Email marketing is an incredibly powerful tool. You can reach your entire audience with the click of a button. What could be better than that?
Most businesses nowadays have email marketing strategies in place; however, many are not taking full advantage of everything email marketing has to offer. It’s not enough to just send any old email out to your email lists. There are so many things you need to take into consideration to avoid making a big mistake.
Below are 5 email marketing mistakes that you absolutely want to avoid at all costs.
No Subscription Opportunity
You probably started your email marketing plan with a few hundred people on your mailing list. That’s a great start! But has it grown since then? If it hasn’t, it could be because you aren’t offering your audience a chance to opt-in to your mailing list - and that is a HUGE mistake!
You want your prospects list to continue to grow so that your business can grow too. Include CTAs at the bottom of your blog posts and on social media to get people to sign up for your monthly newsletter! And create a form to put on your website. Give your audience every chance you can to join your mailing list.
Sending Static Emails
In the early days of email marketing, marketers created PDF newsletters that they would send out to their mailing list. Today, we are spoiled with services like MailChimp and Constant Contact that make designing beautiful newsletters a breeze!
If you’re sending out emails that don’t have links to your website or clickable CTAs, you might as well not send out a newsletter at all. You don’t want your subscribers to just read your email (although that is a good thing). You want them to take action! Drive them to your website or blog and ask them to connect with you on social. Make your emails work for you.
Not Checking Analytics
Email marketing services create reports after you send out your emails. These reports include stats like open rate, click rate, bounce rate, number of unsubscribers, and the list goes on. It’s important that you evaluate your reports so you can make your email marketing efforts as effective as possible. If you ignore these reports, you’ll never discover what works best for you. Experiment with A/B testing to determine if different subject lines result in different open rates, or click rates.
Sending at the Wrong Time
You might not think it, but there are right and wrong times to send emails to increase your open rates. For instance, the absolute wrong time to send an email is 5pm on a Friday. We can assure you that that email is going to sit in your subscribers’ inboxes and by buried by countless other emails come Monday morning.
The best way to connect with your audience is to make things personal. Address your users by their first name by using merge tags. It makes users feel good when businesses “know” their names. Connecting with your audience should be your number one priority, so take the extra time to personalize the emails you send.
Craving more information about email marketing? Increase your email open rate in just 4 simple steps!