Email marketing has huge benefits. When done in the right way, it can bring in new business, strengthen and build client relationships and promote your brand. However, if done wrong it can lose you subscribers, hurt your credibility and could even decrease revenue.
There are plenty of mistakes that COULD be made - here are five of the most common that should be avoided.
1. Misleading subject lines
The quickest way to kill trust is to use a click bait-style subject line that draws the reader in and gets them to open it, only for them to find that the email is either lacking substance or about something completely different. By doing this you will find yourself relegated to the spam folder, losing subscribers, and the credibility of your brand will be seriously shaken.
33% of email recipients open emails based on the subject line alone, so it is extremely important that you are able to back-up your killer subject lines with trustworthy content.
2. Forgetting to put in a CTA
So you have a catchy subject line and you have followed it up with enthralling content but the one thing you don’t have is a CTA (call to action). This is a huge fail. A good email campaign should get your reader to take some kind of action, whether it be clicking on a link to read a blog post, watching a video or making a purchase.
Over 100 billion business emails are sent and received every day, including many email marketing campaigns, and without a call to action you are simply adding to the clutter, running the risk of your message getting lost in the masses.
No call to action makes it difficult for your reader to act, and no matter how interested they are in the content you have sent them, if they have to do the work themselves to follow up, they may well not bother.
3. Sending emails that are not mobile-friendly
65% of all emails are opened first on a mobile device, which is reason enough to make sure your emails are mobile-friendly.
The average smartphone user checks their phone 150 times a day, so your email will get seen. However, if that email is not formatted in a mobile-friendly way, not only will you be unable to engage your reader, your email will probably end up junked or put on the back burner to look at once they are next on a desktop (and who knows when that will be?).
4. Not segmenting your list
When it comes to email marketing, one size definitely does not fit all. Not every customer needs the same thing and by not using the data that you have at your fingertips you will disengage your audience and lose out on potential revenue and strengthened relationships.
Mailchimp found that the click-through rate was 62.84% higher on segmented email campaigns than non-segmented: a significant difference which will make all the difference to your ROI.
Sending blanket email blasts is outdated and if you don’t segment your list and target specific groups you will not only be wasting your time by sending out a communication that is of little interest to a substantial part of your list, but you will also run the risk of losing subscribers.
Four out of ten email subscribers have reported that they’ve marked emails as spam simply because they were irrelevant, which is one of the main reasons why segmenting your list is key to a successful email campaign.
5. Not proofreading before sending
One of the quickest ways to lose credibility and turn a reader off is by sending them an email that is full of grammatical errors and spelling mistakes.
At no point should they be wondering why their name or their company name is spelled incorrectly, or why there are strange mistakes such as ‘%PRODUCTID%’ in the middle of the text created by database errors.
If you don’t have the good grace of running your email through spell checker and if you don’t take the time to proofread your email before sending, you will give the impression that you are careless and that the content you are sending is unreliable.