In this post, we're going to talk about the most common mistakes companies make in the world of email marketing. So, whether you're interested in improving your email marketing skills or are just starting from scratch, learning about these mistakes will help you build stronger relationships with your subscribers.
10 common email marketing mistakes
ERROR 1. Not segmenting our main audience.
Segmenting the audience of our emails is one of the most important actions, according to marketing experts. In fact, it makes perfect sense to think that we are much more likely to interact with an email when it is addressed to us. Therefore, if we analyze our customers' data and use filters (age, sex, location, etc.) within our lists, we will surely improve our metrics.
ERROR 2. Not being regular.
It is clear that the goal of all brands that carry out email marketing campaigns is to constantly appear in their customers' inboxes. If we maintain constant contact with our subscribers , we will surely establish a good relationship.
We must also take into account the number of times we appear in inboxes. This number must be consistent and we must not bombard our subscribers with emails because this will create a feeling of rejection and spam.
MISTAKE 3. Using an old email list.
Growing a subscriber list is a challenge, so it’s understandable that brands want to keep the email addresses they’ve had for years. According to research from Zero Bounce , an email list decays at least 22.71% annually .
However, for the lists to function properly, it is essential sri lanka business email list to leave behind all those accounts that have stopped being consulted , since these will affect the performance of our mailings.
ERROR 4. Not testing emails.
It seems obvious, but it isn't. Many brands often send emails without first making sure that the email is in perfect condition. It is essential to check that all the links work correctly, that all the CTAs lead to the site we are interested in and that there are no errors in the content , either in the subject lines or in the content of the email.
For example, if we spark a potential customer's interest in a product and get them to click on the CTA, but it doesn't work, or it leads to a product that isn't the one they want, we will surely be losing a potential buyer.
ERROR 5. Not deleting invalid emails.
This error is directly linked to our inbox providers. It is essential to delete all those emails that bounce and affect our campaigns, because if we do not, we run the risk of being perceived as spammers .
The way to solve this problem is nothing more than keeping our lists updated periodically.
ERROR 6. Not including CTA.
Another objective of email marketing is to encourage action . That is, we will guide our users so that they can end up on the site that interests us . Therefore, if we use CTAs that take our users to the site where they must carry out the next action, we will be fulfilling one of our objectives.
ERROR 7 . Do not include preview text.
We are used to giving a lot of value and importance to subject lines. However, the preview text can also be very useful to complement it , that is, it is a second chance for the subscriber to decide to open the email.
ERROR 8. Ignoring spam complaints.
It is very important to remove all those users who have marked our mailings as spam. They will probably have marked it as spam because they are not interested in receiving more emails from us and every time they receive a new email, they will probably have the same reaction. Obviously, this can have negative consequences and impacts on the deliverability of our email.
ERROR 9. Not responding to our customers.
This is a very important mistake to avoid. One of the goals of email marketing is to create closer ties with customers . Therefore, not responding to the messages they send us is certainly contradictory.
Receiving a response from one of our subscribers is also very important for our inbox provider, as they see it as a sign of trust .
ERROR 10. Writing emails that are too long.
We are not the only ones that our subscribers receive, so we must take into account that other brands do the same as we do. In other words, our clients look for brevity in emails, so try to make each line of your email important , and above all, make it easy and enjoyable to read.
If we want to provide more extensive or detailed information about a specific aspect, it is advisable to use CTAs that lead to a landing page where all the information is finally given.
