You may think you have your email marketing strategy down to a tee. However, there are plenty of brands still falling at the first hurdle and making simple mistakes. When you send out an email, you have one chance to impress that recipient and as most other businesses are doing the same thing, competition is fierce.
Nowadays, people expect a more personal approach and brands are continuously adapting their marketing to show more personalisation. Therefore, generic, blanket campaigns no longer cut it.
They get lost amidst a plethora of other irrelevant emails considered to be spam.
This is the worst category you could possibly land in, so to avoid it, here’s 7 mistakes you’re making with email marketing and how to rectify them.
1. You make easy mistakes
First things first, don’t fall for common blunders. Your email is going to land in a sea, no, an ocean of other emails so you don’t want to just blend in more by making a mistake. You have one chance to make an impression and falling at the first hurdle can really damage your campaign.
Get yourself a set process in place from start to finish. Map out each part of your email procedure to ensure you can’t go wrong. Whether you think you have it nailed or not, this will help ensure no blunders slip through the net. Here’s a helpful rundown of common mistakes that you should really avoid.
2. You’re a bragger
When emailing a new client, do you see it as an opportunity to tell them (brag) about other businesses you work with? If so, you really need to stop. Yes, this can be a way to endorse your credibility as a business but does a busy IT manager really care? They want to know what you can do for them, not their arch competitor from across town.
Including testimonials now and then, that relate directly to the recipient can be beneficial. Just remember to do this tastefully and in a way that won’t distract from the actual message. Always keep in mind how or why your email will appeal to the recipient and make that the focus.
3. You don’t target
In 2018, targeting should be an absolute given. If you think you can blanket send emails in the hope that someone bites, you’re wasting your time. People no longer have time for impersonal emails. The customer journey has changed and if you want people to show interest in your product or service, it has to benefit them specifically.
When compiling an email list, be thorough and break it down into segments. For example, a national jewelry store may be sending out the same offer nationally but by tailoring the offer for each location, it will appear far more personal.
Think about the service or product you offer and break your audience down into segments. Each email you send should then be specific to each segment making for a much more personal message.
It’s always best to include something that makes people want to click through to your website to find out more information about your products or services, such as an infographic, in-depth guide or a useful tool.
4. You don’t use a clear call to action
Aside from building awareness, when you send out an email campaign, you want people to act, right? Failing to include a call to action is just about as useful as sending a blank email. It’s important to direct your audience and make it as easy as possible for them to take action.
Clothing brand Bonobos did a stellar job of incorporating a clever call to action which led to a clear increase in sales. They sent out a simple message ‘select your size and get 25% off all shorts.’ Recipients were then presented with every different size so all they had to do was click their size and save 25%.
5. You send image only based emails
Not all users have images set as default, only 33% in fact. Therefore, if your campaign is solely image based, a large proportion of your audience may not even see it.
Including your key message as a text is, therefore, a safer option as you can be sure it will load.
Using images is a great way to grab the recipient’s attention, just be sure to lower the resolution so the images load fast.
6. Your email subscription list is poor
7 Terrible Email Marketing Mistakes You Should Avoid
Mailigen recently reported that email is considered the most effective digital marketing channel by 54% of marketers. The report also showed that 89% of marketers primarily use email marketing for lead generation.
This data disproves those who claim that “email marketing is dead.” However, many marketers are still making plenty of email marketing mistakes in their campaign. Perhaps that’s one of the reasons why email marketing isn’t so effective for them.
In this article, I’ll outline seven terrible email marketing mistakes you must avoid to find success.
#1. Not Using A Responsive Design
Many marketers make the mistake of assuming that their recipients are accessing their emails using a laptop or desktop computer. The truth is that 67.2% of consumers check their email using their smartphones according to Blue Hornet. Another 42.3% access their inboxes from iPads and tablets. This makes it imperative for you to switch to mobile-friendly emails.
Get Response found that 42% of subscribers resort to deleting emails that aren’t displaying correctly on their phone. While this is the case, only 25% of marketers are optimizing their emails for mobile. This one of the biggest email marketing mistakes considering that 41% of all emails are opened using a mobile device.
You can avoid this blunder by switching to a responsive design for your emails. Then they’ll adapt according to the device used to open them. Creating a responsive design simply involves adding a short code snippet. This code modifies the email’s appearance according to the recipient’s screen size.
#2. Segmenting Your Lists Incorrectly
Segmentation is a crucial part of successful marketing whether it’s through email or any other channel. Yet many marketers still fall victim to email marketing mistakes by sending the same email to their entire contact list. It’s important to remember that one size does not fit all in marketing.
Segmenting your email lists can help you target your customers more accurately. It’s an effective way to customize your email content according to the needs and preferences of certain customer types. In fact, Lyris reported that email list segmentation increases open rates and decreases unsubscribe rates.
