Email marketing is one of those things that companies either do well or they do badly. There are a number of reasons for this, but in recent times some very common mistakes have come to light for experts and analysts around the world. In this article we will look at a few aspects of email marketing that you would do well to avoid if you’re going to make a success of your efforts.
Follow these ideas carefully and avoid the mistakes that we talk about and you should be well placed to deliver email campaigns that are not only opened and read, but also lead to action on the part of your subscribers.
Tip #1: Our first piece of advice is very simple. People are busy. We know that as marketers and it seems that people appear to have less and less free time in their day, and it’s true to say that most people don’t look at an email for longer than five seconds. They will give you even less time if you send spam. Spam is basically email that is obviously sales driven and is repeatedly sent to the same person. If you’re thinking of sending spam please think twice. In some parts of the world it is actually against the law, and no matter what happens, it will do nothing for your company’s reputation. You may see a quick surge in sales from your spamming efforts but in the long run, you’ll see people hitting the send to spam and unsubscribe button faster than you can gain subscribers and you’ll soon discover your whole spammy business model is completely flawed.
Tip #2: When you are creating a call to action, one of the biggest mistakes that people make is to create calls to action that are way too long. You want succinct and precise, and benefit laden. What you don’t want is lengthy 2 to 3 sentence paragraphs that essentially bore the reader to tears. Make your call to action short and urgent and you will see the benefit.
Tip #3: Always be testing your analytics. You need to know which emails are being opened and which are delivering clicks to your website. This is something you simply cannot ignore. No matter the size of your list, you need to know how many people are opening those emails. If you don’t there’s a very big chance that you will keep sending out emails that are ignored. You can also play around with your subject lines and so on if you know what works and what doesn’t. Don’t become lazy (like some) and just see a 20% open rate, settle for that and continue. If it’s not 100% then there’s room for improvement. Yes, you and I both know that a 100% open rate is highly unlikely to ever be achieved but that’s where you should be striving for. You should be tweaking those subject lines until you get it as high as possibly can.
Tip #4: Finally, and this is a big issue, please don’t ignore current marketing trends. Email marketing is very much alive and well, but if you ignore the current market trends and the news about email marketing you will fall behind quickly. Like most aspects of online marketing, email marketing changes on a monthly basis. Read up on your subject, become an expert, or fall behind. There’s constantly data coming out about whether to personalise or not, whether to use capitalisation or punctuation in subject lines. Should you emails be longer or shorter? And so on… Keep an eye out for this data!
Email marketing is not dead. In fact, many companies are finding it is something that they feel comfortable with and are hoping to improve their efforts in as they continue to see an incredible ROI on their efforts. But make sure that you work hard to follow the previous tips in this article, because email marketing can be a nightmare and can be treated as spam if you’re not careful. Take your time, and commit to email marketing in the long term and you should be fine.