22 email marketing mistakes that compromise your results – WAU
Sending emails is not complex. Even in the strategies used by companies in order to promote their products and services, win more customers and catapult sales. Nevertheless, when creating an email marketing campaign some important points need extra attention. The subject of the message, the CTAs (call-to-action), the images that will be […]
Sending emails is not complex. Even in the strategies used by companies in order to promote their products and services, win more customers and catapult sales. Nevertheless, when creating an email marketing campaign some important points need extra attention. The subject of the message, the CTAs (call-to-action), the images that will be used and so many other small details are responsible for the good performance of your campaigns. If you want to learn more about structuring a campaign, check out this material on email marketing.
Tips on good email marketing practices are easily found. Despite this, even with ample resources available and advanced email marketing software, major mistakes continue to be made regularly. Some are minor mistakes, but there are flaws that can not only cost you much less return on clicks, but almost all of your email marketing campaign.
To assist you in this task of creating a foolproof email marketing campaign that gives good results, we have produced this post that will teach you what are the main mistakes made in this type of campaign that can compromise your main metrics. Check out some email marketing mistakes you may be making and learn how not to make them again!
1. Email subject is too long
Know that writing ad text is an art, but at the same time a style. When creating the subject of your e-mail, it is worth remembering the importance of producing something that makes your message irresistible. Do your best not to create something extremely extensive, focus on creating something that is short and to the point. Remember that if the subject of the email is not interesting enough, your subscriber can simply ignore your message.
2. Neglect the message preview
Many customers use the preview of the message next to or next to the email title. This part of the text is called a pre-header, and is limited to about 100 characters, being extracted from the first lines of the content of your message. It is important to say that several campaigns focus mainly on the body of the email and the subject, but they forget to arrange an efficient construction for the pre-header. There the brand can show personality and draw the attention of its customer.
3. Leave the email address (or “From:”) with noreply
Remember that people want to interact with other people, not mailboxes. If you have been sending email marketing from a “noreply” address, you may be suggesting to the person that you do not want them to speak to your company. Make yourself available to Internet users who want to ask questions about your products or simply get some support.
4. Your email offers no value to the customer
Sending thousands of meaningless emails to your base is not a good email marketing strategy. It is necessary to generate value for the client, to offer a real solution for what he seeks or needs. You have to build a long-term relationship with people in order to then offer them a service or merchandise. Instead of SPAM, offer something useful.
5. Email is focused on the product, not the customer
At first this may not make sense, but your emails should serve the customer, not the product. Of course, the characteristics of what you have to offer need to be demonstrated, but remember to focus on what is valuable to that person who is reading the content. See how your product can really help people, and offer them that assistance.
6. Include many CTAs throughout the message
Trying to accomplish too much in just one email is a basic strategic mistake, because you start demanding that your reader customers have a lot of work to decipher the content. Instead of spreading multiple calls to action, focus on just one message at a time. Include a simple CTA with a link to the landing page that clarifies more about what you are offering.
7. Make mistakes with images
Your email has too many images
Using images throughout e-mail makes it difficult to open in various situations. Such content is generally not optimized for mobile devices, and does not appear in settings that block images. Think about the best way to share your message and don’t worry about inserting multiple images in just one email.
Your email has no images
Use at least one image within each email. People are much more likely to click on an ad that has an image, compared to content that is entirely text.
8. Problems with the frequency of shots
You fill your subscribers’ inbox
Frequency errors in e-mail firing can be very disruptive to a campaign, because they create a disturbance for those who receive them so often. Instead of sending thousands of emails and filling your subscribers’ inbox with a ton of generic emails, analyze what is best for each customer and send only messages that make sense to them.
You send very few emails
The idea is to create a relationship with your reader, which is why it is worth maintaining a reasonable frequency of submissions. In the same way that frequency should not be overestimated, sending a huge amount of emails per week, it should not be underestimated.
In any case, you can consider, when registering your prospects, your preferences for receiving emails, which can vary, for example, from two or three times a week to up to once a month. There will certainly be more return on your subscriber list.
9. Messages contradict other offers
Another problem that the excessive frequency of e-mails can bring is that an error occurs in the shots and messages are sent that have offers with very different prices and characteristics. This not only produces confusion in the reader’s mind that opening both emails, but decreases the reliability of the business and the seriousness of the relationship.
10. There are London errors in your message
No one is immune from making mistakes in their language, both in the proper writing of words, and in consistency, commas and punctuation. However, in the business world, it is good to keep a close eye on these circumstances, because the image that is going on is of much more training and professionalism. Many London errors, certainly, amaze customers.
See 92 London mistakes you may be making!
