Email marketing efforts are still the best way to make money if they are done right. The Financial Post says they could earn you $42 back for every dollar you spend.
Sometimes, people make mistakes when sending emails, leading to poor results. Don't worry, we can help! In this article, we will talk about the top ten email marketing mistakes. From least to most important, here's what you should avoid.
Email Marketing Mistakes and How to Avoid Them
Email is at the heart of many brands' ecommerce marketing plans because it is one of the most trusted opt-in platforms. To avoid making these mistakes, you must first be aware of them and choose the ones that apply most to your projects. Here are eight mistakes that people make all the time.
1. Maintaining Dormant Connections
It's not always true that a big email list is a good list. One of the most common mistakes people make is improving their email list without checking to see if subscribers are still active.
Instead, clean up your email list by getting rid of people who are no longer interested in your business. Sending a re-optin or reactivation campaign is one of the most effective ways to do this.
First, create a group of inactive subscribers, such as people who haven't opened your emails in at least six months (you decide the exact guidelines).
Next, send an email to users who aren't responding to your emails and ask them if they still want to receive emails from your business. You could also try sending this group of people different kinds of information or changing how often you email them to see if that makes them more interested.
If you still don't hear back from users who aren't interested, it's time to delete. Long-term, old connections who aren't interested in your emails will hurt your deliverability rates.
2. Neglecting the Significance of Segmentation
You should not send the same email to everyone on your list. This is another big mistake in email marketing.
When you segment your email list, you divide it into smaller, more focused groups based on hobbies or traits that people in those groups share. This is a way to get more people to interact with your messages by sending them specific ones.
You can send different types of material to different contacts based on their location, demographics, past purchases, and preferences.
Sending an email to your subscribers and asking them what kind of emails they want to receive from you is a simple way to get their opinions. You can get up-to-date information on your friends through Brevo's Update Profile form, which looks like this:
We suggest linking to a preferences form at the bottom of all emails so contacts can quickly tell you what interests them.
3. Emailing at the wrong time
Figuring out the best time to send an email campaign is another tricky part of email marketing. Even though many studies have found a "perfect" time to send, not every time works for everyone on your list. If you send texts to contacts at the right time, they are more likely to open and click on them, leading to more sales and conversions for your business.
4. Not looking at your analytics
You've been sending out regular email promotions, which is great! But have you looked at your campaign records to see how they're doing?
Always monitor what your audience likes and doesn't like. This will help your email marketing ROI and prevent you from wasting time and money on ineffective tactics.
Look at the material and subject lines that get people most interested. To do this, find the business emails people open and click on the most. Think about how you can use this strategy again in future efforts.
It's also important to keep an eye on the rate of unsubscribes. Why do people choose not to be on your email list? After you look at your data, use what you've learned to make your email marketing better.
5. Showing Inconsistency in Your Email Communications
When it comes to email marketing, being inconsistent is just as bad as sending too many emails.
Sending emails too rarely or randomly puts a wall between your business and its customers. Some people who signed up for your emails may forget about them after too much time has passed and mark them as spam, putting your image as a sender and future campaigns at risk.
Consistently sending emails about your business, like always sending them on the same day of the week, will help people remember it. Whenever you share something, ensure it's useful for the reader and has a clear call to action.
6. Not Sending A Welcome Email
Do you send an automatic welcome email when a new person signs up? If you haven't already, you should. People are four times more likely to open and five times more likely to click on welcome emails than on regular promotional emails. An email greeting new members helps build trust by showing that you keep your promise when they sign up.
That's not all. In addition to telling new users what to expect from future emails, you can encourage them to interact with your site even more by linking to other content on it.
7. Using misleading or clickbait subject lines
It's tempting to use a catchy subject line to get people to click through and open your email, but this is a lousy habit.
More harm than good comes from subject lines that aren't clear. False advertising will only make your customers angry and turn them off.
This is so true that 69% of users report an email as spam based on the subject line. You should still use catchy subject lines, but make sure they show what the content is really about. Don't trick your followers.
8. Not doing A/B tests
It can be difficult to consider making changes to your email marketing plan once it's all set up. Remember, though, that tactics are meant to get better over time. Iteration and A/B testing will help you do that.
Not sure what to check? Change the time you send, the subject line, and the deals or offers you offer to get more people to open your emails. You can get more clicks by trying out different email themes and buttons that tell people what to do.
A/B tests often to see what gets people to interact with your content, and then make more of the same content for better results next time.
What are the 4 Ps of email marketing?
Product, pricing, place, and promotion are the four P's of email marketing. They are tried-and-true building blocks that help marketers create strategies across all platforms. You can also use these ideas to make thoughtful, practical email marketing efforts.
Is email marketing good or bad?
Email marketing has some good points, but too much of it can lead to spamming. If you don't keep your email list up to date, you could annoy your customers with spam emails.
What are email marketing tools?
Email marketing tools are programs that help you send newsletters and other emails important to the recipient's situation in real-time and with a personal touch. Also, some tools allow you to check if an email is valid or not.
Final Thought
It's easy to make the same email marketing mistakes whether you run a small business or email programs for a big e-commerce site. The good news is that they're simple to fix. Follow the tips above and make the necessary changes to your emailing approach. It won't take long for your effort to do better.
