Email marketing campaigns help the businesses to grow and keep your brand in the public eye. But without an email strategy your email marketing efforts could go down the drain.
Then the big question here is what are some email marketing mistakes that are done by marketer and sales reps.
This is realized by the marketers and sales rep when the metrics like click-through rate and open rate are lower than anticipated, we start to wonder:
“Did they receive it, but didn’t open it?”
Did they open it but find it unappealing?
These kinds of questions haunt sales reps when they don’t get the anticipated response from the prospects. To help you we have compiled 5 common email marketing mistakes and some email marketing tips.
A smart place to start is with abandoned carts because the customer was ready to add the item(s) to the cart when something prevented them. To remind them if they forgot about it and persuade them to complete the purchase, send a cart abandonment email informing them that the product they selected is still available.
Now that you know the importance of email marketing and the possibility of your emails campaigns not giving you the response that you expect from it. Let’s see the common mistakes that can lead to the failure of your email marketing.
Generate more qualified leads with cold outreach!
1. Using impersonal email templates
Different concepts come to mind when we think of personalization in email marketing.
In a study on email marketing personalisation, Peter DeNunzio, general manager of cross-channel marketing at Experian Marketing Services, stated the following:
There is a strong commercial case for marketers to match consumers’ expectations for content that is personalized to their specific interests and preferences.
Writing personalized copy, beginning with the subject line
Using the first name of the subscriber in the subject line is an effective way to instantly make your email more personalized.
- Individualized content based on demographic data from customers
Utilize whatever information you have obtained from them when they opted in if you want to personalize communications beyond merely using first names. Planning advertising and demographically appropriate content can be done using this information.
- Individualized advice based on client behavior
Another fantastic method to personalize your material is to recommend products that your customers have browsed while on your site.
- Customers who haven’t purchased
A smart place to start is with abandoned carts because the customer was ready to add the item(s) to the cart when something prevented them. To remind them if they forgot about it and persuade them to complete the purchase, send a cart abandonment email informing them that the product they selected is still available.
- Clients who have made purchases
A similar strategy can be used when emailing consumers who have made purchases from you. The main modification is that you should now suggest goods that are either complementary to or comparable in style to the one they previously bought.
Additionally, you should use this chance to encourage current customers to interact with your brand by offering rewards points, discounts, or special perks.
2. Ignoring or not being aware of your sender reputation
There’s a good risk that your sender reputation is influencing you more than you realize if you’re not aware of it.
Your sender reputation, as the name implies, is a reflection of your sincerity and dependability as a sender. Internet Service Providers (ISP) use this score to identify whether the message you are delivering is spam or authentic.
Many things affect your reputation, including:
- Bounce rates for your email
A bounced email can be the result of a temporary difficulty, such as a full inbox (soft bounce), or a more significant problem, such as a closed email account (hard bounce).
Reviewing your email lists frequently and removing those who have not been actively opening your emails is the easiest method to avoid this. By doing this, you’ll make sure your email list has more active members, which will lower your bounce rates.
- Email volume per day
In order to reach as many people as possible, spammers enjoy sending messages to large lists all at once. Sending a lot of pointless emails to large groups of people could harm your reputation.
- Rates of unsubscribes
Another warning sign for you is if a large number of your subscribers are canceling their subscriptions.
You should make sure that folks who subscribe to you are really eager to learn more about your company, assuming that your email content is on point (further advice on that will be provided later).
The subscriber must check their email and click a link to confirm the subscription when using a double opt-in function. Although fewer people will sign up overall as a result of this extra step, it will guarantee that those who genuinely want to hear from you can subscribe.
3. Your emails being marked as spam
Continuing to update your material.
Your emails will become very unpopular if you create content that isn’t what your subscribers signed up for, which frequently results in subscribers ignoring or marking them as spam.
When your recipient reads your subject line they should get an idea of what’s in for them in the email message. So, don’t give false promises in your email subject line as your prospects can mark you as spam.
Feedback will keep you on track to send emails with relevant content. Email marketing platforms helps businesses to deal with the issue of the emails landing in the spam.