#3. Writing The Wrong Subject Line
What’s the first thing recipients notice about your email? Regardless of which device they use, they’ll be noticing your subject line first.
What’s the point in writing great email content when your subject line isn’t interesting enough for recipients to open? You must prioritize on crafting subject lines that not only grab consumers’ attention, but also make them want to read the entire email.
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In research conducted by Sidekick, it was found that personalized subject lines improved email open rates by 20%. Writing long subject lines is another of the important email marketing mistakes to avoid. This same study showed that email subject lines with 30 or fewer characters performed much better.
#4. Not Double-Checking Your Links
So you’re now getting your recipients to open your emails and read the entire message. Maybe you even got them to click on your well-designed CTA button to take the next step.
But what if the link you’ve added to this button is broken? Here’s another of the terrible email marketing mistakes. Broken links can cost you click-throughs and potentially drive away subscribers.
Make sure you double-check that all your links are working before you hit send.
#5. Underestimating The Value Of Autoresponders
An autoresponder is a computer program that sends generic, transactional email messages automatically when someone takes a specific action. They can be sent as order confirmations, welcome messages, opt-in list acknowledgments, product activations, and much more.
Marketing Sherpa reports that many businesses are making email marketing mistakes by only using autoresponders for welcome and thank you messages.
8 Common Email Marketing Mistakes to Avoid in 2020
It doesn’t matter what type of business you have or what industry you’re in; everyone needs to incorporate email campaigns into their marketing strategy.
There’s a common misconception that email marketing is dead. That’s just simply not the case.
So for those of you who are struggling with your email strategy, there’s a good chance that you’re making some mistakes. Don’t get me wrong—I’m not saying this to discourage you.
This is actually good news. All this means is that you need to make some adjustments with your approach to have more success.
One of the reasons why email marketing is so useful is because it delivers a high ROI. For every $1 you spend on email campaigns, you can expect an average return of $32.
81% of small business owners say they rely on email as their primary customer acquisition method. Additionally, 80% of small businesses say that email marketing is their primary method for customer retention as well.
Even if you’ve been having decent success with your email marketing campaigns in the past, you can still benefit from this guide.
Without even realizing it, you might be making mistakes that are holding you back. So if you’re ready to take your email strategy to the next level, review and correct these eight mistakes that should be avoided at all costs.
1. Not welcoming your subscribers
You just added a new subscriber to your email list. That’s great news!
This person was navigating through your website, made their way to a landing page, saw your email value proposition, and filled out the form fields required to sign up. They took a lot of steps, so clearly they’re interested in your website and brand.
If you’re not planning to contact them until you send your next newsletter or coupon, then you’re making a big mistake. Welcome emails should be triggered immediately after a sign-up. That’s because they have the highest open rates compared to every other email category.
This makes a lot of sense. Think about it for a second.
Why did this person sign up?
Maybe you have an ecommerce shop and you promised something along the lines of exclusive discounts or offers for people who opt-in to your email list. Obviously, this visitor wants to buy something.
7 Common Email Etiquette Mistakes You Need to Avoid When Writing Cold Emails
Although for many of us writing an email comes without much difficulty, it may be beneficial to stop, review what we’ve written and thought how others may perceive it. As we’ll see in this post, we may commit a blunder without even knowing.
- Gloria Kopp authored a blog post for us about typical email faux-pas.
- Let’s dive into it.
Emailing is one of the most popular lead generations used by businesses today. In fact, more than 63% of B2B businesses claim it’s their most effective form of generating revenue. It’s also extremely cost-effective.
However, sending out potentially thousands of emails to potential customers is a risky business, especially if something in that email is wrong and your prospects have spotted it.
Seven email etiquette mistakes that happen a lot
To help you ensure perfection, here are seven of the most common mistakes that you need to be aware of.
Lack of personality
One of the biggest disadvantages that cold emails have is the fact that they’re cold emails. Let’s face it; they have a bad reputation. That is, sending a generic, tone-deaf, and quite frankly, boring, email is not going to do you any favours. It will simply reinforce the image that cold emails are bad.
7 Common Professional Email Mistakes and How to Avoid Them
Each day, the average office worker receives 121 emails in their inbox.
This means that when you send a professional email, your email is competing with an average of 120 others each day for the attention of your recipient. In order to win this attention and earn trust in you and the contents of your message, it is imperative that your message is mistake-free and stands out as a well-written professional email.
We’ve compiled a list of seven common professional email mistakes (and how to avoid them) so you can gain your recipient’s trust.
With so much of everyday professional communication taking place over email, it is essential to your professional status to make sure your email is clear, concise, and as mistake-free as possible. Here are some common mistakes to look out for and avoid in your professional emails:
1. Imperfect spelling/grammar
The most important mistakes to avoid when sending a professional email are also the most common types of mistakes.
