Email marketing is still heavily dominating most companies’ digital marketing strategy and with good reasons too. 81% of the SMBs are dependant on the email as their primary acquisition channel for customer, and about 80% for the retention. Here we have listed some of the top email marketing mistakes that you should avoid to become successful.
As the email marketing has become a very integral part of our everyday business, having a strong game plan whenever you want to send out an email to thousands of subscribers is the first step if you are going to see a higher conversion rate from your recipient.
Unfortunately, even if you are following every email marketing tip that you see in the rulebook, there can always be room for error. On the plus side, there are still some common email marketing errors that you can easily avoid.
1. The Content You Are About To Send Out Is Not Focused Enough
A lot of companies do make this silly mistake of sending out the same email to all their subscribers. It is highly unlikely that everybody you have on your email list is interested in the same content though.
This is why it is advisable that you need to segment your email. A good way to segment your email is by creating multiple opt-in forms for different pages on your website.
Reason be that every lead that you are trying to capture is different and they needs help with different things. Having different opt-in forms that offer different types of freebies is a good way to start segmenting your audience.
How To Segment Your Audience
Well, it all boils down to you breaking your long list of email subscribers into tinier lists that will enable you to send them emails that are relevant to their interests.
Gathering Dreams, which is a lifestyle blog, does this very well with all of their emails. If you check their ‘meal prep recipes’ article, you will discover a relevant opt-in form that has a free meal planning freebie.
Segmenting Email Marketing Audience
Looking at the other hand, if you check at their ‘saving money for travel’ article, you’ll see that they use a travel savings plan freebie to convince their readers to subscribe to the email list.
Whenever somebody subscribes to the ‘meal prep’ opt-in form, the person will be added into a categorized list that that they have already created, could hypothetically be called ‘Food’. This will enable the owner of the website to send only any food related information to these set of subscribers instead of bombarding them with all sort of irrelevant emails.
In the long-run, if you segment your email lists, it will increase your conversion rate and decrease the count of your subscribers.
2. Having One Way Conversation
A lot of different companies make the mistake of sending out emails that give the readers no chance or room to get in touch with them. They do not engage the reader in any conversation at all and they never speak to the reader just as a friend. This is not good at all and it’s a real problem.
The fact is, you would not like to be receiving constant emails from somebody that won’t even let you reply. The first thing that you will need to keep in mind is that you should not make the mistake of sending an email with one of those [email protected] kind of addresses. Instead, you should try to be very personable.
Make use of emails that include names like [email protected] and you should also make sure that your subscribers are aware that you are always available to have a quick chat. You can still be the one to start the conversation simply by asking a question at the end of your emails and then linking them to your social profiles. This is a very good practice to make a nice habit out of.
This way your subscribers are aware that they can reach out to you and you will become more than just any company and you can become a friend to them. This is exactly what you should be pursuing.
3. Bombarding Your Audience With Various Offers and Having No Actual Information
This happens almost all the time. You will subscribe to an opt-in form with the hope of an awesome advice and great information but you only for you to wind up receiving tons of emails that are mentioning discounts and various reduced prices.
There is nothing wrong if you want to promote your services or products within an email but it needs to be together alongside your great information that you have provided as well.
This can either be an awesome infographic that you have made by using graphic design software, an informative video that your subscribers might find interesting, or a link to a useful blog post.