Ever since social media platforms have taken the center stage, many believe that email marketing has lost its edge. Email marketing ROI is close to around 4200% in 2021 . Trends suggest that marketers are not even close to ditching email for other marketing channels.
There were 306.4 billion sent each day in 2020 . With so much competition around, even a small mistake can dent your company’s growth. This is why it is essential to avoid some common email marketing mistakes to gain an edge.
In this article, we will run through different errors marketers are making in their email marketing campaigns. Get ready to find solutions to these mistakes and craft the most effective email marketing strategies.
Let’s dive in.
1. Failure to Segment Your Subscriber List
This is one of the most common mistakes marketers make while crafting their email marketing strategies. If you do not segment your subscriber list based on their preferences, you are losing out. Email marketing is a perfect opportunity to build intimate relationships with your prospects and clients.
Customers love interacting with brands that care about their preferences and share the same values. As a marketer, you should bifurcate your email list based on occasional customers, regular customers, prospects, and brand loyalists.
When you deliver customized emails, it will boost your organic engagement rate. The success of your email campaigns depends on the degree of personalization to some extent.
2. No Clear Call-to-action Leading to Sign-ups
When you do not focus on adding a clear call-to-action (CTA), you are sending an open invitation to failure. The thumb rule states that it is vital to make a clear and concise copy around the CTA. The copy can either encourage readers to sign-up for something or talk about discounts and other promotional offers.
Do not miss the chance to communicate with your audience. It is a good practice to tell them what they should do next while engaging with your content. Before you write an interesting copy, you should know which CTA you want to trigger.
Do not make the mistake of adding three to four CTAs as it can confuse your audience. Focus on one CTA and prioritize triggering a result as soon as possible. Remember that your copy should be written in such a way that it makes the CTA relevant.
3. Making Use of Pushy Content
When it comes to emails, you have the liberty to use a bit of informal language. Your emails should not be written in an ultra-professional sales language. A lot of marketers make this mistake, but it is important to use conversational language in your emails. Sales-heavy language makes your emails sound very pushy to read.
There are many ways to jazz up your email copy to make them more engaging. Use these conversational language hacks to ensure that your emails do not sound very pushy.
4. Ignoring Email Testing and Analytics
Imagine sending emails with broken links, blurred images, and spelling mistakes. That would be nothing short of a disaster for every marketer. On top of all this, you send emails to the wrong customer group – a major blunder that can dent your reputation.
This is why the top companies test email copies with the best tools to identify technical errors such as HTML setup, image loading, and more. You can also use the A/B split testing feature for hyper-personalization and formatting.
Along with A/B testing, do not forget to track the performance of your email campaigns. You should evaluate all the important metrics to identify the areas of improvement. You can modify your campaigns based on their performance and get better results in the future.
5. Ignoring Mobile Users
It is true that a majority of the emails are sent via a computer. However, they are primarily opened on mobile devices. This means that you need to design your emails in such a way that they are easy to understand and read for mobile users.
Ensure that you use short paragraphs, use the text wherever possible and that you do not go overboard with visuals. One of the easiest ways to lose a customer or a prospect is to deliver non-optimized and non-responsive emails.
If mobile optimization is not part of your email marketing campaign, you are making a huge mistake. One of the best ways to improve the readability of your emails is to segregate your content into different blocks across different devices.
6. Loopholes in Workflows
Email marketing automation has picked up a considerable pace in the past few years. Automation has become an integral part of a company’s marketing strategy. However, there are different ways businesses get it wrong.
When there are loopholes in your workflows, it affects the consistency of your campaigns. Your recipients are likely to find most of your messages irrelevant, misleading, and not useful. There is a risk of losing your subscribers.
This is why it is important to chalk out your workflows by taking into account a bunch of factors. It is important to ensure that your personalization is on point, trigger actions are defined properly, delivery times are perfectly tuned according to the recipient’s time zone, and more.
No matter how hard you strive for perfection, there will always be room for improvement. When you are crafting strategies, you are likely to make some of the most common email marketing mistakes mentioned in this article. The best email service providers allow you to recall or edit your emails to rectify your mistakes.
Besides, by now, you may have identified where you are going wrong and how you can improve your mistakes. It is time to redefine your email marketing strategy and gain an edge over your competitors.
If you can think of some other common email marketing mistakes, you can share your thoughts by leaving a comment below.
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 Holovach.H (2021) “106 Email Marketing Statistics You Should Know In 2021” Snov.io [online] Available from: https://snov.io/blog/email-marketing-statistics/ [accessed October 2021]
 Lynkova. D (2021) “The Surprising Reality of How Many Emails Are Sent Per Day in 2021” TechJury Available from: https://techjury.net/blog/how-many-emails-are-sent-per-day/ [accessed October 2021]