On average, every $1 spent on email marketing harvests approximately $44 in return.
With an astonishing ROI like this, there is no way you can ignore the importance of email marketing.
A majority of retail professionals claim that email marketing is the best ever tool to retain customers.
As a matter of fact, trillions of emails are sent every day!
However, many businesses still make some embarrassing and unexpected mistakes in their email marketing campaigns which interrupts their success.
Now it’s inevitable that at some point a mistake will happen.
But if we are aware of some of the biggest blunders upfront, it can reduce the possibility of committing the same mistakes.
So in this post, we are going to go through 5 of the most common mistakes in email marketing that can be fatal to your business.
1: Buying an Email List
Getting a database with thousands of emails right at the beginning may appear very lucrative. It may also give you results but at a dangerous cost.
Firstly, purchased email lists are anonymous contacts. They do not actually know you and neither are you sure if they are your potential customers.
Your emails may hit their spam folders and go unnoticed. They also report your emails as unsolicited and mark your business name as spam.
This can severely hurt your IP and even ban your domain at worst. Here is an example-
Marketing with bought email lists also contradicts the GDPR.
That’s why, a lot of frontline email marketing services prohibit sending emails to a bought email list.
2. Incorrect Opt-in Funnel
As stated in the first point, buying an email list is never a good choice not matter how authentic the list is.
It is always wise to generate emails from your website or blog by creating value and credibility to your audience.
Opt-in or sign up funnels work to turn your visitor into a subscriber.
The funnel helps the visitor to engage with your brand by collecting the visitors email and name ( sometimes more date) on his own will.
Here is an example of an opt-in form-
As you can see, the optin form is well optimized with a good offer, clear visibility and prominent data input fields.
This type of form can motivate your visitors by clearly giving out your message, the benefits and outcomes of opting in.
So you are able to establish a relationship from the get go.
However, if you are using a blunt looking form with no clear contents and direction you won’t be able to convert your visitors.
3. Not Sending Welcome Emails
So you have subscribers in your email list and they have all opted-in on their own will.
Great job! But what now?
In many cases, businesses straight away email them with sales pitch and that’s a HORRIBLE idea.
Remember that your subscribers are just like a new person you have just met and got introduced.
You can not expect that person to follow you right away.
So your approach has to be warm and welcoming. Do not push them to be your customer rather make them appreciate you with great communication.
Look at the example here-
This welcome email is split into panels and each has its own icons. There are also links which the recipient can follow and complete different tasks.
You do not have to copy the same idea. Just make sure you are connecting with your new subscriber in a similar way.
4. Wrong Subject Lines
What is the very first thing you notice when you get an email in your inbox?
It is the subject line. No doubt about it!
A recent study conducted by optinmonster suggested that 47% of emails are opened based on their subject lines.
So if you want your email marketing to work and achieve its main objective, one of the primary things you have to get right is the subject line of your emails.
You do not have to do anything fancy or dramatic. Just be plain, simple and realistic.
Try to avoid words in the subject line that sound salesy, scary or suspicious. Mix emotionally triggering words that can create curiosity.
Once you figure out the key to email subject lines, your email open and response rate will jump higher.
5. Lack of Personalization
Personalization has various meanings. Depending on your actions, the definition of personalization may vary.
In email marketing, personalization is tailoring the content of your email according to the specific expectation of the recipient.
This creates interest and trust in your subscribers. As a result, they look forward to getting more emails from you and continue to open them.
There are a lot of ways to personalize an email content based on your subscriber list.
For example, you can begin with adding the recipients name or a recently taken action of the subscriber in the subject line.
You can also address your subscriber by name in the email body or simply use the location data of the recipient to make the email look more native.
You can get location data from EMS or email marketing services such as campaign monitor, get response and so on.
Moreover, you can segment the subscribers before sending out emails by their buyer persona.
The more you follow the principles of email marketing personalization, the more you succeed in your campaigns.
Email is an effective and inexpensive way to reach potential customers. But campaigns with flaws as mentioned above in the post would rather create a negative impression on your customers and make them feel that all you want is to sell your products.
Always keep in mind that like everyone else, your subscribers are people with emotions and not just an earning source for you. You have to value them and treat them as a friend if you want your business to move forward.
In order to make your campaigns successful, make sure your emails have contents that offer real solutions to relevant problems to your subscribers.
If you are able to avoid all these mistakes and target your audience more effectively, than you can gain the maximum output from your email marketing campaigns.