If you are a business owner, you make use of email marketing to stay in contact with your customers and the nurture leads. After taking a close look at the internal data and numerous outside case studies, it is very clear that email is one of the most effective ways you can build rapport, increase your sales, and also grow your business.
Globally, over 4 billion people make use of the email to stay in contact with their friends and their brands. This broad reach means that you will have no problem connecting with your target audience.
But this benefits do not end there.
Viewing from a financial standpoint, email itself gives businesses an average return on investments of about 4,440%! It is easy to see that there are crystal clear benefits to using the email as a marketing tool, but you need to get it right.
The problem that is associated with this type of marketing is that there are a tons of factors you will need to take into consideration if you really want to maximize your results.
We will focus today on some of the most common mistakes that people make when they are implementing email marketing. We will tell you how they can negatively impact your business, and also reveal what you can do to help you fix these issues.
Let us start!
1. Forgetting to Push for More Signups
The first problem that marketers run into is their list eventually becoming stagnant. It can feel very discouraging when you are sending emails to the same set of hundreds of people every week, especially when there is a noticeable dip in your open rate and your conversions.
You will have to push for more email subscriptions actively, or you will just see that your list will remain stagnant. Imagine you having a list, but your users have to navigate through three pages just to find where your registration form is. Do you think that this tactic will get you more conversions?
Luckily, there are just a few ways to fix this problem. First, we will suggest that you put an opt-in email subscription form on almost all the pages of your website. You can add the form easily to the sidebar of your website. Now, when somebody enters your blog, your product page, or your features section, they can just sign up without navigating all over the pages.
It is also possible for you to push for more signups by creating a lead magnet. The Lead magnets are pieces of content or you can call them special offers that users get for subscribing. Some businesses create an in-depth guide with the checklists; others even offer promotions, like a 30% for their first-time customers. The type of lead magnet you are going to pick will depend on your industry, your audience, and your products.
2. Failure to (Quickly) Keep To Your Promises
While we are still on the topic of the lead magnets, let us talk about how failing to send out your “lead magnet” after they subscribes. These can damage your reputation and it can cause a severe drop in conversions. Once somebody subscribes to your list, you should give their lead magnet, or at the very least of it, a welcome email.
Consumers are subscribed to your email newsletters from different brands across all industries. You need to get their attention fast, or your subscribers could just skip over your emails in the future.
So, if somebody signs up because they want to get your guide on fly fishing, for example, you have to program a drip campaign to send out your lead magnet automatically. Once the user gets the content or the offer, they can then decide if they enjoy the quality of your content and if they want to stay subscribed.
3. Poor Email Deliverability
When people start thinking about email as a marketing tool, they hardly consider the deliverability factor. You could have many thousands of leads, but if you have only 10% of your messages going through, then you are at a severe disadvantage.
The average email deliverability rate is at 79.6%, which may be surprising to those who are thinking that every email was landing in the recipient’s inbox.
Several factors can impact if your emails are going to their destination. The first thing you will have to do is to authenticate your email domain. If you fail to carry out this step, it is easier for somebody to impersonate your brand, resulting in plenty messages getting marked as spam.
Worse still, if somebody manages to fool one of your customers and then steals their data, do you think that those customers would want to associate with your company again? They likely would not because of their poor experience with somebody that pretended to be you. These people are also likely to tell others about what they have experienced, which could reduce your future conversions.
You should also avoid buying the lead lists and to keep your existing list clean every six months. These steps will enable you know that you are only sending emails to customers who want to contact your company.