Email marketing is one of the most promising ways to reach and engage with the audience. Although a myriad of marketing tactics have emerged over the years, email marketing has its own set of advantages. Not just it is cost-effective but also lets you personalize your marketing efforts for better response.
A report discloses every $1 spent on email marketing has an ROI of $44. However, to get high returns on investment, you must ensure that you’re not making common email marketing mistakes that most startups do. Let’s get to know what they are.
1. Using a Generic Email Address
Let’s be honest. We don’t like to open an email which looks unprofessional. So, how can we expect our audience to reply to such emails? To maintain a professional image of your brand, it is vital that you use a professional email address. Using an address like firstname.lastname@example.org looks more professional than email@example.com.
If you think it will cost you the earth, then let us tell you that some hosting providers offer business email accounts for free with their hosting packages. If you already have a web hosting service for your website, check if their plan includes this free service.
Apart from building your business credibility, a non-generic email address helps you win customer trust and lower the risk of marked as spam. So, make sure you avoid this common marketing mistake.
2. Poor Email Designs and Content
Broken email design and poor content are the two of the top email marketing mistakes most businesses make. A business email should look presentable and function appropriately on all devices.
Attentively test the appearance/format of your email campaign before sending it. Also, it must have an engaging and relatively short content. Its body content should entice readers to tap on your call to action button.
Generally, in the body content, you should include:
- Header – The purpose of the email communication.
- Content blocks – Images, text, and videos that effectively communicate your message.
- Call-to-action – A button your subscribers can click after reading your message.
- Footer– To obey international spam regulation, the footer should include a business address, Unsubscribe, and email preferences links.
Besides this, also pay attention to subject lines, which is also an essential aspect of a successful email campaign. 35% of recipients open an email based on the subject line alone.
3. Not Using an Efficient Call to Action (CTA)
This is another one of the most common email marketing mistakes you should avoid at all costs. Remember, a call to action is more than just an attractive button with catchy text. Every element of your email should contribute to making the CTA work. Don’t forget; a good CTA doesn’t work independently but functions more like the climax of a great story.
According to WordStream, emails with call-to-actions increase sales by 1617%. So, before you write an email, have a clear vision of its purpose in mind. Do you want to promote your brand, make a sale, or inform readers of an upcoming event? Focus on your CTAs texts and design accordingly. Make sure your call to action is clear and takes readers toward the outcome you want to achieve.
4. Not Sending Emails Wisely
Most startups are not aware of the right frequency for email marketing efforts. Either they send too many or too few emails resulting in poor outcome and more spam. Sending too many emails leaves your audience annoyed while too few emails lead to poor brand awareness. Therefore, it is necessary that you assess your email marketing frequency attentively. Review your past email campaigns, and look at the information:
- Time of Day
- Day of the Week
- Click Through Rate
- Open Rate
- Number of Unsubscribes, etc.
It will help you determine when and how often you should send your emails. According to a study, Tuesday is the best day; while late morning (around 10 a.m.) is a good time to send an email blast. So, if you want to take your marketing efforts to the next level, avoid this common email mistake.
5. Forgetting You’re Interacting with Humans
Most businesses send out emails that look like this “Hey! How are you all doing?” You should remember that regardless of the count of your email recipients – whether it is 10 or 10,0000, you are talking to a particular human being. For that reason, you should compose your email in a manner as it will go out to a specific person.
- Talk to them with their real name. It will turn your marketing into a personal relationship.
- Send emails based on your subscriber’s actions. It is an excellent way to re-engage with customers.
- Send creative personalized emails such as Birthday Greetings, Customership anniversary, and more.
- Give them tips to use your services or products.
6. Ignoring Mobile Users
Today, when 62.9% of the population across the globe has a mobile phone, you can’t afford to do this marketing mistake. Make sure; all your emails open quickly on smartphones and tablets. Your subscribers should be able to read and interact with your emails from their phones.
Look for a responsive email template that helps you create a readable and straightforward email. According to Google, mobile users open their email 3 times more. So, you shouldn’t disregard them.
7. Not Tracking Your Sales
Irrespective of what you are trying to do with your email list now, at some point you might going to use it to generate revenue. If you are sending a lot of emails, it won’t be easy for you to find which one is making the revenue. As a result, it is highly recommended that you keep track over your every email. One simplest method to do so is using Google Analytics. This amazing tool from Google helps you measure and report the traffic driven by email marketing and website.
Email marketing is a tried and tested way to connect with the audience. However, it works only when you do not make any marketing mistakes. So, avoid these email blunders and improve your click through and open rates to a large extent.
Author: Vivian Johnson, PiketMedia