Email marketing can be very successful. Sending thorough and engaging emails can help you retain customers, bring in new clients, and promote lesser-known aspects of your business. People usually spend about 2.5 hours a day checking their emails, so the chances that you will engage with someone on any given day are quite good. Unfortunately, if you’re spending out confusing or unattractive emails, you may end up losing customers. If you’re hoping to give your email marketing techniques a boost, here are five mistakes you’ll want to avoid.
#1: Sending Too Many Emails.
Consumers are bombarded with emails and they’ve gotten pretty good at weeding out the spam. If you’re constantly sending emails, your customers will quickly hit “unsubscribe.” A daily email is almost always inappropriate. If you wouldn’t email your friends every day, don’t email your customers that often. If you want to promote a new deal or service, wait until it’s time for your weekly or monthly newsletter. Your customers are more likely to see the news if you’re not spamming them with daily correspondence.
#2: Promoting Ineffective Content.
Your email campaigns obviously need to have a purpose. What are you trying to accomplish with your blasts? Do you want people to visit your store or website? Are you looking to promote an upcoming event? The purpose and goal should drive your email, but you’ll also need to make sure that whatever you’re promoting is ready to go. For example, you don’t want to send out an email about a sale in your store if you haven’t marked down the clothes yet.
Similarly, you don’t want to send a note encouraging customers to visit your website if it’s not ready to go. Work with a company like LinkLaboratory to ensure your website is ready to engage customers. They’ll help you improve your site and create content tailored specifically to your business’s needs. Combining this work with a great email campaign will help grow your company and customer base.
#3: Sending Unreadable or Unattractive Emails.
You should do everything you can to avoid making this mistake. Unreadable and unattractive emails will lead to a pretty immediate “unsubscribe.” No one wants to spend time trying to dissect a poorly-formatted email, especially if it’s from a company they’re not too familiar with. Make your campaigns successful by creating colorful and well-formatted newsletters.
Include pictures, create blocks of texts with headers, and include your company’s logo. Even if someone isn’t familiar with your brand, they might still take the time to read your email if a fun picture or attractive header catches their eye.
#4: Failing to Engage Readers.
Similarly, you need to engage readers quickly. You can do this by crafting a catchy and eye-grabbing subject line. If you own a boutique, an email with the subject line “You’ll love this gorgeous summer look” will make your buyers click. After grabbing their attention with a great headline, you can usually save the interesting content for the end of the email.
If they’re really interested in that summer outfit, they’ll keep reading until they get to it. But if your subject line isn’t engaging enough and they don’t see what they’re looking for at the beginning of the email, they’ll stop reading. You have to keep readers engaged the entire time, so don’t include any unnecessary information in your email blasts.
#5: Not Individualizing Content.
While some companies might have very similar customers across the board (a running store, for example, can always market to runners), other businesses will want to individualize their content more. You can use customers’ shopping habits to influence the content they receive. If someone is always purchasing face masks from your boutique, they’re probably interested in more skincare. Use your customers’ past purchases to individualize the email campaigns they’re apart of. This will help you keep customers and clients engaged.
With the right knowledge and resources, you can easily avoid these five mistakes. Craft great email campaigns and link to amazing content. You’ll see an increase in sales in no time.
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