Email marketing is a fine art of turning subscribers to customers which many marketers and bloggers find hard to master. Lack of experience or knowledge is the reason why their campaigns fall short of initial expectations and fail to bring in more sales.
The state of sinking ship is not uncommon in the marketing business, and luckily, there are countless ways to get away with this crisis. The following are the top 4 marketing errors which undermine the power of email campaigns, plus practical solutions that’ll help you fix them once and for all.
- Lack of Personalization
One of the critical blunders marketers make during their marketing campaigns is sending emotionally drained emails. It is a huge mistake which makes most potential clients not interested in the content of the received e-letter. The net effect of such an approach is fewer opens and click-throughs, and ultimately, a significant loss of customers.
Personalized emails, on the contrary, show that readers matter to the brand, and also bind active users to the offer. Besides, such emails help to establish trust with clients, maintain communication, and encourage them to use the product or service.
To create customized letters that stand out, your email marketing should align with the content that outlines relevant stories to the targeted users. For example, a customer-oriented email can tell the company story, describe its competitive advantages and strengths, or share interesting facts about the brand that only subscribers will be aware of. Long story short, email customization is a broad field to play on, so you will need to use it smartly to make your emails readable.
- Emails That Are Not Mobile-Optimized
If you want to create an email marketing campaign that rocks, think about mobile users. Mobile optimization is king of any campaign that provides readers with convenient and easy access to your emails. According to Internet Retailer, as much as 66 percent of e-commerce time is being consumed on smartphones. Which leads to the logical conclusion that people appreciate mobile browsing experience more than ever. So why not optimize emails for mobile to increase customer awareness and boost online sales?
The best way to make mobile emails work for your audience is to include simple text that communicates a clear message and images to spice up the content with visual elements. Also, pay attention to fonts and images. They have to be of optimal size and be easily readable on a small screen. And don’t forget to fill your emails not only with enticing visual envelope but also with meaningful content that brings value primarily to readers. Then, test your mobile-optimized emails on mobile apps to make sure that they open correctly. And if you wonder how to create an email marketing campaign, there are ample email marketing services that can do this for you.
- Not Including a Call to Action
In the framework of marketing, there’s nothing worse than emails that don’t reach a specific goal. Without clear directions, your letters are just pointless, failing to answer readers’ questions and meet their interests. Any piece of information should bear the message which tells potential buyers what to do with the content they received. Otherwise, your email campaign will turn into a fair with nothing to display.
To make sure that your time and resources are not in vain, you need to include a call to action. This powerful marketing instrument is a must for creating a holistic email campaign that evokes an immediate response and motivates subscribers to buy products or use services now. A secret ingredient of calls to action that hook lies in effective CTA buttons. They should be visible, distinguishable, and placed at the bottom of the email so that readers could know when to take action. If you want to know more about other marketing topics, or need one for practical purposes, you can order a custom essay and get the required paper done at the time of convenience.
- Email Send Frequency Fluctuations
Another terrific flaw that has to do with email marketing is sending online letters without any coordinated flow. Having potentially successful emails in their arsenal, many marketers mistakenly send high volumes of messages to segmented audiences without planning the right time to deliver them. Obtrusive email is the last thing your readers want to get, so you’ll need to think of a robust email marketing strategy and set proper email delivery intervals to augment prospects’ engagement.
For this, we recommend asking subscribers which time is the most convenient for them to receive emails. Alternatively, you can send letters every two weeks, which is perfect timing if you don’t know when to distribute the content.
And take into account this hint: open rates of emails increase Tuesday through Thursday. If you bet for weekends, you lost. Surprisingly, only a few users check their emails on Saturdays and Sundays, according to studies. So take notes, go ahead, and use this advantage to your benefit.
We’ve shared some of the burning email marketing mistakes with you and offered some email marketing tips that will hopefully help you take your own business to new heights. In the long run, successful email campaigns will bring you more clients, some decent profit and freedom from the endless competition in the demanding marketing landscape.