Avoid these mistakes with email marketing
Email marketing can be very effective when done correctly. Unfortunately, it can also be very ineffective when certain mistakes are made. Some companies and business owners that don’t have success with email marketing may believe that it’s the format itself that isn’t working. But it could be that they’ve made certain errors that, if cleaned up, could lead to a much better response rate, more conversions, and increased sales.
But what mistakes should you look out for? Below are some common examples to help you get started.
Poorly defined audience
It can certainly help to identify your target audience. What do they respond to? What types of things don’t work for them? To get a response, an email may need to be written much differently for an average audience of 60 and 70-year-old retirees, for instance, than it would for an audience of college students.
An inorganic email list
Ideally, the email list of potential recipients should be constructed organically. This can be done by gathering email addresses from those who have made prior purchases, for example, or those who opt into communications. But some business owners will just buy email lists from other sources, so they’re sending those messages to a group of people who may be entirely uninterested in their products or services.
Formatting issues
There are many different formatting issues that can cause problems. For example, some people will do things like using all capital letters or multiple exclamation points in email headlines. These can trigger spam filters, meaning that the audience never reads the email message. Another issue is when the email clearly has a generic format and isn’t personalized. It should be designed for that reader and what they are interested in.
Not inviting the reader to take action
Finally, it should be easy for the reader to take a specific action, such as contacting your company, purchasing a product or requesting more information. This should be intuitive, as even a few seconds of confusion is enough for most consumers to move on. Additionally, a common mistake is failing to use a call to action (CTA), which gives the reader that extra nudge in the proper direction. Even a simple CTA is better than none.
Revamping your email campaign
Have you been having trouble with your email marketing efforts? At Content Customs, we understand how to bring about greater success this year. Please get in touch with us to learn more about the services we provide, including email marketing, social media marketing, content creation and more.