Some say that email marketing is on the decline. However, the truth is the email marketing is evolving. People who fail to appreciate this change are unable to capitalize on this otherwise highly effective marketing channel. To get the most out of your email campaigns, here are 4 common email marketing mistakes you should avoid.
1. Forgetting a Call-to-Action
The main purpose of email marketing is conversion. You want the subscribers – your leads – to convert into your customers. Remember, the purpose of a business email isn’t a casual conversation that wastes a reader’s time, but instead, it should add value for them. As your potential customers, you want to aid them in moving forward through every stage of their buyer’s journey. The best way to do so is through implementing a Call-to-Action (CTA) within your email which tells the reader about the next step. CTAs can consist of anything you have in offers such as event invitation, a discount sale or a call for sign-ups.
However, don’t go overboard and overwhelm the user with too many CTAs spammed within your email. Remember, it will only end up hurting your email conversion rates.
2. Not Automating Emails
If a site visitor took the time to subscribe to your emailing list, it means they are actively interested in what you are offering and wants to know more. Don’t wait till the next emailing campaign to tell them of your best deals. Automate an email to be sent immediately after a visitor subscribes. Data shows that these have the highest conversion rates and on average, generate 320% more revenue for businesses compared to any other email type. With this in mind, it’s unwise to waste such a golden opportunity by not doing so.
3. Sending Too Many Emails
In the past month, you may have sent tons of emails to your subscriber base but you may have also noticed that your conversion rates are actually falling. Meanwhile, your competitor performs an email campaign just once and benefits more in terms of a greater conversion rate and revenue.
With so many players in the email marketing field, you do more with less by focusing on quality rather than quantity. Remember, emails with the best conversion rates are ones that add value. The average office person receives 121 emails a day and the last thing you want to do is add to this daily spam to further their suffering. Sending too many emails, in fact, is the surest way to get people to unsubscribe to your emailing list.
4. Not Tailoring Your Email Content
A smart marketer knows that sending the same generic email to every person in your emailing list is a terrible strategy. By tailoring your content according to country, gender, age, or interests, you can massively increase your conversion rates and customer retention. By tailoring email content, you are providing value to the reader and they are likely to respond in kind to your effort. This will also help in significantly reducing unsubscribing rates.
Email marketing is still relevant. It provides one of the highest ROI of any marketing stream. By avoiding these common email marketing mistakes, you can move your email strategy to the next level.
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