Email is a huge part of everyone’s life. There are few people who go through a day without checking it. This is why email marketing is still the best, most personal, method to engage your audience online. But there are many ways to sabotage your efforts if you’re not careful. Here are the most common email marketing mistakes to avoid.
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Email Marketing without a Plan
Before you purchase an autoresponder and start building your list, you need a goal for your campaign and a step-by-step plan to reach it. Your goal determines how you’ll go about building your list, engaging subscribers with valuable content, and converting them to buyers. Clarify this first and the details will follow.
Forgetting First Impressions
A huge mistake some marketers make is that they forget the welcome message. The welcome message is crucially important. Your customer has just subscribed. You need to send an introductory message that sets expectations, says thank you, and reiterates the benefits of reading your messages. This is how you make the right first impression.
Too Much Sales Language
Although you want to sell through your email marketing, you shouldn’t send too many promotional messages. People joined your list because they want to receive helpful tips and advice from you. They’re looking for solutions to their problems. If you just sell, sell, sell, they’ll start to tune you out.
Instead, offer primarily helpful information with some exclusive, high-value promotions mixed in.
Forgetting the Subject Line
A mistake many make is not focusing enough on the subject line. The subject line is what gets people to open your email. Our inboxes are flooded with ads and messages, so your subject line needs to stand out and motivate subscribers to click.
Spend some time creating subject lines that are short and snappy, and emphasize the benefits of opening your messages. See which ones get opened and which ones get skipped so you can refine them.
Using Too Many Images
It’s good to use images in messages to make them visually appealing, but too many graphics will slow loading times. Not all your subscribers are using a device that will load them quickly. Use images sparingly. Think of them as spices to add flavor, but not the main dish.
Missing Calls to Action
Your email marketing gives you the undivided attention of a target market primed to take action. If you’re sending emails without a call to action, you’re missing out on a great opportunity. Make sure every email includes a CTA where you drive your subscribers to check out other content you have, tell a friend, or buy.
Not A/B Testing
Once you get your email marketing off the ground, you’ll need to test it. Use A/B testing to find out what works best for each element of your messages. This will help you refine, with actual feedback from your market, so that your efforts will be even more effective.
Don’t Worry: Everyone Makes Mistakes
Even if you’re not planning to sabotage your email marketing, everyone makes mistakes. Through mistakes, we learn what to do right. But now that you know the most common missteps, you can get off to an even better start.
Email marketing is one of the most effective and efficient ways to connect with your customers and clients. But, like anything else, it can be tricky to get started. That’s where this cheat sheet comes in! Next, you’ll find tips on creating a successful email marketing campaign, as well as advice on how to make the most of your efforts. So what are you waiting for? Start reading!
The Ultimate Cheat sheet for enduring Email Marketing Campaign
No matter how many new methods for engaging your audience to emerge, nothing can beat email marketing. It endures as the most direct, personal, and effective method for reaching your customers. Data and metrics back this up.
If you’re new to the idea and want to get started, here’s your email marketing cheat sheet.
Email Marketing Starts with a Clear Goal
Every campaign starts with a goal. Ask yourself what you hope to achieve through investing in email marketing. It can be something as simple as “increase sales”, “build relationships with customers”, or “grow my subscriber list”.
You just need something to get you started and work towards. It’s important to have a goal, because this will help you make every other decision in your strategy.
The Benefits of Email Marketing
There are several reasons why email marketing continues to be the leader in audience engagement:
- It provides a captive audience for your message.
- Email is still more personal than social media, videos, blogs, or any other marketing channel.
- Email autoresponder programs automate the process so you can get great results with little effort.
- These programs also give you robust feedback about your target market.
- Email marketing gives you a valuable touchpoint with your audience, facilitating two-way communication that builds relationships.
What Should You Write?
The best email content is non-promotional. It should contain tips that help subscribers tackle problems they’re facing. Audit your knowledge about the subject matter and find things that would help. You can also look at your ideal customer profile and see what issues, questions, and problems they have.
The helpful content, includes soft promotions, such as advertisements for new products or services, reminders about your loyalty programs, and special offers. Give them exclusive deals that are only available for list subscribers to reward them for staying with you.
Emails should be short and concisely written. Chop up text into small paragraphs or single sentences so it’s easy to read.
Growing Your List
People won’t give you their name and email address for no reason. You need to motivate them. The best way to grow your list is to offer a free information product in exchange for their contact information. Think about your target market and create something that will provide excellent value and give them a quick win. Then, blast this product out wherever your audience is found.
Whatever you do, don’t buy a list! The best-case scenario? You’ll acquire a list of random people who have no interest in your products. Worst case, you could get into legal trouble for spamming.
Test, Test, and Test Again
The key to email marketing success is to test every element repeatedly until you find out what works. The subject line is the most important element, as it determines whether subscribers even read your message. But content, layout, call to action, timing, “from” line, and images all need to be tested too.
How to Get Started
Start by investing in an autoresponder program. This software program allows you to send broadcast messages and manage your list. Next, choose a goal and start creating your email marketing strategy. The sooner you can get started, the better. Then, you’ll be on the road to improving your campaign through trial and error.
If you’re looking to run a successful email marketing campaign, following these steps is a great way to get started. By segmenting your list, personalizing your emails, and staying consistent with your branding, you’ll be able to create a campaign that resonates with your subscribers and gets them excited about hearing from you. So what are you waiting for? Get started today and see the results for yourself!
Want to learn more about how you can achieve your business goals through email marketing? One of the important options is finding a suitable platform, known from our blog ‘Email Marketing Platform‘
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