Email marketing still heavily dominates most companies’ digital marketing strategy and with good reason. 81% of rely on email as their primary customer acquisition channel, and 80% for retention. Here we listed the top email marketing mistakes to avoid for being successful.
As email marketing has become an integral part of everyday business, having a solid game plan whenever you send out an email to thousands of subscribers is the first step if you want to see a higher conversion rate.
Unfortunately, even if you follow every email marketing tip in the , there is always room for error. On the plus side, there are some really common email marketing mistakes that you can easily avoid.
This post is going to cover 9 of the most common email marketing mistakes I see companies make and how they can hurt your conversions. Solving some very small issues could help your business make more money online with the same amount of effort.
#1 The Content You Are Sending Out Is Not Focused Enough
This is where segmenting your email list comes in.
A good way to do this by creating multiple opt-in forms for various pages on your website.
This is because every lead you are trying to capture is different and needs help with different things.
Having different opt-in forms that offer different freebies is a good way to segment your audience.
How do you segment your audience?
Well, it really comes down to breaking your long list of email subscribers into tinier lists that will allow you to send them emails relevant to their interests.
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Gathering Dreams, a lifestyle blog, does this with all of their emails. If you take a look at their ‘meal prep recipes’ article, you will find a relevant opt-in form with a free meal planning freebie.
segmenting email marketing audience
On the other hand, if you take a look at their ‘saving money for travel’ article, they use a travel savings plan freebie to convince readers to subscribe to the email list.
Whenever someone subscribes to the ‘meal prep’ opt-in form, they will be added into a categorized list that could hypothetically be called ‘Food’. This will allow the owner of the website to only send food-related information to these subscribers instead of bombarding them with irrelevant emails.
A lot of companies make the mistake of sending emails that give readers no way to get in touch with them. They do not engage the reader in conversation and they never speak to the reader like a friend. This is a problem.
Would you like to be receiving constant emails from someone who won’t even let you reply?
You can be the one to start the conversation by asking a question at the end of your emails and linking to your social profiles. This is a good practice to make a habit out of.
This way your subscribers know they can reach out to you and you will become more than just a random company- you can become their friend. That is exactly what you want.
A good example of this is what Freya over at Collecting Cents does whenever she sends emails.
Bombarding Your Audience With Offers and No Actual Information
This happens all the time. You subscribe to an opt-in form hoping for awesome advice and great information but you only wind up receiving tons of emails that mention discounts and various reduced prices.
There is nothing wrong with promoting your services or products within an email but it needs to be alongside great information that you provide as well.
Constantly mentioning discounts and your own products without actually giving away anything of value for free will at best leave your subscriber annoyed and at worst push them to unsubscribe.
Let us assume you have an awesome freebie that you are offering people or have a greatly discounted product that is up for grabs. You decide to send over an email to your loyal subscribers to let them know and at the end of the email, you link to the product.
Unfortunately, if your link is hidden in a tiny piece of anchor text, there is a good chance a few of your email subscribers may find it hard to find. Think about people who are not comfortable using technology- would they be able to find your link?
Adding bright buttons or asking people to click on a picture to get to your landing page is a good way to make your call to action as clear as possible.
So, before you start writing your email, have a clear end goal in mind. This could be getting views on a new blog post, sending readers to your landing page, or getting them to take a survey.
You can then design your email in a way where you will guide your reader to the final action.
newsletter cta example
You will notice a few things:
They are making what you need to clear by including words like ‘Head here’ or ‘Click here’
They have very clearly highlighted the text that leads to the landing page.
They have repeatedly mentioned the CTA throughout their email.
These are some easy tips you can focus on when you are adding CTAs to your emails.
You will often hear this (bad) piece of advice- make your subject as interesting and wordy as possible so your subscribers want to open the email.
Sure, to a certain extent, having an interesting subject line is a good idea but if it gets to the point where your subscribers have no idea what your email is all about, it simply becomes annoying.
Always make sure you keep your subject line as honest and informative as possible. A lot of your subscribers will skim through their email subject lines before they decide which ones to open. You want to make sure they are opening yours.
Here are a few tips you will want to keep in mind when writing a subject line:
Keep it short
Make sure your subject line is going to fit in their view screen and not get cut off. There is no point in having an awesome subject line if your subscribers cannot read half of it.
You can even use chat acronyms if you are sending a casual, friendly email. This will help you reduce word count and keep your subject line short.
Use numbers when possible
Using data and numbers to emphasize the importance of what you are saying is always a good way to start. You can use numbers for pretty much anything- the percentage of the discount you are offering, a statistic from a case study, etc.