Before sending your emails to customers, make sure to preview them on a range of devices. Many email marketing programs, such as MailChimp, allow you to easily edit and test your email’s look and feel on a variety of mobile devices. The main goal of email marketing is to get customers excited to engage with your content. While it may be tempting to include an image or video in your emails, you’ll want to keep this as minimal as possible.
First of all, remember that email marketing is a very competitive industry. Mistakes happen, and they are inevitable. The key to success is to address these mistakes head-on, so they don’t happen again. Email marketers can learn from the common mistakes and avoid them altogether. Listed below are the common email marketing mistakes to avoid:
Too many actions: Sending too many emails with multiple calls to action is not a good idea. People can get confused if you give them too much to do. Ultimately, they may delete your email or report it as spam. Instead, keep the messages short and to the point. In this way, recipients can focus on reading your content and getting a great deal out of them. And don’t forget to segment your list by marketing-specific details.
Email campaign editors: It’s possible to accidentally hit the send button or send an email to the wrong segment of your list. These mistakes are the result of carelessness or poor review processes. Don’t panic if you make a mistake, because you’ll be able to remedy the problem by sending an apology. It’s better to apologize than to send an embarrassing email that will end up causing you to lose customers.
Incorrect remarketing: This is another common mistake. Fashion retailer Dillards makes this mistake. It sends emails related to the products that customers have purchased in the past. In some cases, Dillards will send a remarketing email that contains the same shoe that the customer bought in the same store. While this is perfectly fine in theory, it is not always a good idea. It is best to avoid sending emails that have phishing scams or misleading marketing messages.
Using the same email address for different campaigns: Don’t duplicate the same email in multiple email accounts. This will cause confusion among customers and lead to CAN-SPAM Act violations. Always use a company-specific email address. It will help increase your open rates and increase conversions. Moreover, many email readers use mobile devices to read their emails. So, making sure your email address is recognizable and professional will make it much easier to attract customers.
Making a CTA: Ensure that the call-to-action (CTA) is easy to spot. A tiny CTA hidden in the corner of an email may not be noticed by the recipient. In many cases, the change in color of the CTA has improved open rates. A/B testing can help you determine what color works best for your particular business. Once you’ve identified these mistakes, you can focus on fixing them.
Using a CRM: If you’re unsure about what performance metrics to track, use a CRM or email marketing tool that offers complete campaign reports. By testing and repeating your campaign, you can improve its effectiveness. Be careful with performance tracking metrics, however, as there are many misconceptions about them. Don’t be fooled by a 34% open rate. These metrics are not reliable enough to help you determine whether or not your email campaign is converting.
Not providing an unsubscribe link is an email marketing mistake. It’s easy to forget why a person signed up for a newsletter. After a while, this person might even delete the email in their inbox, marking it as spam. Not only does this hurt your reputation but it also harms your deliverability. Ultimately, email marketing is an extremely effective marketing strategy, but there are several mistakes to avoid. By following these tips, you can ensure success.
While the most important thing to remember when using email marketing is to be careful not to send too many emails. Sending too many emails can drive your customers crazy, leading them to unsubscribe from your list. Also, too many emails can cause your subscribers to report you as spam, or get bored with your email content and unsubscribe from your list. So, be sure to follow these tips before you launch your email campaign.