Email marketing is one of the most effective marketing strategies that you can use as a business owner. When you have a list of existing customers and you can easily access their inbox with a touch of a button, you can easily drive traffic and encourage repeat sales. Of course, if your emails don’t quite hit the mark, you could be wasting your time. It can be easy to make mistakes and fall into traps when creating email content and subject lines.
To help you with this, we are going to cover some of the common mistakes that marketers make when sending out email campaigns. Read on to know what to avoid in the future.
Sending Out Plain Text Emails
If you are going to the effort of creating an email marketing campaign, you need to make sure that it makes an impact. For this reason, you should avoid sending out plain text emails as these can be easily lost in a busy inbox. Your emails should be well-designed and use templates for a cohesive design.
If you are opting for a newsletter, then you must consider an HTML newsletter design. This way, you’ll make that initial impact and show that you are running a professional company. Don’t forget to add some images and use a font that is easy to read. Otherwise, you could miss out on those all-important conversions.
Forgetting To Segment Lists
Over the years, your mailing list can grow and start to include a range of different kinds of customers. This is especially true if you are running a larger business that offers a number of different kinds of products. For this reason, you could find that some of your email marketing campaigns won’t be as effective with some customers as they are with others. Some marketers make the mistake of forgetting to segment their lists and this can lead to customers deleting emails or ignoring future campaigns. With proper segmentation, you can get relevant emails to the right people.
Neglecting To Analyse Past Campaigns
Usually, when you use an email marketing service to send out a campaign or a newsletter, you will have some options to analyse the results. If you ignore these results and just go ahead with your next campaign then you could find yourself making this common mistake. The results that you get from each campaign are extremely valuable and you should be combing over them with a fine-tooth comb.
Some results that you can check out include the open rate and any unsubscribe requests. Use this information to determine your next steps and make any future campaigns even better.
Avoiding a Schedule
It can be tempting to just send out a marketing email when you get a chance but this can be a mistake. You need to have a schedule in mind and know a bit more about when your customers are around. If you are sending emails at busy periods or during the night, you could find that they get lost in an inbox or are deleted by your customers.
You also won’t want to send out too many emails in the same week as this can be annoying and can result in customers asking to be removed from the mailing list. Try to keep emails to a minimum and avoid the mistake of overloading customers with marketing emails.
Forgetting To Optimise
Finally, many marketers make the mistake of forgetting to optimise their emails for mobile devices. The truth is that many people use their mobile phones or tablets to check their emails and if your email doesn’t show up properly on these, it could be deleted. Yes, some people still use their desktop but you won’t always be able to target them at the right times this way.
Some email services will allow you to view your email in a number of different ways to understand how it will show up on a mobile device. Learn from the mistakes of others and try to optimise everything as best as you can. This will help you to encourage customers to click through your links.
Avoid These Mistakes
As you can see, it can be easy to make some mistakes when you are working on an email marketing campaign. What you need to remember is that email marketing campaigns cost money and they will take time out of your day. For this reason, you need to make every email count if you want to see a good return from this marketing strategy.
Take on board our tips and try to avoid the mistakes that others have made. If you can do this, you can start to see your traffic and your sales increase over time.