What Not To Do With Email Marketing - Win The Wealth Game

What Not To Do With Email Marketing

By Dr. Daleen Smal | Email Marketing

Oct 28
What Not To Do With Email Marketing

Email marketing continues to be an important component of any business marketing strategy. That is if it’s done the right way. In fact, according to research, 95% of respondents rated it as “important” to their organization.

Competition to get noticed in the inbox of subscribers remains fierce. Some things you do or don’t do can either make or break your email marketing efforts.

Here, I’m going to take a quick look at some of the things you must do’s and those that you must avoid in email marketing.

Email marketing continues to be an important component of any business marketing strategy. That is if it’s done the right way. In fact, according to research, 95% of respondents rated it as “important” to their organization.

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1. Do’s Of Email Marketing

Let's first look at what you should do to be successful with an email marketing strategy in your business.  

Start With A Goal

Before writing anything, you must set clear objectives for your message. What do you want your readers to do once they receive your emails?

This is an important question for any business owner to ask. You shouldn’t move forward with your email marketing campaign unless you’ve found the answer to this question.  

Track Metrics

Email marketing is a volume game. Those who have the most engaged subscribers win. Apart from using email design best practices, you must also track important metrics. Conducting A/B split testing on your emails is a never-ending activity for any business.

When carrying out A/B testing, some of the fields to pay attention to are the subject line, image placement, and design of your emails. This will give you an idea of how well you are doing and how you can improve your results.

Paying close attention to the data from your previous email marketing campaign will help you avoid the same mistakes.

Segment Your List

You wouldn’t want to send emails out to every single person on your email list. If so, you would have to use generic emails. It will be difficult to make those emails relevant to all the recipients.

This is why segmentation is important for your email list. You can send targeting email messages to the relevant subscribers and lead to better results for your email campaign.

Keep Track of Bounce Rates

While you track the bounce rates of your website and marketing campaigns, pay attention to the statistics for each segment. If your bounce rates are too high, your domain might be flagged with a bad sender warning. This can damage your online marketing efforts.

Key Points:

  • Don’t move forward with your email marketing campaign unless you’ve decided what your goal is.   
  • Track important metrics so you know what's working and what's not. 
  • Segment your list to send targeted messages to the right people. 
  • Pay attention to your bounce rate for every segment.

2. Don’t Do This In Email Marketing

Now that we’re covered some practices to generate more leads it’s time to look at the things to avoid in email marketing.

Take Mobile For Granted

When thinking about what not to do with email marketing, the first thing that comes to mind is not taking mobile seriously.  If you are only optimizing your emails for PCs and laptops then you are leaving money on the table.

You must reach out to the huge audience on mobile. According to research, emails are read on mobile devices at least 50% of the time. Use a responsive design that can display your emails readable on many types of screens, from PC to mobile.

Breaking Spam Laws

When it comes to email marketing, we’ve come a long way from the digital wild west era of more than a decade ago. After the USA Congress passed the CAN-SPAM Act in 2003, that law enforced several restrictions that apply to email marketing.

One of the restrictions outlined was to not use false or misleading information in your emails. You must always include a valid postal address. Importantly, you must have prompts for opt-outs.

So, learn more about the anti-spam laws, both in the USA and whichever country you are using email marketing.

Buying Email Lists

While this might be an easy go-to option, buying email lists doesn’t give you what you’re hoping to achieve. What you can buy aren’t quality lists. Usually, bought lists don’t convert into sales because there is no trust or relationship between you and will end up hurting the standing of your domain. 

Rather use best practices to generate email leads on your website. It may take longer but you will have a quality email list.  Email marketing works best when you send relevant emails to people who know, like, and trust you and are interested in your product or service.

It goes almost without saying that you never sell your email list to anyone out of respect for your customers. They opted in to receive information from you, not from every Tom, Dick, and Harry.

Key Points:

  • Use a responsive design that can display your emails readable on many types of screens, from PC to mobile.
  • Learn more about the anti-spam laws in every country you market in. 
  • You can't buy a quality email list. Take time and build your own quality list of people who have opted in on your website. 

Conclusion

I have highlighted a few things to do and not to do in your email marketing campaigns. Email marketing is an important strategy for any organization.

Make sure you do it the right way to benefit the most. It’s not only good for you but also your customers if you serve them well through email.

Learn More

Do you want to learn more about effective email copywriting?

In our learn-on-demand course Email Copywriting Made Easy you'll bring your email marketing to the next level.

Perhaps you are struggling with email marketing and are frustrated with the results you get. You want your readers to open your emails, read them all the way through, and then take action.

This course shows you best practices in email copywriting to skyrocket engagement and sales.

Head over to our course to learn more about the course and then decide if you want to sign up. 

Learn More About Email Copywriting

Do you already use autoresponder email series and how are they converting? Please share your tips and tricks in the comments.

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