Email marketing is one of the most effective methods business owners utilize to engage their customers without having to spend much on their marketing. Businesses are in a position to send their customers information regarding their products and services with ease and within the shortest period of time. Despite the various options available for engaging customers, organizations still fail to develop an effective email marketing campaign as most of their emails end up in the spam. Given this aspect, it is not always a guarantee that email campaigns will be successful due to the many mistakes marketers make during their campaigns. Here are ten (10) email marketing mistakes marketers should avoid during the email campaigns:
- Failure to Optimize for Mobile
One of the mistakes marketers make when sending out emails to prospective and customers is failing to optimize their messages for mobile gadgets. Mobile devices have become common tools for accessing emails, and when such messages are not optimized for mobile gadgets, then it becomes a problem for the business. To avoid this problem, marketers need to ensure that the message and images included in the emails can scale appropriately. The text should display in a readable font and size, making it easier for the client to read the message presented by the email.
- Segment Emails
Not every client is the same, so it doesn’t make sense to send all customers the same email. For instance, by grouping them depending on their history of purchase, browsing history, or demographic information, you will be in a position to create and send relevant content. Moreover, segmenting your list will lead to higher open and conversion rates which in turn translates to more sales. To learn more about email segmentation, read Sharpspring.com/infusionsoft-pricing-and-reivews/.
- Failure to Feature Responsive Design
Having content that has been greatly written is advantageous, but people usually hang onto the visuals of a presentation more. That is why you should focus on design when it comes to email marketing campaigns. A design that is clear and visually appealing can make it easier for customers to click a call to action button. Moreover, as mentioned earlier, people use the tablets and smartphone more to open emails, so it’s imperative to create a responsive design, implying that your email should be attractive even on a smaller screen.
- Being Overly Promotional
Another common mistake most email marketers make is being overly promotional. Of course, you are looking to sell your products but you should be careful not to over-promote it. Customers love to feel connected with a particular product or service, but when you over promote it, they will feel like you are making everything about yourself. Your pitch should address the needs of your customers. In other words, your message should sound more about what is required by customers and not what the business wants from them.
- Giving too Many Choices
A single call to action (CTA) that is well-written and focused is much better than numerous CTAs that have been shoddily written and ill-placed. Multiple links and offers will most likely dilute the message and confuse subscribers. To easily drive conversions, it is advisable to send an email with only one call to action.
- Failure to Track Campaign Results
To track the results of your campaign, you need to have an idea of what works and what does not function. For instance, if a client has signed up to try out your product for a period of thirty days, then that is amazing news. Nevertheless, what is not great news is when they have not yet bought a premium package after the trial period is over. In some cases, you need to send your clients a follow-up email so you can remind them to buy your product. That is easy, but it will not be possible without tracking the results of your campaign.
Bombarding your customers with emails will not increase any sales for your business. If anything, sending multiple emails frequently to your subscribers is a huge mistake most marketers make as this turns buyers off and increases the rates of unsubscribing. What’s more, sending a lot of emails too often triggers spam blockers, destroying the chances of engaging with your customers via email. In such a case, a monthly, bi-monthly, or weekly schedule functions perfectly as long as you send relevant content and offers.
- Too Much Text
Today, many people scan text instead of reading it. If you send an email that is too long, most people will not bother reading it, meaning they aren’t going to click on the call-to-action button. When sending out emails, make the message concise and optimize the text for scanning. Additionally, including an image in the text will make your message appealing.
- Ignoring Lead Generation
For you to create an email list, people will need to sign up. Your appealing content is a crucial part of the email success equation, followed by user experience and then lead generation. When these three are combined, your email list will grow exponentially.
You may provide the most appealing content or intriguing user experience, but if your sign-up forms are unnoticeable, then your email marketing efforts will not bear any fruits. It’s important that people can see the sign-up forms so you can enable lead generation.
- Required Login to Unsubscribe
When it comes to email marketing, it’s imperative to remember that you cannot win the heart of everyone. For that reason, when users unsubscribe from your emails, you need to remove them from the list immediately so they don’t continue receiving emails against their will. This will prevent them from reporting you as spam, something which could affect your business’s reputation in a negative way.
Email marketing remains to be a relevant marketing approach. Even so, it’s important to learn how to use this technique effectively to avoid the common mistakes listed above. With the pointers given in this guide, you’ll be in a position to make the most out of your email campaigns to grow your audience and increase your sales.