Email marketing is a great way to attract attention, giving consumers an inside look into how your products or services solve their problems. But email marketing isn’t a no-brainer. It requires some trial and error to find what works. To be successful, your business should avoid email marketing mistakes that will drive the campaign into the ground.
Here’s what you SHOULDN’T do:
- Don’t create one-size-fits-all email messages. One of the most important success factors about email marketing is segmenting audiences. That simply means that businesses can tailor a message to a specific audience, instead of mass emailing everyone on their contact list. Mass messaging doesn’t work, and it’s likely to alienate some of the recipients. Instead, focus on what you know about your list and segment according to age, gender, financial, etc.
- Don’t ignore “unsubscribes.” When a user unsubscribes to your email list, don’t just let him go. This is perfect example of a missed opportunity to get your brand back in his inbox. It’s the perfect excuse to say, “Hey, sorry to see you go. Would you be interested in coming back and learning more about our services/getting a discount?”
- Give subscribers a break. They’re not there meet your demographic-survey dreams. They’re busy and their time is valuable. So when you’re asking them to subscribe to your list, ask a few key questions to get the information you need.
- Don’t go all feature-overload on users. Consumers today are looking for solutions to problems. Instead of saying, “We have the strongest motor,” try, “Our durable, hefty motor will help you demolish household jobs.” See the difference? The latter puts the focus on the benefits users will get from buying your product.
- Don’t overuse email. Respect your customers’ time. Remember that their inbox probably gets flooded with emails – just like yours. There’s a fine line between over-emailing – which propels users to unsubscribe – and under-emailing – which puts you in the oblivion category, where customers won’t get to know you enough. Run some tests when you want to increase the frequency with which to send emails. Use two control groups, and send the first group the regular amount of emails and the second group a few extra. Analyze your results and find out which group has a higher conversion.
Armed with a few tips on how to avoid making email marketing mistakes, you’ll see the results of your campaigns increase incrementally. Oh, and one last tip: When a user wants to leave your email list, let them go. There’s nothing worse than making it so hard to opt-out that the user can’t leave, or continuing to send unsolicited emails.