11 Common Email Marketing Mistakes
May 31, 2018
May 31, 2018
Research indicates that email marketing delivers a median return on investment of 122 percent. Billions of people around the world use email every day, and that number continues to grow as time passes. This hugely effective tactic is imperative to marketing strategies for businesses in every vertical. It’s essential to learn common email marketing mistakes so you avoid making one in your campaigns.
- Overhyped Subject Lines: Email subject lines that make big promises but fail to deliver when a user opens the message. Instead, keep subject line succinct and accurate while still compelling enough to entice the user to open the message.
- Ignoring Message Previews: The preheader, which is about 100 characters in length, populates the message preview users see when an email arrives in their inboxes. In email marketing tools like MailChimp, you can edit this message preview content, so you are providing readers with the enticing information needed to pique their interest.
- Using Generic Addresses and Names: This is an indication of spam that most people see and immediately delete. Generic email addresses, like noreply or admin, are a red flag. Humanize your email marketing efforts with real names and addresses.
- All Sales: If you want recipients to open your emails, you need to provide them with content they crave. That means emphasizing valuable content over sales-heavy lingo. If users think you only want them to buy something, they’re never going to open your email and will delete it instead. Focus on what your target audience desires in emails and deliver that directly to them to build a valuable relationship.
- Bland Copy: People get enough boring emails that they are obligated to read. Make your email messages stand out from the crowd by injecting some personality into your content. Create unique content that people won’t find elsewhere, so they look forward to receiving your emails.
- Too Long: If your email requires more than a few minutes to read, most people are going to click away. You have mere seconds to grab the attention of your target audience. If you want to provide additional information, include a link to a dedicated landing page. That makes it simple for interested users to learn more, while also driving traffic to your website and improving your email click-through rate.
- Not Sending Test Emails: These tests allow you to catch personalization errors, grammar mistakes, and other issues before the email goes out to your end users. It seems like an unnecessary step, but it goes a long way to ensure your organization sends high-quality emails, rather than sloppy, unprofessional ones.
- Including Too Many/Not Enough Images: Your emails should be a balanced mix of both copy and images. An email with just images is not optimized for mobile users. Emails with no images are unappealing and usually include too many words for the regular user to read before getting bored. Combine these elements wisely so they work together.
- Sending Too Many/Not Enough Emails: Only 44 percent of consumers feel that brands send the right amount of emails. Ask users to submit their email frequency preferences when they subscribe or provide this option on an email preference page. You can also survey subscribers to ascertain how many emails they want to receive from your company.
- Failing to Segment Email Lists: You’ll see greater success with your email marketing campaign if you segment your subscribers into relevant lists and send messages that correspond to their needs, behaviors, and demographics. You are wasting precious resources and alienating users if you send everyone the same messages. Sure, some of those might apply to a few of those recipients. However, segmenting means you are sending relevant content to the appropriate readers.
- Not Including a Call to Action: While you don’t want your messaging focused on selling a product or service, you should include a clear call to action to encourage readers to visit your website, contact your business, or respond to your email. Tell them what you want to them to do and if the content was worthwhile, they’ll take that action.
Email marketing is a nuanced endeavor that requires an in-depth understanding of content creation, list segmentation, and data analysis. To launch a strategy that achieves your business goals and engages your target audience, contact the email marketing experts at Focus Content Marketing now.