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11 Email Marketing Mistakes and How to Avoid Them

11 Email Marketing Mistakes and How to Avoid Them

These email marketing mistakes affect small businesses.

  • Common email marketing mistakes include excessive use of sales language, failure to optimize mobile devices, and failure to segment customers.
  • The date and time you send emails can affect your engagement rates, as can your choice of images, aesthetics, and branding.
  • Personalized emails with short, catchy subject lines improve open rates, and strong calls to action can increase click-through rates.
  • This article is for small business owners and marketers looking to avoid common email marketing mistakes.– When it comes to developing quality marketing campaigns, email marketing remains an ideal option, especially for small business owners. You can attract an audience, develop a readership, and generate sales without breaking the bank.

While email as a channel works well for many businesses, many email campaigns fail for various reasons, including boring content and poor strategy. To help you avoid making these mistakes, we spoke to marketers to find out 11 of the most common email marketing mistakes made by small businesses.

1. you sell too much

When emailing your customers, it is important to first understand why you are emailing them. You want to get something out of the relationship, whether it’s an increase in sales or website traffic, but you still need to nurture a relationship with your customers. If every email tries to sell your products, your customers will be deactivated. Try to find a balance between useful content and product offerings.

“For example, if you own a hardware store, you could send out a weekly newsletter with tips on how to better complete projects at home or in the workplace,” said Nicolas Straut, Fundera Senior SEO Associate. “Interspersed with this regular content, it could showcase new items or relevant sales.”

Sharing tips and ideas allows you to engage customers through content marketing. This way, you can strengthen your position as an industry expert, earning customer trust and building a relationship with them. This will lead to higher open rates and better conversion rates.

2. Not mobile optimization

As consumers continue to use smartphones to view emails, optimizing emails for mobile devices is critical. “You can usually see in reports whether most people are reading your email on desktop or mobile, but it’s always good to send you a test copy of your email and check on all devices if the font is big enough, the graphics or video look good, the email flow translates well and if the email is too long to scroll when read from a phone, “said Shannon Howard, content editor and producer by The Predictive Index.

The best emails offer customers a great experience on mobile and desktop. It may take a few more minutes to perfect the formatting of your email, but it’s worth making sure your emails are mobile-friendly. Data from Adestra suggests that if your email doesn’t display correctly on mobile devices, nearly 3 out of 4 people will delete the email in seconds.

3. Neglecting the reputation of the sender

One of the most common email marketing mistakes, an oversight that can hurt your spam rates, is not looking at your sender’s reputation. This score, set by ISPs, weighs the daily email volume along with the bounce and unsubscribe rates. The more frequently your emails bounce or unsubscribe recipients, the lower your reputation as a sender. Fewer emails sent can be related to a higher sender reputation.

To improve your sender’s reputation, you need to track it first. The easiest way to do this is with a website or tool that just needs your URL to get your score. A great example is Sender Score – just add your URL, monthly email send volume, and some other key information to see your score. You’ll also have access to sender reputation reports and tips on how to improve your score. Following the tips should lead to fewer emails being sent as spam. [For more information, check out our picks for the best email marketing software for small businesses.]

4. Avoid customer segmentation

“Marketing is much more effective when the message is targeted,” said Michael Cohen, a marketer with over 20 years of experience, including over 10 as VP of Marketing for three companies. “And the deeper you go, the better. Demographic information like gender and age is a good start, but deeper behavioral targeting based on data like shopping habits offers even more value to customers and greater effectiveness.” of marketing “. [Related: How to Find Your Target Audience]

Meeting the needs of each customer is essential. You can do this through a technique called customer segmentation. This technique involves classifying your customers into smaller groups with similar buying habits. When you send targeted marketing emails directly to these groups, customers are more likely to engage with your content. Avoiding this more direct approach is a common email marketing mistake.

Think of the process almost like individual email marketing. Customers want to feel important and that they’re not just another subscriber on your list. Including personalized greetings in every email is a good place to start.

5. Excluding clear calls to action

Your emails should have a purpose. Whether you want your customers to buy a product or follow you on Instagram, there needs to be a call to action (CTA). It is important to be clear about what you are looking for from customers; if not, you’re just cluttering up their inbox.

“Decide what you want the recipient to do, grab their attention, in the form of a large bold button or [something] similar, and allow the action to be performed with as few clicks as possible,” said Sean Luechtefeld. ANCOR Communications Director. However, it cautions against overdoing CTAs. You don’t want to overwhelm or confuse your email recipients.

“If you ask your subscribers to buy more products, join another mailing list, post a photo on Instagram, support a cause, and seven other things, you’re likely to split your audience into different conversion funnels,” he said. Luechtefeld. . “The result? You have 100 people doing 10 different actions, instead of having 100 people doing one action.”

