Email Marketing Mistakes to Avoid

By Dr Daleen Smal | Email Marketing

Nov 28
Email Marketing Mistakes to Avoid

Sure, there are other ways to generate leads for your business, but email marketing remains the most powerful when it comes to getting leads. The benefits of using email marketing to collect leads are superior to other methods, like social media or search channels. It‘s one of the main reasons why most businesses use email as a tool in their marketing strategy.

The reason why email has been so successful in marketing is that everybody uses email. This makes it crucial to use for any business to grow the number of leads. Your business will have the ability to reach out to a larger audience. To convince you even more, look at the statistics. It is a well-known fact that every $1 spent on email marketing can bring in a return of around $44.

Almost everybody with access to the internet checks their email first thing in the morning. Email marketing is also 40 times better than social media to convert new customers. It’s another reason why you should be using email.

Email does provide you with a direct line to your customers. For increasing the efficiency of your email marketing strategy, there is not a one-formula-fits-all. There are some tried and tested ways to improve your reach by tweaking your email marketing strategy.

If you have been wondering how to make your email campaign successful, then you’re at the right place. Here, are some email marketing strategy tips to improve the reach and efficiency of your email campaigns.

1. Have Clarity On Your Email Marketing Goals

Every successful business begins with a goal. The same can be said for your email marketing strategy. To run a successful email marketing campaign, you will need to set goals.

More importantly, you must set realistic goals that are achievable within a specific time to measure your success. What do you want to achieve with your email marketing efforts?

Here are some of the common factors that prompt business owners to use email as part of their marketing strategy:

Welcoming New Customers

The customer doesn’t need to buy from you to be acknowledged. A successful email marketing campaign is an ideal way to reach out to your new subscribers. They may or may not be interested in purchasing now. But they might be curious about what your brand has to offer.

Welcoming new subscribers into your tribe is a great way to show them you care about them. It also provides you with the perfect opportunity to tell them more about your business. It’s a great way to share with them the values that are the driving force behind your brand.

Nurture Existing Clients

Welcoming new subscribers demonstrates you are interested in them and want to help solve a certain pain point they are facing. But don’t neglect those who have already subscribed to your service. Using email is a great way to bring in new customers and nurturing your existing customers.

One of the ways in which email can be used to nurture existing clients is by offering them a free gift, like an eBook or informative article. You may also offer loyal customers discounts on your new products. Make sure that what you offer is something of value. You want to show your appreciation and a useless gift won’t do that.

Boosts Engagement

Emails give you a way to boost customer engagement that other forms of marketing cannot. Emails have the ability to boost engagement, whether you are promoting a new product, a webinar or special event. The better you help engagement along, the higher the level of interest and conversions.

Re-Engaging Previous Subscribers

Once you have an email list of subscribers, chances are not all the subscribers are going to remain active forever. That’s a normal occurrence. People change their mind, or do not have the time to engage. This is where email marketing can be helpful. Use email to re-engage subscribers who are no longer active for whatever reason.

With the many applications on smartphones, some people forget which services they've subscribed to. You can use personalized emails to pique the interest of those inactive subscribers.

Sometimes, your subscribers just need a nudge in the right direction. Emails are perfect for this task.

When you have something an inactive subscriber might like, you can send them an email to get their attention. Engage your audience by asking for their suggestions.

Summary:

  • Reach out and welcome all new subscribers. They may not buy now but later. 
  • Nurture your existing customers. Think of ways to show your appreciation for their loyal support. 
  • Boost engagement with customers via email. More and better engagements lead to more sales. 
  • Use email to re-engage subscribers who are no longer active for whatever reason.

2. What’s Your Type?

Using email as part of your marketing campaign is all fine and dandy. But do you know all the types of emails that you can use as part of your strategy? There are various ways to group emails. Here are three basic categories of emails you can use as a strategy to promote your business:

Promotional Emails

Most of us are already aware of this type of email. In these emails, you talk about special offers, sales, and other promotional content. The idea behind this type of content is to get the reader interested in your business and what you have to offer.

This is also where you must use your most impressive content to influence the reader and get them to buy. You want them to at least visit your website to get more information on your product or service.

Relational Emails

In this type of email, you give subscribers what they have subscribed for. This could be a weekly or monthly newsletter or a gift. It can be any information that’s relevant to your particular niche. The most crucial element is you must provide them with value. It must be useful to your reader or solve a certain pain point of the reader.

Transactional Emails

The third type of email is the transactional email. It usually consists of welcome messages, acknowledgments, order confirmations, and sign up confirmations. Transactional emails provide the subscriber with information about their purchase. The actions of the subscriber trigger the sending of a transactional email. In other words, a transactional email is your business’s reaction to the subscriber’s action.

Summary:

  • The idea behind promotional emails is to get the reader interested in your business and what you have to offer.
  • The most crucial element in relational emails is you must provide customers with value. It must be useful to your reader or solve a certain pain point of the reader.
  • TRansactional emails usually consists of welcome messages, acknowledgments, order confirmations, and sign up confirmations.

