Email marketing is the best way to increase your brand recognition and build a long-lasting relationship with your customers. That is, if you do it right! Don’t worry, we all make mistakes and no one can ever claim perfection in the complex world of sales. We’re not here to patronize anyone, but to share a few of the most common mistakes marketers make when sending out newsletters. We’ve made some of them ourselves, and we’ve learned from them, so today we’re sharing them with you.
Using a bought list
We get it: growing an email list is hard and it takes a lot of effort and time. Why not just buy one, right? Well, there are many reasons you shouldn’t consider that option. First, sending unsolicited emails is against the CAN-SPAM act, which means it is illegal. And, because those people haven’t subscribed to your list, they’ve probably never heard of you and they’re going to wonder how your message landed in their inbox. Next thing they’ll do? Most likely, they will hit the Spam button. (On our website, we have more info on how to avoid being marked as Spam). More than that, many of those email accounts might be abandoned, so you will get a big bounce rate, and that can get you banned by your email marketing platform.
Did you know that an average of 2 percent of your subscribers change their email address every month? In a year, that percentage reaches 25 to 30 percent! These numbers confirm, once again, that email verification is essential in keeping a healthy list and ensuring deliverability.
Do you send your newsletters regularly? Or do you only send them when you have time or when you want to boost your sales a little? Being inconsistent is one of the most harming habits a marketer can develop. Your subscribers are getting, on average, 122 emails a day; think about how much information they are being bombarded with and how hard it’s become for the human mind to handle it all. Now, let’s say people don’t hear from you for a long period of time – a month or two. Then, all of a sudden, they get an email that’s pitching them a new product. Truth is, they probably won’t remember you, not to mention they may find the gesture rather irritating. Again, your message risks being marked as Spam, and your campaign and your whole online reputation are in danger at this point.
You can see how important it is to pick a day and stick to it. You will soon find your rhythm and your click-through rates and, eventually, your conversions will increase. At the same time, remember that more often doesn’t mean more sales. Sending emails too frequently can determine people to unsubscribe, for the same reason listed above: we live in very crowded inboxes!
You might think everyone knows they need a call-to-action in their newsletter. But we see many emails that either have a very casual approach to it, or don’t have one at all!
Have your call-to-action in mind from the moment you start planning your email, before you even begin to write. What do you want to accomplish? Do you want people to click on the new item you’re presenting? Would you like them to participate in a giveaway? Or engage with your brand on your social networks? Whatever you’ve set your mind to, focus on that. It is advised to only have one call-to-action per email. People get distracted when they are being asked to do too many things at once.