11. Your email list is not targeted
If there is not enough focus on segmenting the relationship to be done with each reader, there is a good chance that you will offer inappropriate or less adjusted products to customers. Not all customers or readers are the same, so don’t be treated as such. Analyze the case and the demands of each client, and separate them by segments, and your campaign should have personalized emails for each category, but you will get much more return.
12. A real person is not signing your messages
Good email marketing messages are signed by real people.
Calm! You don’t have to manually write each one, but showing that a real person, who works for the company, is behind the e-mail campaigns is a way to embody the message, and put aside that idea of “robots sending spam” .
When the user receives an e-mail with the signature of someone on his team, he can be sure that he will pay much more attention to that message and this influences the opening and click-through rates of his e-mails.
13. Your email message is not personal
Anyone reading must feel that that email was made with him in mind.
When you create a nutrition flow, each message is designed for one stage of the sales funnel.
It is important to adapt that message to what the lead expects from your business, at that stage of the funnel.
And what you are saying in the email plays an important role in all of this, as it is how you are going to deliver content, call for action or offer an offer to your list.
If the recipient is not convinced that you were really thinking about him when you wrote that email, your conversions and clicks will go down!
14. Are you forgetting the famous “PS:”
The end of emails are golden chests forgotten by many people!
After writing that sensational message, with a wonderful CTA, you can still explore a little more with “PS:”.
This is the time to offer that extra something, that add-on that will make your offer irresistible and that has total relation to the main subject of the email.
Some famous PS’s: “Hey, I know you’ll like this too!” ; “I separated one more piece of content especially for you to master everything about digital marketing!” ; “Did you know that we have an exclusive promotion for this product?”
Use the imagination!
15. The highlight of your message goes beyond the page break
The page break is the part of the screen that is viewed without scrolling.
This is a prime area of any email, website or page. Usually, the most important information is in this area.
If you are ignoring the page break when making the layout of your email, you are compromising your results!
This first piece of content is primarily responsible for attracting clicks and converting readers to CTA’s. He needs to be a killer!
Leaving the most important text for after the break is a risk that you should not take, since the reader is unlikely to scroll if you are not attracted to a killer offer.
16. Your nutrition flow is not well set up
Are leads getting the right messages? On the right time? With the right language and content?
Having a well-assembled nutrition flow is indispensable for a successful email marketing campaign.
Re-analyzing your flow according to the purchase journey and mapping which messages are being sent (and when) is a good way to improve your campaign results.
17. You only have one active email marketing campaign
Always sending the same message to everyone on your list is a beginner’s mistake, isn’t it?
Each lead at each stage of the funnel (or who interacted with different parts of your site) needs to receive personalized messages, and the best way to ensure this is to create different campaigns for different lists (and goals).
18. Contacts have not given you permission to send messages
Buying lists or simply collecting emails from other sources is never a good idea.
In addition to your company gaining a bad reputation in the market, your results will be bad and you will throw money away!
Create strong lists that have been built with users’ permission!
19. Send image as content
Let’s face it, the internet in London isn’t exactly a wonder.
In addition, mobile has been gaining a lot of space as a means of users’ main navigation and the connection quality of mobile devices is not always satisfactory.
So, if your e-mail consists of just one image, the chance of it not being loaded properly is very big!
In addition to increasing the likelihood of it falling into SPAM, or not being loaded automatically by the browser – or e-mail reader.
Insert the images as part of the message, mainly as CTA’s or samples of the offer!
20. Don’t define KPI’s for your campaign
If there is an advantage that digital marketing is champion, it is in the possibility of monitoring and measuring the performance of the actions.
And creating an email marketing campaign without defining KPI’s – key performance indicators – to measure their performance, is a bad idea!
Finding the right indicators is easy: select the metrics that are relevant to your campaign and start tracking them constantly.
Only then is it possible to see if your investment is really bringing the expected return!
21. Don’t monitor and optimize campaigns
With KPI’s, you’ll have data and information to improve your email marketing campaigns.
But it is useless to have knowledge if you are not putting it into practice!
You need to monitor the development of the campaign, see if the growth of CTR – click throught rate – is expected, if people are opening emails and if everyone is receiving messages.
Then, it’s time to put that knowledge into practice!
Optimize campaigns with the information you collect, find out what is – or is not – working and change, test and improve!
22. Don’t do A / B tests
You can’t guess at first what your leads like.
So test it!
A / B tests are excellent opportunities to find out which CTA readers prefer, which image, language, text and offer.
That is the secret of the vast majority of successful email marketing campaigns!
Have you made any of these mistakes in your email marketing campaigns? How were your ads and content produced for your readers and leads? Ask questions, and tell your experiences, writing in the comments below!