6. Ignoring the considerations on the GDPR

When the European Union’s General Data Protection Regulation (GDPR) came into effect at the end of May 2018, the world of email marketing changed. To comply with the GDPR, businesses must prove that customers have consented to receive emails from them. These regulations don’t apply directly to emails sent to people in the United States, but adding an opt-in feature to your email list is a good idea, no matter where the recipients reside.

“Perhaps more specifically, even when it is not illegal under US law, most people and all incoming mail providers consider such mail to be spam, which means it will be subject to the ‘filter law. antispam ‘, which will penalize every email you send, not just marketing emails, ”said Anne P. Mitchell, Internet solicitor and politician and executive director of the Internet Institute for Social Public Policy. By avoiding common mistakes and following legal guidelines, you put your business in a position to reap the benefits of email marketing.

7. Neglect of analysis

To generate consistently compelling email marketing campaigns, you need to use analytics. Check the click-through rates of your campaigns. Monitor the open rate of your email campaigns. Keep an eye on how many new subscribers you are earning and how many people are unsubscribing. Try to find out what your emails with the highest click-through and open rates have in common so you can use that information when building future campaigns. Find out the most important email marketing metrics to monitor.

Without analytics tracking, it’s extremely difficult to develop and improve your email marketing strategy. Some email marketing services integrate with Google Analytics, which helps you track which readers are moving from your email campaigns to your website. When evaluating an email marketing tool, you can emphasize finding a platform with a wide range of analytics tools. If your marketing campaigns rely heavily on email marketing, it helps to use a detailed email marketing tool.

Running email campaigns without tracking analytics is a mistake that can harm your business. If you spend time and money on email marketing, be sure to use analytics to verify that your efforts are leading to something.

8. Write bad subject lines

Getting an email recipient to open your email is the first step to successful email campaigns. According to Mailchimp, the average email open rate across all sectors analyzed was 21.33%.

Try to follow subject line best practices. These vary slightly from company to company, but it’s a good idea to keep the subject lines short. AWeber found that email subject lines tend to be less than 60 characters and the average subject line is just over 40 characters. Marketo found that 41 characters in seven words might be the best approach.

For optimal engagement, write short subject lines that are clear and engaging. Better yet, write catchy email subject lines. It’s easier said than done, but following the general rule of keeping subject lines less than 60 characters can help you stand out in someone’s inbox.

Depending on the audience, some businesses may find that using emojis or colored language in the subject line increases open rates. Other companies may be more successful with stoic and professional writing. The tone of the subject line largely depends on the recipients of your email.

9. Include too many images

Yes, images can make a marketing email sharper and cleaner. However, some recipients may block email images. As such, when you use too many photos, you are basically sending a blank email. Sure, you can add alt text to make it appear where there are no images, but it won’t work as paragraphs and sentences. To avoid this email marketing mistake, use a few images in your emails at most and evenly spacer them.

10. Sending emails at the wrong time

HubSpot data suggests that emails sent at 11:00 m. it had the highest open rates. This does not mean that 11:00 m. It might be the best time to send an email for your business and your audience, but it’s worth experimenting with different send times to see what works best for your audience. Campaign Monitor data suggests Wednesdays and Fridays are the best days to send emails. It’s a good idea to send emails for a period of time that makes sense to your primary audience. For example, Morning Brew sends a daily email around 5 or 6 in the morning. m. detailing the latest happenings in the business world. This newsletter comes early in the morning because your audience typically reads the newsletter before work. Sending in advance also ensures that the newsletter does not lag behind the latest news every day. If the newsletter is sent out at noon and 11.30am, important business news is displayed. m., it wouldn’t give the team much time to put together a smart and well thought out product. Even if your business doesn’t send urgent information via email, it’s a good idea to determine when your audience likes to see your emails. Avoid sending emails at odd times, as they could get lost in a cluttered inbox. Timing is an important aspect of email campaigns.

11. Forgetting to personalize email campaigns

The best emails attract audiences. To best engage your audience, it’s important to create personalized messages, which can mean anything from launching targeted email campaigns to including the recipient’s name in the subject line.

If you’re a small business with a small email list, you can take personalization to a deeper level than larger companies. Because people receive dozens of promotional emails every day, personalizing your message more specifically for individual groups or people who subscribe to your campaigns can lead to great results. [Read related article: How to Create an Email Marketing Contact List]

By sending segmented messages with personalized written content, you have a better chance of getting someone to interact with your email. This gives you a better chance of converting them into a paying customer. Standing out in a crowded inbox requires personalization.

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