According to data, the average email open rate is just 25%. So 75% of emails are directly sent to trash and forgotten even before they have a chance to be read. And if this sounds depressing wait till you read the next. The open rate is so low that 20% of even the subscribed emails never make it to the subscribers’ mailbox. They get filtered as spam or scam email. To avoid this situation, one has to design campaigns that market well. And if you still don’t get results, it suggests that you are making a mistake somewhere.
Here are a few email marketing mistakes that can destroy your campaigns and how to avoid them.
Not planning the marketing strategy properly
1. Not optimizing for mobile devices.
Since 2015 most preferred device to read emails has been the mobile device. 40%-60% of emails are read on mobile devices compared to 20% of the emails that are read on desktop. Also, younger demographics prefer mobile over the desktop. Hence, not optimizing for mobiles is a costly mistake as you’ll be missing a huge demographic.
2. Not knowing your audience.
Did you know women spend more time on emails than men? Design your emails and plan them for better efficiency and reach of your target audience. Invest in data management and research about your audience and their tastes. It makes your emails more likely to get positive feedback and create a strong impression.
Not designing the emails properly.
1. Having a ‘no-reply’ email address.
Emails with ‘no-reply’ email address might not even make it to the inbox. And even if people subscribe to them, spam filters love to filter them. Such emails also scream, “This is just an ad,” which makes it more unlikely to be read. It’s better to have a proper email address which helps your recipients to ask and reply. Also, an appropriate email builds an appropriate channel for your recipients and you to communicate.
2. Not having a welcome email.
You miss a huge opportunity when you don’t send your recipients a ‘welcome email’ right after they subscribe. Welcome emails are a great way to immediately introduce yourself, your company; its values and products. Also, their open rates are usually higher than all other emails in general.
3. Not making it personal.
Most welcome emails these days are software generated. In the mailbox they all feel robotic, are in one note and are hence, forgettable. To stand out of the crowd, make your emails personal. It leaves a lasting impression when done correctly.
4. Not looking professional.
Nothing turns off a recipient more than incorrect spellings and grammar. They also set caution alarms to go all red at once. More because professionals and good businesses don’t make such mistakes. And guess who does? Scammers!
5. Not having a clear CTA or having too many of them.
You are killing your email if your email doesn’t come straight to the point from the start. The recipient will likely assume that you are wasting their time if the email seems vague. Also, it turns down most recipients if they can’t figure out what you want precisely. Hence, it is recommended to have a CTA in the first few lines itself.
Also do not have multiple CTAs in the same email, because it can confuse the recipient. Data shows that an email with numerous CTAs is more likely for the recipients to ignore.
6. Having very long emails.
Long emails are every recipient’s nightmare. So it’s essential to make the emails as concise as possible and insert value in it. Also, it is especially problematic if you talk substance only in the last few sentences of your email. Imagine the dilemma of your reader finding that after a massive wall of text!
7. Not connecting with the customer
You may have the best product/services in the market, and they may work wonders, but in today’s market, that is not enough. Flooding the customer with information regarding what you are and what you are selling doesn’t cut anymore. You should instead talk about the customer and not yourself. Talk about how your services can help the customer. Talk about why the customer cares, and you should see an increase in the positive response to your emails.
8. Poor choices regarding ‘From’ and ‘Subject’ lines.
Recipients are careful about which mail they open. Hence, filling in ‘From’ and ‘Subject’ in your email is extremely important. Make sure that email’s ‘From’ mention’s company name. It helps the recipients to identify your mail and builds trust. Recipients also decide if the emails are worth their time by going through the email’s subject lines. They are more likely to not open emails with vague subject lines or the ones that don’t match with their interests.
9. Not adding a proper back-link to your site.
Don’t let emails be the sole place for the recipients to interact with you. Bait the recipients to your website and make sure that the page they land on connects with the email. Don’t link them to the main site and expect them to find the related page.
Not sending the email properly.
1. Sending too many emails.
The number of emails you send to the recipients’ matters a lot. Send too many in a short time, and you’ll frustrate the recipients. Send very few emails while taking long breaks and your recipients forget about you. You lose contact with your recipients both ways. So, analyze the number of emails and the time interval that would be appropriate to retain your recipients. The right frequency can make a world of difference to your business and save you from huge losses.
2. Not testing the emails.
From time to time, experiment with different styles for emails that you’ll be sending. Their feedback and reception can help you understand your recipients better. They can also help you to know what works and what doesn’t. And this will further help you identify the current trends and make you aware of pitfalls ahead of time.
Plan your email strategy like you are planning your inbound marketing strategy. Focus on the details and implement what you plan. You will never know what works best until you’ve tried. And hence, start right away with a campaign that is less prone to pitfalls and will fetch you results.