If targeted correctly and
message crafted aptly, e-marketing can help you deliver the
right Here are the top 10 email marketing mistakes that people
overlook. Read on to see if you are committing any of these:
Email marketing mistake # 1: Not
framing the offer correctly: Oftentimes people
run marketing campaigns with convoluted message and then
cry later for low response rate. Mostly the problem lies
in the message. Your offer should stand out and speak
for itself. Your subject line, headline, opening line,
body copy, closing line, call to action and graphics
should all point towards your single offer. The offer
should entice the recipient to take the next step.
Email marketing mistake # 2: Marketing
to everyone: Most companies compile a huge database
of customers and prospects and then suddenly run a bulk
email campaign only to realize later that it didn’t
generate good response. Today, every customer wants special
attention to his needs. To know your customer’s requirements
and delighting him by offering unexpected benefits will
surely bring him to you, or create positive interest towards
your brand. Create groups of prospects based on geography,
industry, product bought, company revenue, etc. and send
customized messages to each group. Personalize each message
by using the recipient’s first name and company name
in the mail content.
Email marketing mistake # 3: Not
selling to existing customers: People often overlook
the value of existing customers. Existing customers can
help you boost your average sales volume, increase number
of multiple purchases and provide referrals. Email marketing
is a good way to convert your one-time customer into a
loyal one by enticing him for repeat purchase. When you
already have some knowledge about the customer –
you can adapt your message appropriately and hit the right
buttons.
Email marketing mistake # 4: Launching
campaigns without preparing: Email marketing might
sound as simple as an email message and a list to send
that message to, but it requires a lot of efforts and planning.
Marketers usually don’t plan ahead, some don’t
even know what they want to achieve through the campaign.
Organize and plan you email marketing campaign before you
execute it, so that when you do, it gives you results better
than the previous initiatives. This includes setting measurable
goals, fine-tuning the message, cleaning the list, creating
target groups, making the website receptive, and much more.
Email marketing mistake # 5: Not
supporting email marketing with other initiatives:
Marketers fail to realize that email marketing is not a
stand-alone activity. It generates optimum results when
it is coupled with various other online and offline initiatives
such as banner advertising, PPC campaigns, direct mail
marketing, telemarketing, event participation, PR, and
more. Another critical point is – you should not
expect rocketing results from just one campaign. Consider
your first email as an icebreaker; the results will flow
later.
Email marketing mistake # 6: Not
timing the campaign correctly: If you overlook timing,
you can loose many prospective leads. Timing is very critical
for email marketing. For instance, your message reaches
the prospect on a Monday morning, when his mailbox is flooded
with hundreds of junk and official mails. He is busy, so
he ignores your message and moves on. If timed incorrectly,
your campaign results will be halved. According to your
target audience, time your campaign based on time of the
day, day of the week, date, month and season. You can boost
response if you catch the right person in the right mood.
Email marketing mistake # 7: Using
the old-worn out list: Many companies keep collecting
their database for months or years and then decide to run
a campaign. What they don’t realize is that most
records won’t work and so they receive innumerable
bounce-backs. It is important to check and verify your
database before running a campaign. Remove all contacts
who had asked to unsubscribe in the past. Add new contacts
to your list to keep the number growing, append all missing
information so that your database remains complete, and
do regular sanity check for your list to remove all errors
and multiple entries.
Email marketing mistake # 8: Not
checking for email delivery: Spam filters are getting
increasingly strict every day. If your message doesn’t
reach your audience, then your campaign will fall flat.
You have to pay attention to all the spam rules and follow
CAN spam act. Check your content, domain name, ISP for
spam before running the campaign. Test it by sending your
email message to different yahoo, hotmail, and gmail ids.
Email marketing mistake # 9: Running
the campaign without testing: Test your email before
it’s too late. Testing is essential for finding out
design errors, content errors, layout errors, delivery
problems, etc. You can test which subject lines/headlines
perform better by running a sample survey. Send your email
to different mailboxes and see if it gets delivered correctly.
Also check your message in all web browsers and make necessary
adjustments. You will surely uncover some critical aspects
by running a test.
Email marketing mistake # 10: Not
measuring the results: Most marketers run many email
campaigns, but they fail to carry forward the learnings
from previous campaigns to the next ones. In order to get
the most out of your email marketing initiatives, measure
your results in an in-depth manner to understand all facets
of your campaign and arrive at a formula that works best
for you.
Don’t commit the mistakes others are paying for. Avoid
them and make your email campaign boost response rates and
generate profit for your business.
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