Almost 300 billion emails are sent daily. Emails that provide information, deals, news and resources among other things. Businesses send emails all of the time, specifically marketing emails meant to inform customers (both potential and current) on their latest business happenings.
Aside from informing customers, why do businesses do email marketing? It happens to be one of the most effective marketing campaigns. It may seem simple to write some content and send it off in large batches to your customers, but there is an art to creating effective emails that customers want to read and actually look forward to seeing.
We want to help you avoid the very many pitfalls that companies find themselves in when they begin to develop email marketing campaigns. Let’s cover five email marketing mistakes to avoid.
Not Prioritizing an Email Sign-Up List
One of the greatest ways to increase your list of contacts to send emails to is by having a subscriber sign-up list. By not having a subscriber list at all or not making it visible enough on your company website, you may miss out on increasing your email audience. You may have great content for your email campaigns, but without a subscriber option, no one will be able to see your awesome content!
People are bombarded with emails on a daily basis, so if they take the time to sign up for yours, it’s because they have a genuine interest in the content you have to provide.
No Mobile Capabilities
Another common email marketing mistake is not formatting your emails for mobile users. It is simple to draft your email, create interesting content that you know your customers will love, send test versions of the email to view and preparing yourself to send. But before you do, did you think about users who might open this email on their phones?
Neglecting mobile users can potentially result in alienating a large portion of your customer base as well as making your content difficult to read on smarts phones and tablets.
Sending Too Many Emails
It is great when you find yourself with a new subscriber, however it is important to never send an overwhelming amount of emails to them. One mistake of email marketing campaigns is sending too many emails. On average, those who work in offices receive around 121 emails per day.
When a subscriber feels overwhelmed with too many emails, that leads them to unsubscribing, which is what you want to actively avoid. Brainstorm on the amount of emails that are appropriate to send to your customers. Remember, if it feels like too much, it just might be.
Not Segmenting Your Subscriber List
If you are lucky to have cultivated a long list of subscribers, it is important to avoid sending them all the same exact content at the same time. Why? There is a strong chance that a 20-year-old customer isn’t interested in the same products as an older one. Segmenting your subscribers will allow your marketing teams to create content that is uniquely tailored for them. When segmenting your subscriber list remember things like gender, location, language, personal interests. If you don’t take the time to segment emails, you run the risk of boring your customers and not providing them with the content that strikes their interests.
No Call-To-Action in Your Emails
All emails that your customers receive need to serve a purpose and a big mistake that an email can make is not meaning anything. All emails need to give your customer something to look forward to, learn from or respond to and if it doesn’t, nothing was achieved.
Make sure that your email content provides your subscriber list with the opportunity to feel included and heard with a call-to-action statement.
When putting together marketing emails, it is important to avoid crucial mistakes that could potentially turn your customers away from your content. Brainstorm an average amount of emails to send out per week or even month, create a sign-up list, include call-to-actions, segment your customer list and make sure that all of your emails have mobile capabilities.