It doesn’t matter what category of business you have or what industry you’re in, we are living in a digital and very virtual reality. This includes email marketing.
We rely on digital channels for communication, education, shopping and entertainment. This offers businesses endless opportunities for digital visibility. From social media and search engine marketing to content strategy and programmatic display advertising, majority of marketing is deployed online. For both B2B and B2C businesses, email remains unbeatable ROI in comparison to other digital marketing tactics.
To ensure success and optimal performance with your email marketing initiative, it’s important to begin with a purposeful digital strategy. Whether you are currently implementing email marketing, seeking email marketing services or looking to increase your knowledge of email best practices, it is critical to ensure you are avoiding the most common mistakes to see a valuable return on the email execution efforts.
Selling your product or service too hard – It’s important to foster and build a relationship with your customers. If every email you send tries to sell your products, your customer base is going to become disengaged. Find a balance. Establish a messaging mix relevant for each type of customer or target audience.
Forgetting to optimize for mobile – We’re on our phones all day and we have the analytics and device open rate data to prove it. The best emails give customers a great experience on both mobile and desktop to minimize unsubscribe rates and keep your target audience engaged.
Avoiding customer segmentation – Marketing is much more effective when the message is targeted. It’s important to gather demographic information such as age and gender, and also dive deeper to understand where they are within your customer journey, their behaviors, motivators and segmenting them for effective, targeted email communication.
Neglecting the analytics – It’s crucial to leverage your email performance analytics to generate consistent, engaging email marketing campaigns and continually optimize them. When you’re not monitoring analytics, it becomes difficult to develop and improve your email marketing strategy.
Forgetting personalization measures – The best way to engage your audience it to create personalized messages. Personalization can be anything from segmented email campaigns to including the person’s name in the subject line. By adding personalization, you have a better chance of converting them into a paying customer.
Disregarding the email subject line – Email marketing campaigns are often derailed by ineffective email subject lines. Because consumers are served dozens of emails daily, it’s important to stand out among your direct and indirect competitors. Emails, no matter the goal, must make an impact and encourage recipient engagement and conversion.
Email marketing is alive and thriving. Creating an effective email marketing strategy and adhering to email campaign best practices allows businesses to reach and connect with your target audience while increasing customer loyalty.
If your organization has fallen victim to one or more of these avoidable email mistakes, take the time to correct them and consistently evaluate the increased performance. Identifying them is the hardest step. But now that you know what needs to be done, you can make those adjustments and apply the changes to your email marketing strategy.
If you or your company is looking for assistance at this time, you can connect with us to learn more about our marketing and advising services!