Despite the growing popularity of instant messaging, texting and social media messaging, email still remains as one of the most effective ways of communication. Many businesses rely on email as a cheap and reliable tool for building relationships with customers and promoting their products and services. However, to achieve success, this tool needs to be used in the proper way. Here are some of the common email marketing mistakes that should be avoided.
1. Having irrelevant or boring subject lines
Having bland subject lines will lower the chances of your email being opened. Therefore, you need to ensure that your subject line is catchy and engaging. For instance, a newsletter with the subject line âWhat it takes to succeed â Richard Bransonâ is more likely to be opened than one which simply says âBusiness success tipsâ. Besides the subject line, you need to also pay attention to the âfromâ line. In many cases, people will not open an email if they donât know who the sender is. It would therefore be advisable to use an official email address which incorporates your companyâs domain. Using a Yahoo or Gmail address will only leave recipients with a negative impression of your company.
2. Sending irrelevant content
Before sending out your emails, make sure they are relevant to your target audience. For instance, if people signed up to receive information related to social media marketing, donât send them emails about real estate. If your emails are not relevant, the recipients are likely to delete them without even reading the content. Worse still, they are likely to unsubscribe from your list.
3. Sending unsolicited emails
In the pursuit of quick success, many businesses simply buy lists and start sending out emails without the permission of recipients. This is a big mistake. Many people donât appreciate receiving email newsletters which they did not subscribe for. By taking such a shortcut, your emails are likely to be marked as spam. A better strategy would be to build your list slowly by having a sign-up sheet on your blog or site.
4. Failing to track
Every time you send out emails, you need to keep track of the numbers. How many emails were opened? What was the bounce rate? With this information, you will be able to establish if your efforts have been successful. These figures will also give you an idea of how you can improve your email marketing. For instance, you will know what subject lines generate the best response and what is the most appropriate time or day to send emails.
5. Not allowing interaction
Interaction is very important when it comes to email marketing. To encourage interaction, make sure your content is as interesting and provocative as possible. Ask questions to prompt your subscribers to share their thoughts. You could also run a poll or contest. To promote even more interaction, you could share links to your newsletters on your social media profiles.
6. Not having clear goals
Many people embark on email marketing campaigns without considering why they are doing it in the first place. Before getting started, you need to have clear goals in mind. The aim of starting an email newsletter could be to educate your customers, to share information about industry events and news, or to sell your products or services. Having clear goals will enhance your chances of success in email marketing.
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