Email marketing is still a successful way “how to reach your customers.” Because everybody uses this marketing strategy to have a high conversion and open rate, and to be sure your emails aren’t sent to the spam folder, you need to understand which common mistakes you need to avoid are.
We pointed and explained eight ones that can cost you losing customers:
1. Subject Lines
Among the first mistakes in email marketing is the wrong subject line approach. Your subject lines need to be short and precise. Recommended subject line length is around 40 characters combined into seven words. Avoid upper case letters, exclamation symbols in red, or too many emojis because they can appear upsetting and irritating.
Engaging subject lines will get your recipient to open your email, and this is the first successful step in email marketing.
2. Optimize for Mobile
Today most of your customers tend to read emails on their mobile devices. Even if your email looks perfect on a desktop or laptop screen, test its appearance on a mobile device.
This couple of minutes of your time, and some extra work, will give you the advantage of having marketing emails optimized for mobile devices. Emails will have a clear look on every device your customer use.
3. Personalize Email Campaigns
To engage the audience in your drip campaign, you need to personalize your emails. It is not enough just to put a line like: Hello “customer name”; you will have to try harder. Content of your emails must be written respecting customer segmentation and appropriate to a targeting group you aim to reach.
Avoid “no-reply” emails because you will engage your audience more and have feedback if you allow your customer to reply.
4. Customers Segmentation
Don’t forget to use the effectiveness of customer segmentation. Use this process to sort your customers into appropriate groups defined by age, culture, gender, demographic structure, and buying preferences.
Send targeted emails to each group with the same preferences, and you will convert your audience into buying customers.
5. Calls to Action
Marketing emails must include the right Call to Action (CTA), which indicates the wanted action from your customers: to buy, to give an opinion and rate customer experience, to follow you on social media, etc.
Draw attention to the action that can be completed within a couple of clicks. Too much CTA will confuse or overwhelm your recipient, and they will delete your email.
6. Unprofessional Emails
Be careful what you write and how you write your email content. Avoid spelling mistakes, broken links to CTAs, and too many pictures. A received email has an option for not showing pictures, and if you are not careful, you recipients will just see “symbols” with a couple of unclear words.
So spend time on the right content of your marketing emails, use fewer images, be aware of their weight, and position images evenly thru your email content.
7. Over-sending Emails and Sending Emails at the Wrong Time
When sending emails to a targeted group, you need to know their preferences and needs. If your target audience is business people, send emails in the morning so they will be interested in the latest developments in the business world.
For leisure and fun emails, a good time to send is around noon, in time of a lunch break. Research shows that the best days for email marketing campaigns are Wednesdays and Fridays.
Avoid late-night emails since there is almost a 99% chance that those won’t be open. A lot of emails sent every day to the same customers will put them into a “spam folder.”
One way to avoid annoying readers with emails they’re not interested in is to ask them what sort of content they want to see. You can easily do this by adding options like tick-boxes to the email sign-up forms on your website.
8. Email Metrics
Use email marketing metrics to see click-through rate, subscription rate, and open email rate. You can’t have a successful email marketing campaign without using analytics.
Analytics will show the number of customers that go from your marketing email to your website, etc. Use email-marketing tools to have a successful campaign.
If you avoid common email marketing mistakes, your campaign will be successful. You will have loyal customers and an audience that trusts you. With that, your conversion rate will grow.