Operations19 Team • June 22, 2021 • 5 Min Read
So you’ve got a few subscribers for your email list and don’t know how to begin converting them into customers? In this article, we will list the common email marketing mistakes and how to avoid them.
Email marketing is a method of communicating with potential or existing clients. You can use it for several different things: promotions, updates, news, and order confirmations.
Most companies prefer email marketing as it is less intrusive and more time and cost-efficient. Email marketing is a form of direct marketing as it reaches customers directly without any third-party involvement.
Through email marketing, businesses send a commercial message to a group or groups of people with a specific outcome in mind.
Here’s what you need to know: Email marketing helps you create a target market plan. It has a proven record of building relationships with customers. Many businesses have quoted that email marketing is more efficient than social media marketing.
While some might argue that email marketing has gone obsolete, it still plays a crucial role in helping marketers communicate with the masses and measure the results of their efforts. In addition to this, emails are more cost and time-efficient than sending regular mail or making digital advertisements.
Email marketing is easy and adaptable. However, there are some of the most common mistakes that marketers make. This list will especially be helpful if you’re starting your freelance work. So, without further ado, let’s go through these common mistakes:
Not Focusing on the Subject Line
The subject line is the first thing a customer will see, and a boring subject line might not help your email stand out. The subject line will help determine whether or not your potential or existing customer will read your entire email.
Think of your subject line as your tagline; make it catchy, personalize it, inspire curiosity.
Failing to Add a Call to Action
Not putting a transparent and open call to action will cause your marketing plan to derail. What are you communicating with your client? What is the objective of your email marketing campaign?
1) Add CTA buttons or links at the end or in the middle of your email.
2) Use your CTA to direct your customers to a page on your website or a landing page
3) It will also be helpful to add a sense of urgency; use words like “buy now” and “read more.”
Not Understanding the Target Market
Being unable to understand your target market is one of the common mistakes that new freelance professionals make. Not specifying a target audience for email marketing can prove harmful and inefficient in the long run. What specific action do you want from which segment of your target market?
It is helpful to let your customer share their interests when they subscribe to your email list. Depending on the campaign, you can also review your customers’ buying patterns and attitudes to set a target market.
Neglecting Mobile Phone Users
Even if email marketing is easy and efficient, it can lose a massive chunk of the customers if the content is not optimized for mobile phones. Most users view their emails on smartphones. If the email content is not mobile optimized, it can get distorted on phone applications and confuse the audience.
Always remember to build your emails, keeping the mobile phone users in mind. Leave enough white space; make text and pictures readable and clear.
Selling Yourself Short or Selling Yourself Too Much
To connect with your audience at a personal level, show it in the tone of your content. If it’s too sales-heavy or straightforward, your customers won’t relate to the messages you want to convey. In contrast, if it’s too friendly and clichéd, your customer will perceive it as unprofessional.
Know your target audience and communicate in a personalized and friendly tone.
Scheduling Emails Regardless of the Time
Most businesses report that an email sent around 11 am triggers the most actions, but you shouldn’t stick to the same schedule. Depending on the target market, the timing of your emails matters a lot. Marketing professionals sometimes neglect this.
Feel free to experiment with the timings of your email campaigns, evaluate results, and come up with the best possible time to execute your email marketing plan.
Generic Company Emails
Using the generic, no-reply company email is fine, it gives your customers the wrong message. Instead of opening a conversation, it tells them you don’t want to communicate.
Use a personalized email to open conversations and develop long-term relationships with your clients.
How Many Emails are Too Many Emails?
If you’re sending emails too frequently, your customers will get annoyed and unsubscribe or mark your email as spam. In contrast, if you send too few emails, your brand will not gain the recognition you want.
Develop a plan, evaluate customers who unsubscribed, check dates and timings, and the tone of your messages. These things will help you plan your email marketing strategy accordingly.
Ignoring the Metrics
It is essential to check and monitor the results of your email marketing campaigns. Marketers often ignore metrics such as the click-through rate and the delivery rate. Don’t do that!
These metrics will help you plan or improve your subsequent email marketing campaigns.