It is a common misconception that email marketing is no longer effective. That is not the case at all. No matter what kind of business or industry you’re in, email campaigns should be a part of your marketing strategy.
Many companies still use email marketing to communicate with their customers. It is an effective technique, but the conversions are difficult to attain if you don’t have a clear strategy in place. For that reason, here are four common email marketing mistakes to avoid.
Choosing The Wrong Email Type
If you want your email to successfully convert a customer, you need to make sure it is the right type.
The type of email you use depends largely on your goal and the type of automation you select. If you choose the most efficient kind of automation, then that can make the difference between converting and losing a customer. The two broad types of automation are single email automation and an automated series with an average of three emails based on a specified trigger.
Although single email blasts are best for confirming newsletter subscriptions, they are ineffective at getting customers to participate in more meaningful ways. Conversions take time, effort, and perseverance.
Sending An Email At An Inconvenient Time
Timing is an important part of email marketing that is frequently overlooked. Because users receive so many emails per day, you must test and determine the optimum time for your audience to receive a message. If you send your emails during inconvenient times, it may get lost in a crowded inbox.
Check when a campaign is set to go live and double-check if any specials or offers stated in the email are still active, as well as any discount coupons. Another factor to consider is your audience's time zone. So, make sure you can send the email during the time when they are most likely to be on their computer.
Not Mentioning A Call-To-Action
Even if your email has compelling copy, you still need to be clear about what you want your audience to do. Is it to purchase? Or do you want them to look at a variety of products? Or to find out more? You shouldn’t expect your audience to know what step to take without explicitly stating it. In fact, nearly 90% of ads without a clear CTA (call-to-action) do not end up converting.
A CTA is a button, text, or link that directs your audience to take a certain action. A call to action will capture customers' attention with its colourful design, thoughtful placement, and persuasive language, urging them to click and engage with your message.
So, before you start composing your email, be sure you know what you are trying to accomplish. This could be increasing the number of views on your blog post or persuading your audience to buy a specific item. The structure and design of your email can then be focused on leading your reader to the ultimate action. Also, keep in mind that the CTA should be consistent throughout the email.
Not Segmenting And Personalizing Your Subscriber List And Emails
You are wasting a lot of money if you're not segmenting your contacts based on their unique preferences. The objective of email marketing is to maintain close contact with your customers.
Customers don’t want a deluge of emails about things they don’t care about. They only want emails about products they’re interested in. You should also segment your email list into regular customers, infrequent customers, brand loyalists, and prospects.
Sending them personalized emails will also boost your organic engagement rates establishing a closer relationship with them. Personalization and segmentation are critical in determining whether your email marketing is a success or not.
The Bottom Line
Email marketing is still very effective; however, it is easy to do incorrectly. This is why the aforementioned subjects are the email marketing mistakes to avoid in your business. But keep in mind that making an email list takes time. Even if you avoid all email marketing mistakes, you won't see results right away. But, if you are patient and keep developing your email marketing plan, you will get the results you want.