Email marketing has a place in almost every industry. With its low cost and simple automation, it can be one of the top ROI producers in your marketing strategy. There are several things to consider in order to create a successful email marketing campaign.
Mistake 1: Less than Great Email Subject Lines
To start, we all know how important it is to write a solid subject line. The subject will provide your recipient with their first impression of your email. A weak subject line will likely equal a weak open rate. Spend as much time thinking about your subject line as you do thinking about your email content.
Don't Make These Email Marketing Mistakes
Before getting started on the content of your email, here are a five suggestions for what NOT to do.
Not paying attention to device type
How well do you know your recipients? Are they more likely to open emails on a desktop, tablet, or smartphone? If you have done the research on your target market and have this information available, you absolutely need to use it! Optimize your email for your recipients' desired device type, without neglecting the other types.
For example, if you know your target market is most likely going to open your email on their smartphone, add mobile-friendly features such as your hyperlinked phone number. Although the hyperlinked number won't offer many benefits to someone viewing your email on a desktop, they are still able to see and interact with the information.
Marketing automation tools such as HubSpot and Ontraport make it super simple to see what your email would look like on different devices. Make sure to preview your email for each device type and make adjustments as needed.
Check out our other blogs on email strategy:
Using the wrong tone
Your business and brand have a personality. The "voice" or "tone" of your brand helps people identify with your business a certain way. Your business' tone is likely the result of the needs of your target market. For example, a financial company may have a serious tone, whereas a clothing retailer has one that's more relaxed.
Especially in email marketing, it can be tempting to try different tones. Honestly, that's OK, so long as it still closely resembles your brand's personality and the needs of your target market. However, trying something too different may not sit well with your audience and could give them the wrong impression of your business.
Sending emails that are too long
Unless you’re emailing your recipient specific information that they requested, your email should be less than 300 words. I know this sounds short, but consider the position of your recipient. They’re receiving what is likely perceived as an unsolicited email. While they may appreciate your content, they may not have time available to read through a long email. Even Microsoft has recognized that people tend to lose concentration after eight seconds.
Make your content more impactful by getting to the point quickly and having a valid business reason for emailing your recipient.
Not having a clear call-to-action
You sent a marketing email; that’s great! No one responded; that’s not great.
What a waste it would be to spend your precious time crafting a delightful email with a well thought out subject line, only to have no one take any action. One way to avoid this is to have a crystal clear, rock solid call-to-action (CTA).
The purpose of your email should be to drive a certain action. Maybe you have a new eBook that you want the recipients to download or you're trying to schedule an appointment with them. Whatever your CTA is, make it clear and obvious, and focus your content on directing the recipient towards completing the CTA.
Keep in mind the buying stage that your recipient is in when you prepare your CTA. If your recipient is a prospect, asking to schedule an appointment in your first email might be too much too soon.