Email marketing is one of the most powerful business communications and marketing channels. According to Forbes , one-third of marketers use email marketing, and 90% plan to increase their spending on email campaigns
It is also among the most effective methods to reach out to prospects. ROI for email is quite impressive, where marketers gain $36 for every $1 spent.
Now, with such potential, if you fail to leverage it, or at worst, lose all hard work over common email marketing mistakes, it will be a waste of time, effort, resources, and money. Not to mention the money you’re leaving at the table by not being able to leverage email marketing to its full scope.
Here comes this blog highlighting all the potential email marketing mistakes you can make that cost you an opportunity for business growth.
According to the Data & Marketing Association (DMA) report, 25% of revenue comes from the segmented list of emails. Sending targeted emails to these segmented emails brings businesses 30% of revenue.
That's only a baseline segmentation potential, which brands lose if they are not utilizing segmentation.
Sending emails to potential customers without an opt-in offer has more chances of them not responding. So, to begin with, you won’t be able to build the most effective list that potentially can lead to conversion.
Also, this helps you not get blacklisted by blacklisting databases, avoiding spam complaints, and ensuring compliance with CAN-SPAM and GDPR laws.
Welcome emails, or better yet, welcome emails, are critical steps in engaging a newly joined subscriber and leading them further toward their customer journey.
Suppose a customer lands on your website, loves what you offer, and signs up for your email list. But since you’re not going to send the person a sequence of welcome emails, they are more likely to forget you, which is why they signed up in the first place.
Also Read: Here Are 7 Email Marketing Ideas For The Food And Beverage Industry That Work!
50% of marketers reported a great conversion rate when they used a lead magnet to boost signups. Yet 40% of marketers say they do not use lead magnets.
Lead magnets are free yet highly valuable products or services that marketers give away in exchange for a person’s contact details.
It is a highly effective way to attract new signups, nurture the leads, and engage with them throughout their customer journey.
When emails have a poor sender reputation or do not have a verified sender ID, your emails are most likely to end up in the recipient’s spam folders. A bad sender reputation also causes a high bounce rate.
Not adding clear call-to-actions (CTAs) or not adding one at all leaves your recipient unclear on what to do next once they finish engaging with the email.
Since your email lacks direction, it fails to leave an impact, encourage the prospects to take action, and drive conversion.
So, better make sure you add a clear, precise, and compelling CTA towards the end of the email, leading the reader towards the desired action.
Buying an email list is a sure-shot road to get your email service penalized. You will violate the compliance rules under Europe’s GDPR, i.e., the General Data Protection Regulation and Canada’s CASL.
It is even illegal in some countries. Also, creating your email list from scratch helps you build a relationship with the customer.
For email marketing, the permission has to be clear, and verifiable consent must be expressed by the recipient where they agree to receive marketing communication.
For example, ticking a checkbox that says, “ I would like to receive marketing emails from ABC company.”
Without it, your emails will likely be marked as spam, with fewer chances of getting opened or engaged. Not to mention, getting “blacklisted” by spam filters damaging your brand’s reputation.
Also Read: How To Integrate Omnichannel Communication With Sms, Email, And Voice?
When you send emails at the right time, you are straightaway improving the success rate of your email campaigns.
Most emails are read within an hour of receiving them. So it becomes essential which hours you should choose.
By sending emails at the wrong time, you reduce your open rates, minimize click-through rates, and increase competition for attention.
For example, as per Moosend research:
A subject line is what a recipient first sees about your email. It’s what makes the person decide whether to click on the email.
In fact, 47% of email recipients open an email based on the subject line alone, whereas 69% of recipients report email as spam solely based on their subject line.
Yet poorly written subject lines are the most common email marketing mistake. If anything, a subject line can make or break your email marketing campaign.
So, it better be unique, attention-grabbing, personalized, and engaging enough to make people click on your emails.
Must Read: 7 Epic Practises To Boost Your Email Marketing Campaign
The most common email marketing mistake among new marketers is that they confuse sending more emails as a promising strategy!
You might be tempted to fill the marketing calendar with many promotional emails and newsletters. But that will only take your customer to what is called - email fatigue.
After a time, they either start ignoring your emails or take time and effort to opt out. The idea here is not to come too strongly to potential customers but rather to provide them value and build anticipation of your emails.
No-reply emails might seem sensible to keep the communication one-way through a specific channel and instead redirect them to social media platforms or websites. And to an extent, it is! But it does more harm than good, especially in the long term.
Customers prefer the ability to reply to their business. It has a negative impact on the message’s deliverability, as emails that are only one-sided tend to end up in the spam folder.
Also, no-reply emails make customers feel that the brand doesn’t care about the customers’ feedback or opinions.
Emails are undoubtedly the most effective way to reach out, engage, and build brand loyalty. Email marketing campaigns take so much strategy, effort, and time to make them successful.
These common email marketing mistakes highlighted in this blog will only steal away the effectiveness of your campaign and even result in massive failure. To avoid such errors, the best business can do is bring email marketing experts.
Route Mobile, a leading business communication and marketing service provider, offers SendClean, an email delivery platform, to simplify and automate your email campaigns to achieve your marketing and sales goals. After that, you no longer have to worry about committing email marketing mistakes. All you have to do is contact our experts to get started!
What Could Be Reasons For Failing Email Marketing Campaigns?
One of the core reasons for failing email campaigns has to do with smart personalization to tailor your emails to the recipient’s interests and needs.
How To Improve Email Marketing Strategy?
Segmentation allows businesses to craft messages specific to the customer group, whereas personalisation is more about customising the messaging relevant to all prospects.
What Are Some Most Common Email Marketing Mistakes To Avoid?
The most common email marketing mistakes to avoid are ignoring segmentation, lack of personalization, poor subject lines, not taking user permission, sending too many emails, or sending at the wrong time.
