Small and medium businesses are taking to Email Marketing as the most effective way to reach more customers than ever before. Once you have a solid email marketing strategy in play, you can convert new customers and stay connected to existing ones.
While email marketing can be very cost-effective and productive, it requires cautious handling to make it so. Here’s a list detailing common email marketing mistakes and, most importantly, how to avoid them:
1. Sending Marketing Emails to an Unverified Email List
With an unverified email list comprising of spam or fake emails, you are risking some regrettable consequences.
Email addresses on your list may turn inactive with time. Sending newsletters to such addresses (and other invalid addresses) leads to a high hard-bounce ratio, which affects your campaign. Besides, top ISPs will blacklist your IP address.
Avoiding these is as simple as cleaning your email list regularly. There are many email verification tools out there that can help validate your email list.
2. Sending Marketing Emails at the Wrong Time
Your open rates could plummet if you send out emails at the wrong time. If you schedule it, however, it could have a considerable impact on the success of your campaign.
To answer the question you already have in mind, there are two ways to go about sending marketing emails at the right time.
For desktop users, stick with the standard midweek, midday schedule. This is both practical and sensible since they’re opening emails at work.
Mobile users, in contrary, tend to be active throughout the day and even late into the night.
3. Neglecting an Email Marketing Service
By neglecting an email marketing service, did you know more than half of all recipients will likely never receive your email?
Professional email marketing services play a vital role in decreasing the likelihood of poor campaign results. In other words, the right service can have a marked effect on the success of your marketing campaigns.
What to look for in the ‘right’ service is the availability of a user-friendly interface to create highly-engaging email newsletters.
4. Not Meeting Your Reader’s Expectations
By doing this, your email list will suffer a lot of unsubscriptions. It’s a no-brainier! Meeting their expectations is not just advisable; it’s a must.
Your subscribers expect newsletters weekly, but you end up emailing them daily. They expect your newsletters frequently, but you email them very rarely. You go off-topic too far or too often.
If you can relate to any of these, then you are not meeting your reader’s expectations. Strive to meet their expectations, or they are bound to unsubscribe.
5.Sending Marketing Emails Inconsistently
Some email marketers send newsletters with no consistency whatsoever.
Since subscribers don’t know when to expect their content, this is a surefire way to confuse and lose them. Recipients get frustrated with unpredictable emails, and eventually, their business becomes easily forgettable.
This defeats the goal of email marketing, which is to keep your brand relevant through periodic, spam-free emailing.
Inconsistency is next to incompetence and to avoid it, set a strict schedule to follow or create email drip campaigns to ensure you keep in touch for a set time-frame.
6.Underestimating the Subject and Sender
The sender and subject are two elements that determine the success of an email campaign but are often overlooked. They are instrumental in the decision of recipients whether to open your newsletter or not.
The trick is to make them recognise you and then convoy that the newsletter will be a tremendous read.
7.Not Optimising for Mobile Users
Stats have it that about 70% of your recipients will read your marketing email on their mobile device. So, refusing to optimise your emails for mobile users is a costly mistake to make.
The key is to ensure your emails are suited for smartphone and tablet screens. Formatting should be neat and straightforward. Both images and text must be easy to digest on a small screen.
Since you have limited space, keeping your content to a single column and using no wider images is highly recommended. You certainly don’t want recipients to do more work than is necessary.
8.Making Recipients Jump Through Hoops
Many marketers are guilty of this: making the subscription process tedious. It may be someone subscribing to an email newsletter or signing up for product or service updates. Making users fill out endless online forms or clicking through multiple pages is unnecessary. And they don’t have to provide useless information either.
The more complicated the subscription process, the more likely they won’t subscribe. By the way, all you need is their email address and permission.
9. Providing Poor Content
Ads can be annoying; everyone knows. Still, why do marketers bombard their emails with ads yet provide their recipients with poor content? That’s not how it works.
Your audience is only hungry for what they are looking for, so feed them with those valuable content. This way, readers will accept your email ads as they do advertising and promotion in a magazine.
Dive into exciting and topical content to hold the recipient’s attention long enough to market your business successfully.
10. Your Emails Are Full of Errors
We see this everywhere. From scam emails to corporate newsletters, word misspellings, poor grammar, and dead links are some of the common errors around.
Regardless of how slight, these errors and avoidable mistakes signal unprofessionalism and should be avoided at all cost. The more natural way is to proofread and edit your marketing emails before mailing them out.
As you already know, identifying a problem is the first and hardest step to solving it. So, don’t fret about these common mistakes. Bonus is, they are reasonably easy to correct.
The next step is to make some productive adjustments by applying the suggested solutions to your email marketing strategy. You will surely reap the benefits of taking the time to set your email marketing on the right path.
Here’s a famous quote by Benjamin Murray:
Do you have ever made this mistake? If you have, kindly leave a comment below detailing your personal experience about a typical email marketing mistake. We would like to hear that.