developing an email marketing campaign and crafting an email that you want to send out, you should certainly add your signature.
An email signature not only signifies the brand, but it also shows that you took the time to put extra care and consideration into the email. Your email signature should appear at the bottom of the message and it should also be as well thought-out as possible. The more time and effort you put into the signature, the more successful it’ll be at prompting readers to visit your website or hear more about your brand.
Not Targeting the Reader
Emails shouldn’t be sent out en-masse without consideration as to whom the recipient is. Unfortunately, too many brands make this common mistake, which leads to a highly ineffective marketing strategy. While it is tempting to quickly draft an email, send it out, and be done with the marketing campaign, you should also know that it is one of the most ineffective strategies out there.
When creating an email marketing campaign, you should be certain to draft an email that targets the user. By drafting at targeted email, you’ll be able to better appeal to the reader and ensure that they are going to read what is in the email, take notice of it, and act upon it. For your best customers, you can even create personalized emails that are going to do an excellent job at getting their attention and prompting them to buy something or visit your website. This strategy is certainly time consuming, but it does pay off in the long run.
Appearing Too Urgent Dishonestly
If you’ve ever opened your spam or promotional features folder, you’ve probably notice that a number of brands send you consistent emails that indicate “urgent” or “last chance.” As you may have noticed, it isn’t much of a “last chance” if the brand is sending you a “last chance” email every few days.
This whole scenario harkens back the whole concept of crying wolf. When most potential customers are faced with a brand that presents information in an urgent manner, but is clearly not worth its word, the customer is likely to either unsubscribe or not act upon the email.
Rather than risk the chance that the recipient is going to unsubscribe to your email, the best course of action is to actually be honest in your emails. If there is an urgent deal, then present it – but don’t continue to write about it for days or weeks on end.
Your recipients will be more likely to take your brand seriously if you are honest and if you present the information for what it is. Also, the next time you send out an “urgent” email, you can be confident that the reader is going to visit your page because they realize that it really is an urgent deal.
Lack of Quality Content
Too many brands meet this point. Poor quality content is one of the easiest way to cause your email recipients to quickly click on the unsubscribe key. When drafting an email or any other type of content or marketing strategy for your brand, you need to make sure that the content itself is meeting quality standards.
If you aren’t able to draft the email to the level that a professional would, then you may want to consider assembling a content team to handle the job for you. They’ll be able to draft highly effective emails that are going to provide you with the sales and leads that you are looking for, all of which help promote brand success.
No Call to Action
Every single email that you send out to a prospect should have a call to action. A call to action is what prompts your email recipients to actually visit your website or buy that product that the email is promoting.
The call to action can be either at the top of bottom of the email. What you shouldn’t do is bury it between all the words. With that strategy, you can be certain that no one is going to read your email.
Overall, the next time you work on developing your marketing campaign, one of your main focuses should be to ensure that your emails are on point. By avoiding the mistakes listed above, you’ll be able to create a better and more effective email for your audience. In addition, you’ll also be proud to find that your website visitors and sales number increasing.