10 email marketing mistakes that may be killing your ROI
Intro: Do your emails look like spam? Are they not getting opened or clicked on? Is your writing style too dull or unprofessional? Email marketing is an essential part of any company’s social media strategy. It can be an effective form of communication for targeted audiences, but many marketers are making mistakes costing them ROI. If you want to avoid the errors altogether, you might want to hire an expert as Petar solo ads to make sure your business thrives. The following is a list of the ten most common email marketing mistakes and how to avoid them.
- Failing to set up your email marketing campaign correctly:
A prominent mistake marketers make is not taking the time to optimize their campaigns for the best results. You should always check that your email signup form is working correctly and includes express permission from the subscriber. It’s also important to note that “double opt-in” is preferred, as it helps reduce the number of abuse complaints on your list.
- Failing to use clear and direct subject lines:
The subject line is one of the essential pieces of the email marketing puzzle. If subscribers are confused about what the email contains, they will likely delete it without even opening it. If you want immediate results, you should test the number of characters you are using in your email subject lines, as they must open most emails on a mobile device. You can determine what works best for your list by split testing it with unique content, offers, and images to see which ones garner more opens.
- Not personalizing your email:
We live in a highly social world, and people like to do business with other people. One easy way to build this trust is through personalization, which means using the subscriber’s name in your emails instead of referring to them only by their email address. People are also more likely to open an email when they feel it is coming from someone that cares about them (not just a faceless company).
- Using generic stock images:
Thirty-five percent of recipients say it bothers them when an email marketing message comes across as very obviously promotional because it makes the sender look lazy or unprofessional. Make sure you vary your use of graphics within your newsletters so that the content seems less ad-like and more valuable. Avoid stock photos on all your email communications.
- Sending email campaigns that are too long:
If an email is too long, the reader may feel overwhelmed by the amount of content and fail to read it in its entirety. If you must send a lengthy message, break up the story into several different emails to make it easier for your readers to digest in smaller chunks. Using marketing jargon in emails can confuse customers and turn them off. Phrases like “unique visitor,” “CTR,” and “B2C” mean little to most consumers, who care about the experience on the other end of their shopping cart or ad click. Avoid using technical terms that might not be familiar across all demographic groups. For example, you could replace phrases like “CTR” with something more understandable like ‘your ad click-through rate.’
- Using spammy or irrelevant subject lines:
People often open emails based on the title alone, so be sure to use your subject line wisely. Make sure you’re using relevant keywords when writing your subject line so that you get picked up in search results. The best practice for crafting a solid subject line is to anticipate what potential customers are thinking at that stage in their journey and make it clear how your email will help them.
- Sending emails too frequently:
It may feel like more is better when sending out emails, but don’t be tempted to spam your subscribers with irrelevant or not helpful messages. Every day, sending an email might seem like a good idea, but many readers find that frequency excessive. Instead of shooting off messages all the time, pick a handful of days each week on which you can send out high-quality content. This way, instead of creating fatigue in your audience by bombarding them with unnecessary messages, you’ll be able to make sure that important information doesn’t get lost in the fray.
- Straying from brand voice:
By being consistent with the tone and imagery used in your email campaigns, you’ll help subscribers quickly identify whether or not it’s an advertisement they want to read. Conversely, if your messages don’t reflect your brand’s personality, the chances are high that many subscribers will be less receptive to them.
- Unrealistic offers:
If you’re trying to encourage readers to sign up for something (a contest, trial offer, or freebie ), make sure it is authentic and reflects what genuine customers can expect when they redeem their prize. If your emails only push products/services people aren’t interested in, neither party will benefit from the deal. Make sure you offer and deliver on your offers you mention on the email marketing content.
- Not having a plan or schedule:
Email marketing requires planning and consistency to see results. Without a plan or strategy, marketers may find it challenging to maintain momentum in building relationships with customers. For example, an e-commerce company may want to email once a week with the latest deals, but if they miss a week, customers may shop at their competitor’s website instead. In addition, marketers should carefully send emails to deliver meaningful content when recipients are most likely to interact with it. Emails that contain highly text-based content tend to get better engagement over time, but it’s best not to aim for early morning or late evening when recipients are more likely to be away from their desks.
Conclusion: Building relationships and trust with your customers is the goal of any email marketing campaign. However, it’s easy to assume that they will read an email in isolation rather than as part of a more extensive experience. Marketers make some common mistakes when designing emails, but if you can avoid these pitfalls, your organization will benefit from better engagement over time.