In 2016, Campaign Monitor reported for every $1 spent on email marketing, $44 is made in return. With an ROI (return on investment) like that, it’s not hard to see why email marketing is a valuable asset for businesses and bloggers alike.
Email marketing can be used to:
- Distribute relevant content
- Contact customers
- Deliver company news
- Promote a discount or a sale
- Introduce a new product or service
- Update customers on industry trends
- And so much more
Considering 80% of retail professionals state email marketing is the greatest driver of customer retention and 59% of B2B marketers note email as their most effective revenue generation channel, email marketing is booming. As a whole, 74 trillion emails (and counting) are sent each day!
And yet, marketers still make embarrassing email marketing blunders. Even with powerful email marketing tools and platforms, it’s all too easy to make a mistake.
To avoid embarrassing yourself and your brand, do not make these seven email marketing mistakes.
1. Broken Email Designs
Have you ever received an email newsletter, only to find it didn’t appear correctly? Without fail, broken email design and functionality continues to be the top email marketing mistake made by all.
Company emails need to appear presentable and function properly across all email clients such as Gmail, Yahoo, Outlook, Apple Mail, and more. If not, your brand reputation and marketing goals are at stake as readers unsubscribe or mark your emails as spam.
Your first thought may be, “I’m paying for an email marketing service. Shouldn’t those templates already work for all email clients?” You’d think so, right? However, as you start making changes to the templates or adding other details, your chances of displaying correctly may falter.
Litmus offers a tool that helps you test what your email design and content will look like on 70+ apps, devices, and browsers. From smartphone apps to desktop email clients, your email design must be responsive and flawless across all devices. Otherwise, you end up joining the ranks of marketers with broken links, images, and errors in their emails.
2. Using a Generic Company Email Account
While using email addresses such as “firstname.lastname@example.org” or “email@example.com” may be beneficial for organizational purposes, they send a cold message to your audience.
Joe Stych at Zapier says, “When brands send emails from a noreply address (or an email address that never gets checked), they’re really saying ‘we don’t want to talk to you.’ It’s an engagement opportunity that many teams miss—on one of the largest direct marketing channels out there.”
Think about why your brand uses email marketing. Hopefully, it’s to interact with and provide valuable content to your audience. Doing so from a personalized email address is one step closer to developing a lasting relationship with your customers. Whichever email address you choose to use, be sure to monitor reader replies.
3. Only Sending Discounts and Promotions
Are you sending your subscribers discount after discount with no end in sight? If so, you may be overwhelming and annoying your customers.
While promotional emails have a purpose, follow the 80/20 rule. This rule states that 80% of your content should be informative, entertaining, and valuable while the remaining 20% is sales-related. Instead of oversaturating your subscribers with promotions, send them content that adds value to their lives.
For instance, let’s say you’re a furniture company looking to increase sales of coffee tables online. Rather than telling your customers that coffee tables are now 30% off, send them an article filled with tips for decorating or organizing coffee tables followed by the promotion. This will show audiences how they can take your product, use it in their home, and save money.
Following this email marketing strategy improves customer trust in your brand and content.
4. Sending Too Many or Too Few Emails
On top of finding the right content to send, you must also determine the best frequency for your email marketing efforts. Another mistake marketers often make is sending too many or too few emails to their subscribers.
Inundating your audience with email after email leaves them annoyed and more likely to unsubscribe. On the opposite end of the spectrum, too few emails leads to a lack of brand recognition from your audience. Meaning, they’ll forget why they signed up for your emails in the first place and ignore or unsubscribe from your emails.
Determining the ideal frequency for your email marketing efforts takes time and experimentation. When reviewing your past emails, look at information including:
- Time of Day
- Day of the Week
- Tone of the Subject Line
- Click Through Rate
- Open Rate
This data will help you identify when and how often it’s best to send your emails, resulting in satisfied subscribers.
5. Not Segmenting Subscriber Lists
Have you ever received an email from a company that didn’t apply to you? This mistake was likely the result of a non-segmented email subscriber list.
Segmenting your entire list of subscribers into smaller, categorized lists allows you to send relevant and timely information to leads and current customers. Email marketing automation software can help you segment these lists and deliver the information subscribers want at a particular point in the buying cycle.
In fact, a study by Lenskold and Pedowitz Groups found companies that send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle.
Subscriber lists can be segmented out by:
- Demographic and Geographic Information
- Sales Funnel Stages
- Interested Topics
- Acquisition Channel
- And so much more
Take the time to determine how your email lists should be categorized. Your subscribers (and email marketing goals) will thank you.
6. Failing to Include a Call to Action
A call to action (CTA) refers to marketing copy which entices a person to take a specific action. Take a look at our homepage. You’ll notice a bright green button saying “Get Started Now.” This copy tells you exactly what to do and when.
Failing to include a call to action in a marketing email is another common mistake. When creating an email marketing campaign or message, always think about the action you want readers to take.
Do you want them to learn more about a product? Read your latest blog post? Reply for more information? Whatever it is you want your audience to do, tell them! If you forget, you’ll have a hard time achieving your goal as you leave readers wondering what to do next.
Calls to action don’t need to be forceful, intrusive, or over the top. Rather, CTAs should be naturally incorporated into an email button, image, or copy.
7. Not Analyzing Email Marketing Data
After every email marketing campaign you send, you must analyze the data. From the click-through rate to the delivery rate, every metric plays an important factor in the direction of future campaigns. This information can highlight what’s working, what needs to be fixed, and how customers are reacting to your messages. Ignoring this data is a detrimental mistake and can lead to a loss of subscribers and critical marketing resources.
Have you made one of these email marketing mistakes? What did you learn from your experience? Share your thoughts in the comments section below.