Online marketing strategies and trends change but email marketing is still one of the most effective, most reliable and the best SEO practices. If you want cheap website marketing, email marketing can significantly improve your ROI.
But just like many marketing strategies, it is important that you know how to do email marketing correctly. The last thing you would want is for the email to end up in the spam or for the email to end up not read by the recipient.
To further understand how to go about this properly, here are some email marketing mistakes you would want to avoid.
1. Sending email marketing to the wrong audience.
For your email marketing strategy to actually work, it has to be sent to the right people. You can’t send promotional articles on your skin care products for women to men. You also cannot get the interest of locals to visit your restaurant if you are sending your email to people from another location.
Before conducting any sort of email marketing, sit down and determine who your target audience is and how to reach out to them. Understand what your target audience is looking for and what they need by checking out their shopping history (if you own an e-Commerce site) or determining which of your website’s pages they visit more. Deliver the right email content to the people who are highly interested in the topic instead of just randomly sending to the people listed in your mailing list. Doing so might also annoy those who are not interested in your newsletter or mailing list.
2. Sending email and information that do not contain anything edifying.
Gone are the days when you can just freely send out information not containing anything interesting to your mailing list and hope for the best. It should be content-rich or should link back to a web page with rich content. Also pay serious attention to how you’re writing the title. The title alone is enough to catch the interest of the readers. Avoid using spammy, click-bait titles and be direct to the point so as to give your readers a definite idea of what the email content is.
3. Sending emails that are not responsive.
Everything has to be responsive these days because of the varying methods of which readers get their information. If your email looks cluttered, is unorganized and has missing images and links when being viewed on a mobile phone, readers will not want to continue reading it. And if you keep sending unresponsive emails, you just might lose a lot of subscribers.
Up to 70% of online users use their phones to check their email. By making your emails more responsive, you are increasing user experience, improving client/reader satisfaction and increasing your chances of getting clicks to your site.
When hiring cheap website design, also find out if the services will include making your email marketing more responsive. Also make sure you include a link that will go to a targeted landing page.
4. Not keeping track of email conversions and efficacy
Always keep track of the click rates of your emails and newsletters to see which ones are getting the interest of your target audience. Don’t just assume that all your emails are going through and that they are being read. You can use special email marketing tools that will allow you to see bounce rates and success rates of your email marketing. Using the data you get from these tools, you can improve your email marketing strategy, see what you are doing wrong and determine which emails are getting the best clicks.
5. Using too many images
Images are definitely crucial to a successful email marketing campaign. Images draw attention. But readers also look for content and you can’t satisfy if you just use images – large ones at that. In addition to that, see to it that all the images are optimized. If not, they may take a long time to load and may cause applications to crash. Some users also disable image content, which will affect your campaign if you mostly rely on infographics. It is also a must to include alt tags to describe the images in case it doesn’t load properly. The alt tags should include keywords or titles that are descriptive and will give your readers an idea of what the image is about.
6. Squeezing one campaign in one email
We get it, you have a lot of promotional offers, discounts, new products and so on, but, squeezing them all in one email and not segmenting them at that can be overwhelming to a reader. Focus on one promotional offer and highlight it. Keep your campaigns as minimal as possible to allow readers to digest what you are offering. Too many call to actions will make your campaigns look busy.
7. Not focusing on users
A lot of times, the content of email campaigns are mostly just to promote products without letting the users/readers or potential customers how they can benefit from the promotional offer. When doing campaigns, see to it that your email marketing strategy courts the readers. Load them with all the benefits they can get if they check your landing page or buy your products. Focus on them and not just on increasing online conversions.
8. Campaigns are too sterile
A lackluster email marketing campaign or one that doesn’t sound conversational will not appeal to readers. Don’t let your email marketing campaigns sound too business-like. This is your best chance to reach out to your readers in a more personalized way.
There’s a lot of potential to email marketing campaigns if you know what to do. Make sure you do thorough testing to your campaigns before officially using them. You would want to check if the links are working correctly, if the unsubscribe button is showing perfectly or if the images are loading well.