common email marketing mistakes

8 Common Email Marketing Mistakes to Avoid

By Hannah Rankine

Email marketing is without a doubt a successful tool that is incorporated into most business marketing strategies. Whatever your business or industry, email marketing is a fantastic way of engaging your target audience with new products, services, company news and so much more. However, email marketing certainly isn’t as simple as you might think and campaigns can often be ineffective, resulting in unsubscribes and high bounce rates.

 

So, without further ado, here are some common email marketing mistakes to avoid to ensure you’re getting the most out of your campaigns.

 

1. Sending too many emails

 

There’s nothing worse than receiving endless unwanted emails from brands with irrelevant or disengaging content. While sending lots of emails may seem like a good idea, clients often see them as irritating and unnecessary. What’s more, sending too many emails can often trigger spam blockers, resulting in emails being sent to spam folders and ruining your chances of connecting with your customers. When it comes to email marketing, try a more minimalist approach. Quality over quantity.

 

2. Not segmenting subscribers

 

Sending the same emails to all your subscribers probably won’t get you very far. Segmenting your subscribers into different categories allows you to target different content to different groups of individuals. For example, a 20-year-old male student will generally not be interested in the same content as a 40-year-old mother. Therefore, by segmenting your subscribers and sending more relevant emails to specific groups, you can be sure your content will be more engaging, leading to more conversions.

 

3. Poor subject line

 

Some people receive hundreds of emails per day, so it’s important your email has a quality, punchy subject line that will draw your receiver’s attention to your content. Write an email subject that’s relevant and enticing, while conveying your brand’s tone of voice.

 

4. No call to action

 

In the marketing world, a call to action (CTA) is an instruction to your customer. Your instruction should encourage the customer to do something that meets your email marketing goals. For example, if your goal is to sell more of a specific item, your email could include a “Buy now!” button at the end which links the customer to that specific product page. This is a simple yet effective technique that provides an easy pathway for clients to support your business goals.

 

 

5. Sending emails at the wrong time

 

MailChimp confirms that sending emails in the late morning from 10am to 12pm will get the most opens. This doesn’t mean that you should send all your emails at this time, but it’s worth experimenting with different times of the day to send your emails to discover which times lead to more customer engagement.

 

6. Failing to optimise for mobile

 

With more and more people opting to use smartphones for business and personal use, emails nowadays can be opened on a variety of different devices. Emails that are only designed for desktop are usually not displayed in the same way on mobile devices, which will discourage people from reading your content. Ensure your emails can be opened on any device so that all readers can easily consume your content.

 

7. Using cliche sales language

 

Do you ever feel that email marketing from various different brands all sound and look the same? A lot of businesses tend to use very similar sales jargon that doesn’t do them much justice. For example, instead of saying something like “money-back guarantee”, try “we accept returns”. Choose simple, original words to describe your products that follow your brand’s values and tone of voice. Think about what makes your brand different to make your sales language stand out.

 

8. Forgetting to monitor email analytics

 

Once you have produced an impressive email campaign that ticks all the boxes above, the final thing to remember is to monitor your email campaigns’ performance. Data analytics tells you what you are doing well and what you can improve on. This helps you make informed decisions about your next email marketing campaign so that you can continuously improve your marketing strategy and meet your business goals. Here are some examples of important email marketing metrics to keep an eye on:

  • Open rate
  • Bounce rate
  • Click-through rate
  • Conversion rate
  • Unsubscribe rate

 

 

So now you have the low-down on successful email marketing, take a look at your business strategy, are you guilty of one or two of these errors?

If you need a hand with your email marketing, the team at Snap offers professional advice and services. Have a chat with us to see what we can do for you.