There have been studies showing email marketing to offer higher ROI than any other digital platform. This may come as a surprise to those who think email has become a bit passé, but we’ll vouch for it: When done properly, email can be just as effective as social media or video marketing for boosting website traffic and brand loyalty.
You’ll notice a key qualifier there: when done properly. Sadly, a lot of business owners invest time and money into email, but never really see the payoff. This is because working email marketing effectively takes both strategy and follow-through, and there are many ways in which it can go wrong.
We’ll show you some of those wrong ways, in hopes of helping you avoid them and really get optimal value from your marketing emails.
Where Email Marketing Goes Wrong1. Buying an email list. This is the quickest way to get your emails shuffled off into the Spam folder. If you want your email marketing to work, you’ve got to direct it at actual buyers from your target demographic, not just names on a list you bought.
2. Your emails aren’t mobile friendly. You’d be amazed how often marketing emails look bad on a mobile device, despite the fact that most recipients check their emails on mobile devices only. Using a professional email marketing platform can ensure mobile readiness.
3. Using clickbait subject lines. Your subject line should convey value and instill trust. Simply state what the user can expect to find in the email, and how he or she will benefit. There’s no need for used car salesman shtick.
4. Writing headlines that are too long. Honestly? Anything more than seven words or so is probably going to be a little much.
5. Not providing substance in the email itself. Your content should impart real value to the reader—whether that means educating, informing, or making a meaningful offer, such as a discount or promo code.
6. Emailing too often. Your email recipients don’t want to feel bombarded. There’s not necessarily a magic number here—some companies send emails weekly, others a couple of times a month, others just quarterly—but be mindful not to overwhelm or fatigue your recipients.
7. Emailing inconsistently. Along the same lines, avoid emailing 10 times in a week, then having radio silence for a month. Allow your readers to know roughly when they can expect emails from you. Have a schedule, and stick with it.
8. Omitting a CTA. Every email you send, just like every blog you post, should have a clear call to action, leading your reader through the sales journey.
9. Not sending a welcome message. When someone signs up to be part of your email marketing list, he or she wants to get some word of confirmation—so have a welcome letter all ready to go.
10. Not including a way to unsubscribe. While you obviously don’t want people to take their name off your email list, it is nevertheless important to let them know that they have a way out.
Get Email Marketing Right
There are clearly some potholes you’ll need to dodge, but if you do so, you can get serious value out of an email marketing campaign. And one of the best ways to avoid these blunders? Work with an experienced marketing company.
We’d love to help. Driven2020 takes a results-oriented approach to email marketing, and we’ll avoid the things that detract from your goals or objectives. Learn more about getting email marketing right by reaching out to the team at Driven2020.