While we can’t argue with the power of email marketing, the way we send out newsletters and promotional offers to our customers’ inboxes has changed a lot over the years. We live in a world of advanced technology where people check their emails from all kinds of smart devices, not just their desktop computers or laptops. Even 50-year olds use email, which means that the benefits of a well-crafted email marketing campaign are numerous. However, there are big NO-NOs you should steer clear of.
Let’s check out 5 common mistakes everyone should avoid when crafting an email marketing campaign.
1. Email Marketing Without an ESP
Composing a message and sending it out to everyone on your list is a huge no-no. You can’t send all your subscribers the exact same type of email. An email service provider (ESP) is a must when using email as your core marketing strategy. Bulk emailing is a clear sign of spam, and it clearly violates the CAN-SPAM Act. The practice is not just inefficient, but it also has serious repercussions on your company reputation.
An email service provider is a service that uses its own servers for email marketing services. In layman’s terms, it’s a host that allows users to control their email marketing accounts and deliver emails with the assistance of a web browser interface. Sending bulk emails using a traditional IPS, chances are your campaign will be blocked, and your emails will automatically be marked as spam.
The benefits of segmenting your email list are numerous. Just think about it – sending special offered targeted at women only have no place in the email of a male subscriber. Customization is the core purpose of your email list segmentation. Slice your list and categorize subscribers after:
Afterwards, you can start sending those emails. The right email in the right inbox increases open ratesand eventually return on investment (ROI). Without a segmented email list, it’s impossible to increase awareness and compel subscribers to gain an interest in your brand and business.
There are best practices for crafting CTAs (calls-to-action) and bad practices when using email as your main marketing strategy. Your CTA should be compelling without forcing a recipient to take action. Let them decide what to do next; your goal is to stir their interest. Make sure your calls-to-action are:
Brief (stick to 5 words maximum)
Action-oriented (consider using verbs like “register here” or “download ebook”
Have a contrasting color (make the action buttons stand out)
Rather than use email marketing for sales purposes only, it might be a better idea to focus on providing useful information first. Use your emails to build customer loyalty and engagement. Your ultimate goal is to sell and promote your company, but don’t make the message sound too evident when sending out emails.
Focus on instilling a curiosity with useful information first. Don’t bombard them with too much promotional content and offers they can’t refuse. At the end of your email, use a CTA to invite them to take action; let them decide what to do next.
Sending out too many emails in a short interval is one of the main reasons your email marketing campaign fails. Doing it every month is also a mistake. There has to be a balance! All you need to do is find your rhythm; and you can only do that in time after you’ve gotten to know what your audience likes, when, and how often.
Don’t make the mistake of assuming that sending 20 emails per week to the same subscriber will increase your sales. Assess how people respond to your campaign with analytics. Do an A/B test to check mail fulfillment, and try different email segmentation strategies. Eventually (and with a lot of patience) you’ll begin to understand how your audience reacts. It’s very important to be patient. Always monitor response rates and click rates of CTAs. Use a professional software tool to help your out, and constantly think beyond the eyes of the marketers eager to boost ROI.