Email marketing has for many years been an effective and valuable investment for any business. But for this to be true for your business, you have to do it right. If you are not benefiting from email marketing, it is probably because you are making mistakes with your approach. Here are the most common email marketing mistakes and how you can avoid them.
1. Using an Outdated List
It is sometimes possible to email using an old list. This occurs due to technical glitches at the time of migration to a new platform. Sometimes, however, emailing an old list can occur due to disorganization. Sometimes, business people can get busy managing other aspects of their business and forget to continuously update their client contact list. When you send emails to an old list, most of your emails may not be delivered which becomes counterproductive. Delivery may fail because some clients may have already unsubscribed from the emailing service and others may have changed email addresses. For this reason, you should always have an up to date emailing list before starting an email marketing campaign.
2. Keeping Unengaged Contact Lists
While you may have a large email contact list, having contacts that are unresponsive will not help your business. If you find that most of your contacts are unresponsive, it is time to clean up your list. Delete every contact that hasn’t been reading your emails or shown any interest in your business. This way, you ensure that you are communicating with an engaging audience, which increases your chances of boosting your return on investment through sales.
3. Mass Emailing
Sending out the same email message to all your contacts is one of the worst emails marketing mistakes. It is important for you to take the time to learn the different personalities of your clients and try to send emails that will catch their individual attention. Your emails should be based on a client’s purchases, product choices, and purchase schedules. Regardless of how long your email list is, it is always a good idea to try and personalize the emails.
4. Not Setting Preview Texts
Most people will spend a lot of time creating and testing the perfect subjects for their emails. However, they forget to set the email preview text. These texts give your email recipients a view of what the email is about even before they click to read. Always remember to set the preview for your text. Ideally, it should be a one-liner which summarizes your email. It should entice your recipient to prioritize your email and actually take time to read it.
5. Sending Emails Without Setting A Goal
SEO Toronto experts will tell you that it is never a good idea to send emails to your clients without a clear agenda. You should always have a reason for sending out the emails. The easiest way to lose engagement through emails and to lose email subscribers is to send meaningless emails to your clients. Before sending out an email, make sure it serves a purpose like informing your contacts of a new product or inviting them for an exhibition for your products or services.