6 Most Common Mistakes in Email Marketing

Every business nowadays, big or small wants to expand their reach to the people which makes marketers as one of the hottest commodities in the business world. But sometimes marketers make a few mistakes that result in major consequences. Email marketing is a solid marketing strategy that allows business owners to an extent their consumer base by acquiring new customers and maintaining strong relationships with the ones that already exist.

Correcting a mistake is easy, what’s difficult is knowing what is it and where you made it. What’s the one purpose of marketing? Converting subscribers into potential customers and for some marketers, the job isn’t finished until they have reached the daily given target. If you are one of those professionals struggling with email marketing then this is the article for you. This article will tell you exactly what you are doing wrong during your email marketing campaign which is killing your email conversions and also how you can improve.

Are you ready? Let’s jump right in.Start on the right footImagine some just subscribed to your website or your email list, Congratulations! Now, what do you do? If your answer is bombarding them with a bunch of your offers, packages, product descriptions then Congrats once again, you have just made the record of the fastest unsubscribe in the world. Treat your subscribers like a guest, you don’t bring food at the door while they are entering your house, you greet them and make them feel comfortable and acknowledged.

Start by sending them a welcome email, immediately, this is a golden opportunity for you and your brand to enter the heart of the customer. It has been reported that subscribers do read the very first email sent to them because it sets the initial impression of the company. Your first email should tell them who you are and what they can expect from you.

Mark these words; it is your welcome email that plays a key role in setting the tone for all your future emails and conversions.Don’t overhype your readersNow you might be thinking, why not? Isn’t the purpose of marketing is to create hype in the heads of the customers? Yes, it is, but there is a very fine line between getting someone excited and lying straight at someone’s face. Sometimes brand marketers use an overhyped subject line that puts the readers in a situation of expecting something huge which later turns out to be a major disappointment. For e.g., if you send your customers an email with the subject title "You’re Fired", chances are people are going to lose their minds thinking they may have lost their jobs when in reality you were just bringing them to see a video where people made mistakes that led them into getting fired. Always remember, the relationship between a customer and brand is built on trust and once that trust is broken it is almost impossible to earn it back.Email from "no-reply"You already know where we are going with this. When a customer gets an email from "no-reply" or "admin" it just kills the vibe for a strong relationship. People like interacting with real people, not their mailboxes. A generic email from a brand says one thing "we have no time for you". Email marketing is a direct channel between a brand and a customer and no marketer should kill such an opportunity. Rather, create a personalized email and interact with the customer and hear them out. Don’t ignore any leadsYou need signups from people to create your email list right? To create a solid marketing equation you need three things: great content, user experience and lead generation. These three put together to make a deadly combination which will undoubtedly grow your email list exponentially.

What we are trying to say is, it doesn’t matter if you provide the best user experience and amazing content to the user, if your Signup form is not noticeable then all your hard work will go down to drain. You can either hire someone for this kind of stuff or get help from online plugins such as Optin Monster or WP Optin Wheel.Test in PeaceSuppose you are a brand that sells shoes and other footwear and your email have a picture of sunset or forests, does that in any way sound relevant? We hope your answer is "No". It’s our smallest of mistakes that create the biggest disasters. Many marketers send email to their subscribers without even checking whether each and every component in that email is working perfectly such as images are loading properly, links are working, no grammatical errors, email has cross-platform compatibility and etc. This is a basic task that you must perform so that you don’t seem sloppy or careless to your customers.Don’t try to stretch itNow comes the final piece of the small which is email writing. Now, most email marketers have a bad habit of stretching a small point to their full extensions and readers don’t like that. It takes 5.6 seconds for an average reader to decide whether he or she wants to read the rest of the email or not.

Keep your email short and precise (no more than 300 words recommended) and also keep it easily readable and more engaging. Take your time, writing isn't laboured it’s an art which needs patience and efficient word selection. If you are a new business owner and want to get a head start, we would recommend hiring a professional writer to do that for you. There are many online platforms that provide Content and email writing help such as Paperown and Global writing hub.

We hope that the article helped you in making the right decision for your next email marketing campaigns and if you follow these pieces of advice we have no doubt that success will follow cheers!

Jessica Willson is a Digital Marketing Analyst and Social Media Activist. She also regularly share their experience and tips with the Infinitelogo Blog Audience.