Email Marketing Mistakes
You could be making some major email marketing mistakes without even realizing it. Email marketing should be an essential part of your overall strategy for your website. Not only does it enable you to stay in touch with your customers, but it also enables you to convert other subscribers into customers too. There are so many benefits of email marketing that you would be crazy to not try it and many eCommerce retailers swear by it.
The problem is that when people first try their hand at email marketing they are very likely to commit some crucial errors. This is largely due to the fact that they do not perform any research on how to do email marketing and just simply start sending emails once they have built a list of subscribers. This isn’t to say that this doesn’t work, but taking the time to learn about email marketing could give you positive results sooner without having to make bad errors along the way. So, before you get started, take a look at some of the biggest email marketing mistakes you could make.
Top Email Marketing Mistakes
Not Making Signups A Priority
You can’t get email subscribers without enabling people to sign up.
If you want to capitalize on email marketing, which you should, then you need to prioritize making signups easy and available for your users.
Email signup forms should be placed in obvious and easy to find locations, but without being too intrusive.
You can place a form at the bottom of your website in the footer, have one stickied in the sidebar that follows the user when they scroll the page, and even place a link to a sign-up page in your main menu.
Additionally, you could also have pop-ups that appear based on user actions such as the amount of time spent on a page or when they are about to leave your page.
This can easily be done if you are using Shopify or WooCommerce.
Not Sending A Welcome Email
So, you finally got someone to subscribe to your newsletter. Congratulations!
Did you send them a welcome email thanking them for doing so…?
Imagine the difference that this type of email could make.
If you decide to make the challenging decision to give your precious email address, and your main one at that 😉 to some website and all they give you in return is a simple notification saying “Successfully Subscribed”, how would you feel?
Email service providers such as ConvertKit and GetResponse can automatically send welcome emails for you to your subscribers. You can also configure different emails for different subscribers lists as well, which enables you to target their individual interests.
So if you decided to give your email address to a website and they immediately sent you a welcome email informing you about the site, what’s new, some blog posts, offers, promotions, and other cool information, how would you feel then?
Starting Too Late
The old cliché is that it’s never too late.
Well, that applies to most things.
Not collecting email addresses on your website from day one leaves you with a missed opportunity every single day.
You never know how much that subscriber would end up spending in your store, or sharing your blog posts on social media.
Don’t worry if you don’t get many subscribers when your website is new, or even a few months old for that matter; it’s completely normal.
Just know that you could be leaving a lot on the table if you don’t start capturing emails as early as possible. The sooner you start, the sooner you can learn to write an email newsletter and implement an email marketing strategy for your website.
Too Many Images
One of the most important things to remember is that many people have the images in their emails blocked by default, so you have to be very careful if your call to action is based on an image. Be sure to include the ALT attribute to explain to users what they should see, and also include a link to text for the call to action in the main body; This way, customers can see the call to action even if they can not see the images.
An excess of images can cause your emails to be sent straight to the subscriber’s spam folder. It is important to create a balance between text and image, but in case of doubt, keep this golden rule in mind:
The images should not replace the text, they should complement the content!
Bad Subject Lines
The subject line is what’s going to influence your subscriber to open your email.
Unless they can see that it’s from you and they think you’re awesome and will open your newsletter regardless, you will need to capture their attention.
This means having an effective subject line that is not spammy or clickbait.
People are more switched on than ever when it comes to their emails and they’re going to quickly scan their inbox to see if yours is worth opening.
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Cramming an email with many calls to action will not increase conversions. You’re basically throwing stuff at a wall and hoping something sticks if you do this. Try to focus your message on a single call to action and repeat it throughout the message.
Unfortunately, this tactic can not be applied in all industries. Many eCommerce websites send emails to their clients advising them of new products or multiple offers. The key to driving conversations with this type of mass mail is to address a specific topic and show the content in an attractive way.
ASOS is an excellent example of a fashion company that has been successful with it. The design of the email is clean, with many blank spaces, and focusing on a subject; labels, for example, and directly linking to a page focused on labels to make it easy for the subscriber.
It then goes further and informs the subscriber of why ASOS is beneficial to them by stating that they have no taxes or duties*, free delivery*, free returns, and a mobile app to make shopping online easier.
They finish off with links to help and contact pages, the compulsory unsubscribe link, and social media icons for their brand pages.
Not Having Call to Actions
What’s the point in sending out emails that don’t actually get the user to do anything?
You may think that an email newsletter is just that; about news. But it’s not.
They can be about anything, whether it’s to push your products, offer coupon codes, or to promote your blog posts. Whatever it’s about, there should be a call to action that gets the user to do something.
Even if you’re just sending out an email to give them a tiny bit of important news, get them back onto your website somehow with something relevant.
Imagine this: You receive a promotional email with a limited time offer, click on “buy now” and a generic home page appears in which you have to search for the offer.
The most probable thing is that at some point you have to re-read the email to check again what the offer was.
Chances are that you lose interest as soon as you get to the home page and have to start looking around.
To avoid this happening to you and lower the abandonment rate, make it so that your email recipients are directed to the specific page on your website that you want them to perform an action on.
If you want the user to purchase a specific product, then link to that product page so the user can get there in one click.
If you want them to read a blog post you just created, then directly link to that blog post.
Your List is Not Current
This is a common problem with many companies. They have a huge database of potential customers who are sent a massive email blast, but barely anyone opens it. And this is not because the email had a bad subject line.
The key to an effective email marketing campaign is not the number of subscribers, but the quality of those subscribers and the decisions they make when opening your email. You should think about cleaning your list periodically and eliminate those contacts that are inactive.
But do not rush and begin to erase your oldest contacts, consider launching a re-capture campaign to call the attention of old contacts (all those who have not opened or clicked on your emails for a long time). You can also ask your subscribers if they wish to remain on your mailing list using the simple “unsubscribe” option. If they still do not respond, delete the contact. Having a list with many irrelevant or inactive subscribers is not good for your email marketing analytics and will mess up your true statistics.
Remember that sending a campaign to 10,000 active subscribers who are interested in your services will bring you more benefits than if you bomb 20,000 people who subscribed to your mailing list at some time in the past and now delete your emails instantly, or what is worse, they mark them as spam because they are no longer interested in your offers.
Your Content is Not Relevant
Currently, the web is full of content and it is increasingly difficult to make a difference among such a crowd. The best way to get your customers attention and improve the opening percentage is to provide them with the information they really want, not what you think they’re looking for!
Your content can also be relevant by keeping up with the times. If it’s a holiday, make content around it and send out an email. You’re much more likely to get your subscribers to perform an action if they’re provided with a relative incentive.
Plan out every email you send and don’t send them out for the sake of it.
Every email must have a purpose and goal.
Think of the goal you want the email to achieve, such as selling a particular item, or getting more eyeballs on a blog post, and then offer real value to the reader as well in the same email. The more you plan and think about everything that the user can or will do, the more you can optimize your emails to achieve results. Also, there are certain times for email marketing that are more effective than others, so be sure you send your emails at appropriate times of the day.
So, think you’re ready to start sending out emails? Make sure you have a look at these email marketing tips before you do so you can really optimize your campaigns to get the most out of them.