7 Mistakes You Should Avoid to Make Your Email Marketing Campaigns Successful
For a long time, namely, for 40 years, mailing has been the main way of communication. And despite the numerous opportunities which social media offer, email marketing is still effective mean for sales boosting. If you think, it’s dead, stop thinking in this way. Look at the statistics provided!
Can you imagine that more than 70 trillion emails are sent annually! And this is not the limit! If to take the 2015 parameter, in 2016 people have sent 28% emails more. It’s expected that this year will show the record number of the emails sent - 269 billion. As you may see from the statistics, it’s a bad idea to fold a corporate email marketing up.
Note that email marketing can be a powerful tool for creating solid relationships between customers and merchants only in case the marketing campaigns proceed in the right manner. I suggest you at least 3 reasons why you are to follow for making your email campaign successful.
Everyone uses emails
Hubspot insists that around 90% of customers use email. This is more than enough for you to continue you mailing activity.
Emails are easy to track
Most of the marketing tools allow tracking the effectiveness of the emails sent. As a rule, the following figures are available in the reports: the number of emails opened, the quantity of the links clicked, and other performance indicators.
Targeting is available
Targeting is the most successful business strategy enabling to push customers from the review stage to the stage of purchase decision making. So, email campaigns can actually be dedicated. when the emails contain the right content corresponding to the needs of each particular customer groups.
Now when you are assured you don't’ need to stop sending emails to your customers it’ time to discuss what makes your emails unopened, unanswered, unclicked… You know we may continue this depressing row of the words, but instead, let’s see what mistakes you should escape in your emailing campaigns.
Don’t be annoyingly persistent
Are you completely sure that your customer is burning with impatience to get this particular letter? Despite you think this customer or this definite group of customers may be interested in your suggestion, in most cases it’s not true. By the way, when you send a commercial offer to a customer who hasn’t subscribed to receive the email of this type, you send trash. Don’t make it! It can impact your brand awareness in a negative way.
Don’t hurry to send
Before pushing the confirmation button, it’s needed to check everything. And the best way to make it is to send testing emails. While studying testing letters, be sure the links lead to the rightest places, images are opened in a proper way and no grammar mistakes are found. Moreover, keep an eye on your emails look well despite what devices are used: desktops or cell phones, or tablets. Note, that as Litmus has studied, more than 50% of all emails are opened on mobile devices.
Don’t be afraid of using the screaming subjects
The email subject can inspire your customers to either open your email or move it to a trash folder without opening. So, don’t miss this opportunity to attract their attention and make read your email until the end. So, which subject you choose: “Explore our new offer” or “Know how to spend less money and get more”. By the way, the main aim of each business is to solve the problems which their customers have. Try to describe the way you may do it on the email subject.
Don't’ ignore unsubscription service
Your customers should have an opportunity to unsubscribe through maximum 2 clicks. It’s crazy thing when your customers have to wait for confirmation letter or type their email addresses. The complicated unsubscription procedure may lead to your customers will indicate your letters as spam. The more ‘spam’ marks you have, the more your brand image suffers.
Don’t rely on your expertise too much
The customers tend to leave the email unread. The most important message should be placed at the beginning of the letter. And only after that, it’s reasonable to put any additional information. If you are to call customers to action, be sure this call is presented in the clearest way. And don’t put infographics to your letters. This trend is ineffective here. The reasons are the images can display in an inappropriate manner or can’t load at all. Don’t allow images speak instead of you! Use simple lexicology and easy to understand sentence constructions.
Don’t put on your intuition exceptionally
Your intuition is an actually good thing but there is statistic and it’s better to study it carefully. So the open rate is mostly defined by the frequency of mailing, the successful combination of email subject and preheader, and the quality of the relationships between senders and recipients. The click rate is the best indicator of the proper content, effective ‘call-to-action’. The unsubscription rate shows whether your communication strategy works or not. Using these indicators, you can make a data-driven decision on changing the overall marketing campaign.
Don’t use BCC in your email campaigns
Sending an email in BCC to a great number of recipients is a drastically bad idea. It’s slow process which generates numerous errors and which finally leads to providers block such letters. Without a professional electronic marketing system, your customers will not receive your emails due to the number of reasons. The reality is automation is all yours. Would you like to generate successful follow-up emails to keep customers within your store? In particular, if your website is built on Magento, you will find numerous extensions for Magento 2 developed for creating prompt emails.
The email marketing is actually significant for ecommerce, in particular, if we’re talking about the B2B world. In general, it covers 73% of the whole range of all communication channels between enterprises. So, email marketing is not going to lose its status as the most comfortable and effective way of communication. Try to escape the mistakes described below to carry out exceptionally successful email campaigns.