Spelling and grammar mistakes immediately diminish your intellect and professionalism in an email, and are easily fixed with careful proofreading before the email is sent.
You can also cut down on spelling and grammar mistakes with a web extension or other AI writing assistant software to ensure that your email is of a professional standard.
2. Unnecessarily long emails
7 Email Mistakes to Avoid at Work
Not surprisingly, digital communication accounts for a large portion of professional interaction these days. In fact, the average U.S. employee sends or receives 121 emails every single day, according to a recent report by market research firm Radicati Group.
And McKinsey Global Institute clocks the average worker in at 13 hours each week for email — that’s a whopping 28 percent of work time. Talk about inbox overload. With more relaxed business environments, it’s easy to become overly casual with messaging across platforms both internally and with clients.
Set yourself up for success by avoiding these common email faux pas in the workplace.
1. Becoming a slave to your email
Your inbox never stops working. It doesn’t take vacation or shut down after-hours. Unfortunately, many employees follow suit, sometimes dropping everything to refresh and respond right away.
Technology researcher (and author of Work Smarter, Rule Your Email) Alexandra Samuel recommends creating mail filters for different types of email, committing to a regimented email schedule (when you check, how many times a day, how long you devote to the task), and even setting up your inbox to push top priority messages to you via text so you’re not constantly chained to your inbox.
[RELATED: 7 Surprising Finds About How (And Why) People Tip]
2. Misusing cc or reply all
It’s understandable to want to involve the entire team in an email discussion, but oftentimes it’s an imposition on people’s time. Task management technology group Azendoo suggests copying only those who need to weigh in directly.
The same goes for replying to email in which others are copied. Try responding only to those who need to know. Another serial offense: Marking email as urgent that isn’t actually very time-sensitive — just don’t do it.
It’s a bad habit that will send you straight to the email blacklist.
The 12 Most Common Email Mistakes Professionals Make
Most professionals spend their days sending email after email, making it easy to overlook mistakes or forget common courtesies. However, even these small details can make a big difference.
“A poorly written email can discredit your professional image,” says Diane Gottsman, etiquette expert and founder of the Protocol School of Texas. “That's just as important as your business suit, the way you carry yourself. It's part of who you are in business.”
While it's easy to send a quick reply from your phone, it's important to take the time to double check every email you send.
Here are 12 common mistakes you should avoid:
Forgetting to use a greeting or closing
Always open with a greeting when beginning a conversation. Otherwise, your email will come off as terse and demanding, says Judith Kallos, an email etiquette expert. The same goes for including a closing line.
“Every single word you speak or type is about forming an impression and building your brand,” Kallos says. Leaving out these simple pleasantries won't give off a friendly vibe to potential clients or partners.
Being too formal
While formality remains crucial to professionalism, if you're emailing a client you call by their first name in person, don't revert to an honorific, such as Mr. or Mrs., in the email, Gottsman advises. Your email opening should always reflect your relationship with that person.
Becoming too informal too quickly
While an email thread can swiftly become short and friendly, starting off too informally — for example, saying “Hey Megan” instead of “Hello Ms. Smith” to a new contact — may seem disrespectful.
“It can smack of a lack of professionalism that may cause people to wonder what else you don't realize is important or take seriously,” Kallos says. Always start a conversation politely and formally, and follow the other person's lead.
Gottsman recommends waiting until they sign off using their first name to use it yourself.
Saying “to whom it may concern”
7 Mistakes People Make When Dealing with Email
Despite significant advances in technology, email continues to play an important role in our lives. Our inboxes are inundated with email every single day.
We constantly check our email inbox, regardless of whether we’re supposed to or not. Sometimes we just want to be in the loop and not miss any new pieces of information. We want to respond to queries immediately. After a long weekend or holiday, we get stressed out to look at in our inbox. And the list goes on…
Is there a way to alleviate the problem? What can productivity do for you to escape the email syndrome? This post is searching for the answers.
Let’s dive in and see the seven mistakes people make when dealing with email—and how to avoid them.
#1 Emailing in the morning
Don’t email first thing in the morning, unless your job is customer support. If you happen to get this single takeaway, you’re much ahead of most people. Stop reading now and make a commitment that you won’t email first thing in the morning, at least over the first two hours.
Seriously, you don’t have to read this blog post any further. This single thing will change your life. Close your browser now if you want, I really don’t take it personally.
If you decided to read further, I want to tell you a secret: I would email as my very first thing every morning for years. I really wanted to clear my inbox as soon as possible and, of course, make an impression that I respond to my emails immediately.
There’re times when this strategy works and feels good, but what I found out was that it’s a waste of my most precious resource: my morning hours when I’m at my peak performance level. This single shift has literally changed my life and I’m now way more productive than ever before.