Are you using email marketing as effectively as possible?
Email marketing remains one of the most effective ways to connect with your audience, drive sales, and foster long-term relationships.
However, if your strategy is just writing some content and sending it to your entire list, and you’re not segmenting, personalizing, and choosing strategic content, chances are you’re making some very common mistakes that are hurting your numbers and goals.
BUT! These mistakes have simple solutions that can breathe new life into your marketing efforts.
Whether you’re just starting a new strategy or looking for inspiration to amplify your current endeavors, here are five common mistakes to avoid, and top solutions to correct them.
1. Not segmenting your list
One size does not fit all! One of the biggest mistakes businesses tend to make is sending the same message to their entire email list. Typically, not all of your subscribers are interested in the same thing—some may have signed up as a networking resource, or with interest in a specific type of product or service, or even just because they want to know more about upcoming events. Sending the same content to all subscribers can cause an increase in unsubscribes and hurt your digital reputation.
Solution: Categorize your email list based on demographics, behavior, and location—or, if you’re in e-commerce, create additional categories for purchase history and engagement.
2. Only optimizing for desktop or mobile instead of both
While it’s often easier to create and send emails on desktop, most readers are viewing email on a mobile device. If you’re not previewing your emails in both formats, chances are you’ll have some layout issues, from image placement to content becoming way too long.
This can be a major turn-off to viewers, who are accustomed to professionally laid out emails that are easy to read and visually appealing.
Solution: Preview, preview, preview! Ensure your emails are responsive, meaning they automatically adjust their layout to fit the screen size of any device. Test your emails on different devices before sending them to ensure they look great on all screens.
3. Content Overload
This one is pretty self-explanatory. Unless your brand is known for sending essay-length reads or a ton of monthly topics, it’s better to keep your email content limited.
Solution: Want to increase your click-thru rate? Keep your content short and link it to your website, whether you’re promoting an item or a blog post. Quick blurbs with an enticing “Learn More” or “Keep Reading” links are a simple way to keep your email short and sweet, while sending readers to your website—where they’ll hopefully become leads and customers.
4. Neglecting personalization
“Greetings!” was perfectly acceptable 10 years ago, but is no longer an exciting email salutation. Generic emails that lack personalization often fail to capture the attention of subscribers. While you might not always have the subscriber’s first name, it’s still crucial to ensure your email feels personalized to the reader’s interests. Otherwise, why would they remain a subscriber?
Solution: Try to obtain at least a first name, but also, any other relevant data from your contacts. Do this by creating contact forms with required fields, or by sending surveys to your existing list. Offer a discount in exchange for their time, if you’re looking for an incentive.
5. Ignoring your metrics and analytics insights
Open rates let you know how effective your subject lines are. Click-through rates let you know how exciting your content is. Bounce rates inform you of whether it’s time to clean out an outdated lists. Your metrics can help you determine your content strategy.
Solution: Track key performance indicators (KPIs) and review them after each send. Review a few times (day-of, a few days later, one-to-two weeks later). Look for patterns and trends that can guide your future strategy.
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Deliver value to your readers with strategic, personalized, optimized content with an email marketing roadmap. Let me know how I can help! (And ask about my bundle discount!)
Melissa Esposito Writes 