3. Know Your Audience

It is important to know your audience. They are the people who are receiving your emails. When you start your business, you must have an idea of who your audience is. It is not effective to talk to the world in general. You must be specific and describe your ideal customer in detail.

This is going to be the perfect customer for your product or service. You may think about demographics. Consider age, gender, occupation, location, hobbies, needs, and any other factor that will help you. The more helpful information will be a psychological picture of your ideal customer. What are they thinking and feeling concerning the products or service you provide?   What are their pain and desires? Don’t worry if it's not perfect. You’ll be collecting customer information all the time and give you real data to work with.

An ideal customer profile helps you to get on target with your email marketing campaign. Use Google Analytics or Facebook Analytics to gather more information about your audience's interest.

The better you understand your audience's pain and desires, the better your email content. You use audience information to connect with your audience and be of greater service to them.

Summary:

  • You must have an idea of who your audience is. You must be specific and describe your ideal customer in detail.
  • An ideal customer profile helps you to get on target with your email marketing campaign. 
  • You use audience information to connect with your audience and be of greater service to them.

4. Using the Right Email Marketing Software

For a successful email marketing campaign, you must leverage your digital content using an email marketing software. This will provide you with all the essential tools to reach out to a larger audience. Your valuable contact will impact more people.

There are many options when it comes to the email marketing software you can use. You should use software that makes it easy for you to create and automate your email campaigns. Professional email marketing services such as ConvertKit have a range of features you can use to your advantage.

Your email marketing services must integrate with online platforms such as OptinMonster and WordPress. It must offer ways to segment your audience list. You want to be able to send different emails to different subscribers.  Your email marketing service must provide in-depth analytics on the performance of your email marketing efforts. You need the capability to identify areas functioning well and areas that need tweaking.

Summary:

  • Email marketing software will provide you with all the essential tools to reach out to a larger audience. 
  • Use software that makes it easy for you to create and automate your email campaigns

5. Create Attractive Optins

If you want more subscribers to your email list you need to create attractive optin forms. The form must grab the audience’s attention and encourage them to sign-up. When using optin forms, get one on your website as soon as possible. Keep experimenting with different types of optin forms. Only through experimentation will you discover what "speaks" to your audience. You can use optin forms on various parts of your website:

Welcome Gates

These appear when the visitor first arrives on your site. Using this feature will make sure that your visitors go directly to the most valuable content on your site. This will increase the chances of a visitor subscribing for the service or buy something.

Lightbox Popups

The beauty of using lightbox popups is that they can be set to appear on any page of your site. You can set it to block out the rest of the content on the page. The visitor’s attention is focused on the information in the popup. Lightbox popups have been particularly effective in converting visitors.

Exit-Intent Popups

As the name implies, an exit-intent popup appears on the page when the visitor is about to leave. If you want to use email marketing as part of your marketing strategy use exit-intent popups. They are great for offering lead magnets to hook in the visitor.

Summary:

  • Welcome gates appear when the visitor first arrives on your site.
  • Lightbox popups have been particularly effective in converting visitors.
  • Exit-Intent popups are great for offering lead magnets to hook in the visitor.

6. Plan Your Emails and Follow Ups

One of the major email marketing mistakes to avoid is not having a plan. First, know what your goals are and who your ideal customer is. Then decide which email type to use and what your plan of action for your email marketing campaign is. The number one goal is always to create relevant, interesting and valuable content for your audience.

It is important not to overwhelm your subscribers by flooding their inbox. It will only annoy them, or worse, will send your emails straight to their spam folder. Instead of guessing what time is right to send your subscribers emails, just ask them for their input. You can use a fun poll or customer survey. Offer a gift like an eBook or newsletter in return for their time to complete the survey.

Summary:

  • You must know what your goals are and who your ideal customer is.
  • Decide on your plan of action for your email marketing campaign is.
  •  Don't overwhelm your subscribers by flooding their inbox. Be strategic about your email marketing campaigns. 

7. Subject Line and Copy

Creating a compelling subject line for your emails is a skill that only grows with experience. Like the headline of your blog post, you must have an interesting subject line if you want to have a good open rate. The ideal subject line seems to be between the range of 40 to 50 characters.

When it comes to the copy of your emails, it's crucial to create the hook right at the start. Your hook must capture the attention of the reader and create enough interest to read the rest of your email. In promotional emails, don't start pitching too early. You don't want to come across as pushy. Use the call to action (CTA) at least three times in your copy.

Summary:

  • You must have an interesting subject line if you want to have a good open rate. 
  • It's crucial to create the hook right at the start.
  • Use the call to action (CTA) at least three times in your copy.

8. Test and Tweak

To have a successful email marketing campaign you will need to test everything. Test the design of the email, the layout, keywords, subject line, copy, and CTA.

Keep an eye on the email analytics of your service provider. Look for crucial information on the number of subscribers, clicks, forwards and unsubscribes.

Summary:

  • Test everything. 
  • Keep an eye on your analytics so you can improve and optimize. 

Conclusion

I’ve given you some helpful tips on using email marketing as a strategy to boost your business profits. Irrespective of what people may say, email marketing remains one of the best strategies with the highest ROI in business.

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