Sometimes we put all our hearts into creating and conducting an e-mail marketing campaign, but still the results aren’t impressive. We try to improve them, but to no avail. In this article we will explain what the most common mistakes in e-mail marketing are.
Sometimes the e-mails we so carefully write and set up, don’t ever reach their recipients. It may be because we wrote down or copied wrong e-mail addresses, and our e-mails are sent into the void. Always be sure to check written-down e-mails for misspellings and other mistakes. Don’t make your effort go to waste because of simple mistake.
It may be, that your e-mails reach the wrong people. Always make sure you’re making contact with decisive people from the company you want to target. It’s crucial, because only those people can make decisions to begin the cooperation with you. Check if the person you’re trying to contact is truly able to benefit from your efforts.
One of the most popular mistakes of marketing campaigns is the lack of personalization. If you’re sending out only one version of your e-mail, and you don’t personalize, don’t expect good results. You need to keep in mind that different brands need different things. They also have multiple viewpoints that you need to take in consideration. Personalization is something more than only including first name of the recipient in the e-mail subject. It’s about taking care of your audience.
Don’t expect much from the inconsistently conducted campaign. To maintain a stable relationship with your contacts, you need to show some predictability. Only regularly sent, relevant messages can reach that goal. Frequent messages help to create and maintain better relationships with your prospects. If your e-mails are rare, your clients can even forget that they ever subscribed to your newsletter. They can even forget who you are. Try to not allow this to happen, and always remember to quickly engage in the conversation with your contacts.
If you’re spamming the inbox of your contacts multiple times a day, that’s not good either. Moderation is required in all aspects, and especially in marketing. Plan your e-mails wisely. Make sure you’re not tiring your contacts with irrelevant information.
Trying too much can mean many things. If your e-mails are filled with call to action’s, smart catch phrases and other tricks to facilitate sales, it all seems to be… fake. Remember that you’re writing to actual people, who have their needs, problems and desires. Sometimes too much marketing jargon can be infuriating to the people you want to attract.
It may be that your e-mails don’t appear in the recipient’s mail box at all! Check if it is possible that your e-mail land in a spam folder and make sure to correct this. You don’t want all your effort going to waste over a simple technical problem!
I can’t stress enough how important it is to learn from your mistakes and successes. With e-mail marketing, you can do that by means of analyzing data. Some marketers though don’t use their data. It’s extremely beneficial to check the success of your campaign and to make it better over time. If you’re not getting feedback through your data, how can you improve? Make sure that your analytic software is perfectly optimized and set-up. Check what works and incorporate it into new campaigns.
The most important mistake, and hardest to correct, is to send out irrelevant messages. Convincing your prospect to open your e-mail is hard, but necessary. If your e-mails don’t have any added value, don’t expect your contacts to open them and to devote time to read them. Every e-mail sent in your campaign has to have a clear purpose, easily understandable not only to you, but also to the recipient. You can also boost your e-mail with interesting subject line.
I certainly hope you don’t suffer from any of those mistakes! If you do, make sure to correct them to be able to enjoy highly successful e-mail marketing campaigns.