It’s very common for someone new to email marketing to make mistakes. It may look like individuals within in the market have succeeded effortlessly. But the reality is otherwise.
Statistics show that email marketing has very high ROI when compared to other marketing channels. So much so that for every $1 spent on email marketing an average of $44 was earned back. However not every email marketing campaign can be effective enough to deliver this ROI. And this may be due in part to the common email marketing mistakes that we will cover in this post.
The key to mastering email marketing is learning from your mistakes. If you are an email marketing newbie, chances are you have made these mistakes. But that shouldn’t keep you from harnessing the power of email marketing.
According to a study, email continues to be popular among people of all ages, especially millennials. You can leverage this trend to grow your business, but for that you need to avoid the common email marketing mistakes, which include the following:
Mistake #1: Not Linking to Your Website
The major goal of email marketing is to convince people to click through to your website. However, if you fail to provide a link back to your website, it is likely you will not achieve this major goal. In your email, try placing at least two links that contain a call to action within your email. By doing so, your email marketing’s click-through rate will be higher, according to this study.
Mistake #2: Not Committing Enough Time to Write the Emails
I made this mistake not once, but several times when beginning email marketing. Instead of writing an email quickly, save yourself from this mistake by committing enough time to write. You will notice an improvement in your email marketing results.
Because you can write high quality emails when you dedicate more time to it. It helps you to avoid grammatical and spelling mistakes that can be made in haste. You emails will look professional and well written when you give it more time. Also, keep your message brief and on-point.
If possible, segment and personalize your emails. According to a study by Direct Marketing Association, personalized and segmented emails produced 58 percent of the total revenue for the respondents surveyed under the study.
Always keep the emails short, conversational, and engaging. Write multiple versions of the same email and pick the best one. You can even hire professional writers to write the emails for you. This is a great approach if you are not good at writing or have time constraints.
Mistake #3: Using Flawed Subject Lines
This one is tricky because you may not realize you are making this mistake until you have sent the campaign and see that your subscribers have not opened your emails. To get better results, your aim is to create compelling subject lines.
For example, your subject line is flawed if it:
- Is written in ALL CAPS
- Is too long
- Is misleading or looking spammy
- Includes grammatical or spelling mistakes
On the other hand, your subject line is compelling if it is:
- Short and does not include grammatical or spelling errors
- Not written in ALL CAPS
- Indicating urgency
- Relevant to the content of the email
- Not spammy
While it may not be in the forefront of your mind, the subject line is among the most crucial aspects of email marketing. Remember, 33 percent of people open emails just because of good subject lines. The subject line must grab the attention of the subscribers and compel them to click on the email.
There are a lot of things you can do to improve your subject lines. Keep your target audience in mind when writing email subject lines. Also, know your goal. Try to keep the subject line short, sweet, personalized, and localized. You can also create urgency, offer time-sensitive discounts or use curiosity within the subject lines. For example, one method is to use a question in the subject line. This can help to create curiosity and increase your email open rate.
Mistake #4: Sending Emails at the Wrong Time
Email marketing is time-sensitive. If your email campaign’s open rate is low, then you may be sending the emails at the wrong time. For example, statistics for email marketing show that emails sent at 10am are more likely to be opened than emails sent at other times of the day.
You can conduct an experiment by sending emails at different times of the day and different days of the week and then check metrics for the time and day that saw better open rates. By doing so, you will be able to see what days and times yield the best results.
Keep in mind that the cycle may change over time. The key here is to keep an eye on your analytics and track the changes. Pick the best days and times and schedule your email campaigns accordingly.
Mistake #5: Using “no-reply” Email Address or From Name
When you use generic email addresses or “from” names like “no-reply,” you run the risk of not only confusing your subscribers, but also decreasing your email’s overall deliverability rate.
First, it tells your subscribers that you don’t want them to reply. And when the replies go unanswered or even bounce, it can confuse and even irritate your subscribers. This may prompt them to unsubscribe. Second, many ISPs, network spam filters, and email security settings automatically send non-reply emails to the junk folder.
The solution here is simple: avoid using “no-reply” or similar email addresses. Instead, use email addresses and “from” names that show you are a human and willing to interact.
So, there you have it. A list of the top email marketing mistakes to avoid.
Now, it’s time to reap the benefits of your newly acquired knowledge. Start making tweaks to your email marketing campaign now and be sure to avoid these mistakes in future.