Digital Marketing Insights

While email marketing has become more accessible and simple for the average business person, it still isn’t fool-proof. No matter the technical know-how, email marketing has its fair share of room for costly mistakes. To prevent your business from losing customers due to simple errors, ensure you don’t make these five common mistakes.

1. Forgetting a Call-to-Action

An email marketing campaign hinges on a call-to-action. The call-to-action is the response you want your customers to take once they finish reading your email. It could be looking at a sale, buying a newly launched product, or writing a review, whatever it is there needs to be a purpose to your contact.

Get a test group to read through any piece you’re about to send. Have them tell you what they believe the email call-to-action is and how they can respond to it. If the answers are muddled or the call-to-action is vague, then you need to clarify your message.

2. Cramming Information

Email marketing is a teaser. The headline should lure customers into opening the email and the content should intrigue them into answering your call-to-action. Think of your email like a movie trailer or the back cover of a book. It’s meant to entice readers to take further action.

Email marketing is not the whole sale in one place. Most users access their emails on tablets and smartphones nowadays. All they need is a quick summary of the information you’re providing to decide whether they’re interested in pursuing it further. Analyze your emails for brevity and message clarity. Include only required information to get customers interested in exploring the email call-to-action further.

3. Not Creating Custom Email Lists

While the subscribers to your email list are similar in their appreciation for your business or services, they aren’t identical. Custom email lists allow businesses to target specific customers to build positive relationships and target them for great deals.

If you aren’t sending out promotional emails based on custom lists, you’re losing a huge chunk of business. Not only do custom email lists allow you to monitor which headlines, content, or discounts translate to the most opens and click-throughs, but it also allows you to target customers with a personalized message. Create lists based on customer purchase history, location, and activity on your site.

4. Ignoring the Numbers

Email marketing isn’t a stagnant form of communication, it’s interactive. Your content can drive users to your site to answer your message or push them away. Measuring the click-through rate and tweaking headlines for maximum user response is not optional, it’s required for a successful campaign.

Business is all about the numbers and if you aren’t monitoring your rates on message opens, clicks, bounces, and unsubscribe rates, you can’t possibly know whether your message is translating into sales or not. Don’t dismiss those helpful graphs and tables associated with email marketing campaigns as unneeded fluff. They are very real interpretations of whether your email delivery model is successfully driving sales and customer interest.

5. Forgetting to do a Test Run

A dead simple mistake that every email marketer messes up at least once is sending an email to 5,000 subscribers only to find out the links don’t work. Or the pictures are fuzzy. Or the email is entirely blank.

Crafting the perfect email marketing campaign is a time consuming process. Take those few extra minutes to send a test email to yourself, as well as a few co-workers. Check each link and scan for any typos. It’s a simple step that’s too often forgotten in the rush to press “Send”.

Email marketing can be extremely effective, but only if it’s done right. Avoid making these common mistakes when it comes to crafting your emails and you’ll be sure to see greater success in your email campaigns!

Are there any other simple mistakes you’ve made with email marketing? Help your fellow readers out and let them know what else they should be watching out for.

admin
Mouneeb is an experienced digital marketing strategist with a passion for helping clients achieve their goals online. With over 15 years of experience in designing, developing, and managing a team that develops top-notch web projects, he brings a wealth of information to the teams that he leads and the leaders that he follows.
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