Even with the rise of social media and other digital marketing efforts email marketing continues to be relevant and popular form of marketing to reach potential customers. The reasons are very clear. You can target multiple customers with a single email, and still able to personalize it for individual recipients. It is also very cost-effective. No wonder cold email is still very popular with digital marketers. As a marketer you need to ensure that you are using best practices and do not make mistakes that can jeopardize your marketing campaign.
Most people have been on the receiving end of an e-mail marketing blunder. Perhaps you’ve opened a marketing email to find that the sender has forgotten to put your name in the opening line, or maybe you’ve received an email containing an interesting link, only to find that it leads nowhere when you click on it. As a business owner, you’ll know that many marketing mistakes can be very costly to make. When it comes to email marketing, even small mistakes could cost you some credibility or create problems when it comes to building good relationships with your customers. So, with that in mind, we’ve listed some of the biggest email marketing mistakes to avoid.
- Failing to Personalise Emails
One of the biggest mistakes that you can make when putting together an cold email marketing campaign is failing to personalise the emails that you send out. Receiving emails that are obviously from a copied mailing list, for example with no name in the opening message, can be more effective at putting potential new customers off than spiking their interest. So, when finding new clients, be sure to do some research beforehand so that you can make your marketing emails personal to them. It may take a little while longer, but the extra effort will certainly pay off in the end. Follow the link for more information on finding suitable new subscribers for your email marketing list.
- Clickbait Subject Lines
Using a subject line that’s not quite genuine, for example using something such as ‘Click here to get a new free laptop’, when really you’re encouraging your subscribers to enter a competition, can be a costly mistake to make as it will cause your customers to lose trust in your company, resulting in damage to your credibility and reputation. Instead, design honest, provable subject lines that will grab the attention of your reader without misleading them.
- Sending Too Many Emails
When putting together an email mailing list, it’s vital to understand that there can be a fine line between sending too many and not enough marketing emails. If a subscriber has signed up to your mailing list, then they’ll be expecting some occasional information – perhaps once a week – from you. Be sure to keep track of customer satisfaction with your email marketing campaign, perhaps by asking your subscribers to take a survey, or simply by closely monitoring leads and unsubscribe rates.
- Poor Value Content
Many marketing email subscribers would much rather wait a little longer for their email if it means that they will get access to some interesting, informational and useful content. To ensure that you get the best results from your email marketing campaign, you should avoid poor value content at all costs as this will simply frustrate your readers and could lead to a higher number of unsubscribes.
Nobody likes receiving bad marketing emails, and sending them could do your company more harm than good. Avoiding these easy-to-make mistakes will help you to get the best results from your email campaign.
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