The Dark Side of Email Marketing: Common Mistakes That Could Cost You Thousands!
First impressions count as much in email as they do in person and businesses used to consider email marketing to be a nice-to-have. Presently, over 90% of poll participants believe it to be at least somewhat important to the overall success of their business, with 41% believing it to be extremely important. Rich communication may improve email health, increase revenue, and establish your brand’s reputation. With a return on investment (ROI) of $42 for every dollar spent, many B2B sales and marketing teams use emails to gain direct access to customers, improve sales conversion and increase revenues. But there are a lot of dos and don’ts in email marketing to be mindful of. Overlooking the welcome email Ignoring the welcome email is the first mistake that email marketers make. You don’t want to abandon those who have chosen to subscribe to your email list. Along with giving them more details about your business, you want to let them know how much you value their joining your email list. Many companies leave these subscribers hanging by failing to send a welcome email. Avoid making this email marketing error since it may give the impression to your audience that they are unimportant to your company and communicate the wrong message. Sending a welcome email is the greatest approach to stay clear of this email marketing error. Cutting off the subject lines Our next mistake in email marketing is to cut the subject line. Sending emails with the subject line obscured is a common error made by businesses. Even while it might not seem like much, it has a major influence on how much your subscribers interact with your emails. Firstly, abbreviated subject lines may convey an air of incompetence. They can come across as careless, or the subject line might be illegible due to its removal. In addition, there’s a chance that your subject line will be truncated, giving your email a different connotation. How to steer clear of this email marketing error: skim your subject lines. Spend some time previewing your email to see how it will appear to your audience before you even send it out to your subscribers. It is important to review each iteration of your subject line to make sure it appears properly across all platforms. Email subject lines should be brief and to the point in order to avoid being cut off on any platform, as character limits differ greatly between devices and email clients. Incompetent design Ignoring the design of their emails is one of the biggest mistakes businesses make when it comes to email marketing. It is not enough to just combine a few pictures, add some color, and call it a day. Whether or whether your audience interacts with your email after it has been received is mostly dependent on the quality of your design. Your audience won’t want to interact with your emails if your design appears amateurish or careless. They’ll unsubscribe, or worse, close them. How to steer clear of this email marketing blunder: Make expert designs. Making an investment in email design is a good place to start if you want to steer clear of this email marketing mistake. You should select a design for your emails that accurately represents your company. You can see how Starbucks’ design reflects the company’s business in this example. Their subscribers have a good experience because of the simple, contemporary style. Ignoring your CTA (call to action) Ignoring your call to action (CTA) in your email comes next on our list of typical email blunders. One of the most important components of your email is your call to action (CTA), which directs readers to perform the next action. Users won’t know how to continue if your email lacks a call to action. Businesses also make a variety of mistakes when it comes to CTA buttons. Among the frequent errors are: How to steer clear of this email marketing error: Make your CTA buttons seem good. You must optimize your call-to-action buttons if you wish to steer clear of this email marketing error. A CTA button should be designed so that it is easily noticeable. Furthermore, pay attention to where in the email you position your call to action. It might not be seen if it is buried too deep in the message. As demonstrated by this Starbucks example, you want to make sure that it is in a location where your audience is likely to see it and click on it. Ignoring personalization Ignoring personalization is one of the biggest mistakes businesses make when it comes to email marketing. Dozens of businesses compete with one another for the attention and hard-earned money of your subscribers through emails. Personalization is a must if you want to grab their interest. To make email marketing easier, a lot of businesses send their subscribers generic emails. This strategy has the drawback that not everyone is drawn to your company for the same reasons. Because there are so many emails in your audience’s inboxes, if yours doesn’t catch their attention, they’ll probably ignore it. One of the most common mistakes in email marketing is to neglect personalization, yet this is something that is simple to avoid. To provide your audience with an improved email experience, you should segment your subscribers and personalize their emails. Among other things, you can group your subscribers according to their interests when you segment them. From there, you can tailor the content you deliver to these groups based on the topics that most appeal to them. If you own a clothes store, for instance, you might have a section of women who are interested in work attire and another who are interested in active wear. Being excessively commercial One of the most common mistakes businesses make with email marketing is the one that follows. Your objective is to convert interested prospects into clients by sending them emails. Many businesses will be very pushy in their emails and turn customers off in an attempt to increase sales more
