Marketers often consider that email marketing starts as well as finishes by means of creating a list. However, the value of the list is not associated with the total number of your subscribers. Every marketer can create a list of thousands of subscribers. On the other hand, if they do not engage with these subscribers all their marketing efforts will be wasted.
Nevertheless, email marketing still plays a very important role in today’s world. There are more than 269 billion of emails that were sent in 2017. The cost-effectiveness, as well as ROI of $44 for every $1 spent, continues to succeed in today’s era. Here are some of the email marketing mistakes that every marketer should avoid.
- Do not put unnecessary things in the subject line
A simple but informative subject line can lead to a successful email marketing. The length of the subject line doesn’t make a big difference. Whether the length is 10 characters or 50, the read rate remains in average around 12%, according to Email Marketing Statistics Guide from Everycloud.
- Sending A lot of Emails
Sending too many similar emails can irritate. Respect the time of your customer and send not more than one follow-up after a week. The same can be said about sending ‘urgent’ emails that aren’t really urgent, too personal emails or letters with too many grammar mistakes. Focus on quality, not quantity.
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- Mishandling Unsubscribe
Every customer should have the capability to immediately unsubscribe from your list with no more than two clicks. They should not have to type their email address or password before unsubscribing successfully. If you make unsubscribing a bit complicated, you will definitely get complaints. Or worse, they will block or mark your emails as spam. If the majority of your receivers do the same thing, your character as a sender will quickly deteriorate. And as a result, your email deliverability will be affected. So if you don’t want to see your messages in the spam folder make sure to make your unsubscribing procedure easy.
- Sending Spam
The worst email marketing strategy that every marketer can do is sending a spam message. Your target or prospect clients subscribe to your email because you promise them to send information that is relevant to them. For instance, if the readers subscribed to your email because they want to see investment products and hear some investment advice don’t ever send them a credit card advertisements.
- No Personalization and Segmentation
One of the most important rules in email marketing is not to treat your readers as equal. Due to Custora research, 80 % of your income is made by 20 % of your customers. It is clear that some of your customers are much more important than the others. Therefore, you need to divide the email list depending on several factors such as lapsed customers, frequent buyers, and new subscribers. Every marketer should deliver a personalized product endorsement depending on the customer’s purchase history. Nevertheless, there is some software for email marketing that can help marketers in connecting with their clients. One best example for this is the marketing automation, which allows you to manage tiresome tasks such as reaching existing customers with out of control carts and receiving new subscribers. No matter what happens, make sure to personalize your email marketing messages all the time, especially this year. As specialists predict, personalization and automation are two marketing trends of 2018.
- Missing Brand Personality
Actually, email marketing is not all about succeeding above your rivals, it is all about doing unique things. So let your brand or company’s personality boom in your email messages. Marketers should always remember that subscribers keep reading their emails because of uniqueness. If you are ready to show off your brand to millions of readers, think of your logo in the right place. Select the font size and color, according to your brand’s image.
- Failing to Check your Email
Minimal grammatical and spelling mistakes are extremely common in email marketing. While some odd typos are acceptable, the text full of mistakes is not. For customers it means unprofessionalism. And the reputation of your brand goes down immediately. The only way to avoid this mistake is to proofread your email content before sending it to the readers.
When done properly and correctly, email marketing is capable of delivering excellent results. So as a marketer, it is very important to avoid email marketing mistakes, check the future marketing trends and think of your customer. This is the perfect recipe for any success and for a better email marketing campaign.