4. Ignoring pain points of your consumers
Since you can’t always ask your subscribers what they want to know, it can be very challenging to come up with content ideas that are relevant to all of your subscribers.
Making up client personas is a useful strategy for coming up with pertinent content that solves the issues of your customers.
The fictionalized versions of your target clients are called customer personas. Although you likely have a good idea of who your target clients are, developing these personas will give you a much better understanding of their wants and needs.
You should mix the demographic and psychographic information about your consumers to develop a thorough persona.
You may better understand your clients’ needs and struggles by creating customer personas that are based on both demographic and psychographic data. As a result, you will be able to create material that specifically addresses those problems.
5. Sending the same email to all your subscribers (segmentation is key)
It’s time to provide them with pertinent material now that you have your consumer personas built. However, not all of your subscribers subscribe for the same reasons, just as your various personas will have different reasons for coming to you.
Sending them all the same email will only relate to some of them, leaving the others uninterested in the end.
Making segmentation based on your client personas is one method to prevent that. You can segment your audience at the point of subscription, when customers can choose the themes in which they are most interested. They will be added to several mailing lists as a result, where you may send them various kinds of information to engage them in various ways.
For instance, HubSpot’s blog gives users the choice to sign up for their newsletter in one of four categories: Marketing, Sales, Service, or Agency. Following that, HubSpot will send you pertinent content based on your selected preferences.
Additionally, it’s possible that your customers are at various points in your sales funnel, necessitating the delivery of content tailored to each one’s stage of the buying process.
AIDA (Attention, Interest, Desire, and Action) is a well-known method that enables marketers to give their readers information that is results-driven with the ultimate goal of getting them to progress through the sales funnel.
These are some of the mistakes that are generally made by the marker’s and sales reps. Email mail marketing is a powerful tool that lets you connect with the prospect effortlessly. If used properly it can create good revenue for your organization.
Some of the best practices for the for the email marketing:
Use a welcome email
When your prospect just enters the sales pipeline it’s best to slowly introduce them into the sales pipeline. Send them a welcome email that introduces them about the solution or the product. This creates the awareness of the brands and creates truth and familiarity with your organization. Therefore, start your email campaigns with the welcome email to the new prospects.
Focus on personalization
The inbox of the prospects is filled with email and people that want to connect with them. So, what makes your email stand out is the relevance of the email message that you have drafted for them. Know about the prospects’ interests, age, gender and their professional career. This will help you draft the message that is relevant for them.
Schedule your meeting
With the multiple follow up it’s possible that you might miss on some prospect or be inconsistent with the follow-up. To avoid these kinds of problems it’s best to schedule your follow up emails.
Be consistent with the branding
Consistency is the key to building trust and credibility, therefore being consistent with the branding message lets your stay in the market with ease. As branding takes time it’s important to have a clear vision and goals of the market.
Write compelling subject line and preview text
All your email marketing strategy would go in vain if the prospect did not open the subject line. Now, there is a catch there: the text which is present below the subject line is known as the preheader. Creating a compelling subject line and preheader will let you standout in the crowd.
Avoid spam at all cost
Email deliverability lets your email land in the inbox of the prospect and that can be achieved by the email warming. Email warming is a process where you gradually increase the number of the send everyday so that the ESP’s don’t consider you as a spammer.
Place your CTA and important information above the fold
Having a clear CTA is important for the prospect of a decisive action. Create a clear and concise CTA that guides your prospects towards taking action moving them further in the sales pipeline.
Email deliverability
When sending your emails its important that you improve the sender’s reputation of your email addresses. This can be done by updating the domain authentication of the official email address. As it can be a key factor that can stop your emails from hitting the recipient’s inbox. Therefore, its important to configurate SPF, DKIM and DMARC records.
Wrap up
It will take effort and experimentation to steer clear of these five frequent email marketing errors.
But dealing with them will eventually help you gain a better understanding of your business, your target market, and how to avoid having your efforts snuffed out by automated platform for email systems.