Despite skeptics’ predictions regarding the death of email marketing, it has stood the test of time and has remained one of the most crucial online marketing platforms for marketers.
Email marketing has the power to help you reach a wide audience and make an impact. However, when not done right, email marketing can actually destroy your reputation. Before you proceed to send the emails, here are some mistakes that you need to avoid:
Sending Unsolicited Emails
This one is a perfect recipe for disaster even before the campaign has started. If you send emails without permission, the only place your email can expect to be is the spam folder. Make sure you get subscription before sending any emails. A good way to receive it is to have a landing page that directly brings the user to the subscription’s page. Also, when you have sent the email, provide an opt-out option so that the recipient can stop receiving your email if they want to.
Sending Emails with an Unclear Call to Action (CTA)
Whether it is convincing the recipient to read your informative blog or buy your new product, the whole purpose of your email marketing campaign is to drive the recipient to take some kind of action. If the CTA is not clearly visible or the promotion code is too difficult to use, you have lost the customer. Make sure that you incorporate a CTA that’s impossible to miss and one that responds quickly.
Not Segmenting the Email List
When it comes to email marketing, ‘one-size-fits-all’ is not the approach to go for. Your email should be sent as a unique, personal message. Divide the email list according to whatever data you have at your disposal. Whether it is buying behaviors or product interests, make sure you tailor your message to connect with the reader.
Not Conducting A/B Testing
This is not as technical as it may sound. Simply put, A/B testing allows you to check the effectiveness of your email marketing campaign by allowing you to tweak certain aspects of the email. For example, you can create two subject lines and send one of them to some subscribers and the other subject line to remaining subscribers. By considering the conversion rates after this, you will have a clear idea about the impact each subject line created. Email marketing platforms, such as MailChimp, allow simple and easy A/B testing to improve the performance of your email marketing.
Sending Without Optimizing With Mobiles
Email viewing through mobile phones has increased by leaps and bounds in recent years. An email marketing effort that does not respond well to mobile devices will not, in any way, be a winning strategy. Make sure your email is easily viewable on smaller screens. Also, the page where your CTA will link to should be optimized accordingly.
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