Email marketing has always been and shall always be the most responsive marketing strategy in the digital domain with clear statistical report from recent surveys confirming an average of 61% respondents affirming that they regularly read mails from companies and another 77% respondents from a different survey stating that they prefer receiving permission based mailers.
Keeping these data into perspective, we look into some of the common email marketing mistakes that marketers must avoid in order to drive a successful mailer campaign.
Unfulfilled promises made to entice the reader that otherwise does not yield the benefits cited in the mailer leads to a loss of your reputation and degrade the impressions of customer loyalty towards your product, services or brand value. Always ensure that you stand by what you state on your mailer starting from the subject liner down to the actual CTA of the campaign.
No connection between Email and Landing Page (LP)
Ensure that your email call-at-action leads the reader to an effective landing page that corroborates what you have claimed on your mailer subject liner through the content body. If you do not follow this much advised connection, you will eventually compromise a drop out of the conversation with your customers.
Overdose of content
Mailer content body should always be concise and to the point with minimal call-to-actions that are highly visible so that your reader could comprehend what is expected out of them. You need to win your customers confidence and therefore your conciseness in the mailers call-to-action does the job effectively.
Using words that trigger spam filters
Be careful with the words you select on your mailer content, more specifically on the subject liner as spam filters today are way more intelligent and could easily capture some particular words that they may determine as spam triggers. Here is a list of spam words complied by Hubspot.com that you need to avoid.
Assuming that everyone on your list wants your emails
Email campaigns with the objective of reengaging subscribers who haven’t responded to your call-to-actions as they should be is an important aspect for marketers to pay heed to. The need to keep a close eye on each subscriber’s engagement history helps you build a good email subscriber list for the long run and keep cleaning subscribers who have a low engagement level regularly.
Respect the reader’s choice to request the removal of their email subscription from your campaign list and an average unsubscribe rate of under 1% should not be a matter of concern for marketers. Rather eye them as potential dead subscribers who would have otherwise needed your attention in having them cleaned from your campaign list over a period of time due to their low engagement scores.
Not thinking of email as a lead generator
Email campaigns are channels of high value lead generation and not just limited to lead nurturing. In fact, they both constitute a perfect combination of lead generation & nurturing and therefore marketers must include social sharing and forward button on every email campaign so that the recipients could easily spread and share your call-to-actions across the social networking domain.
The following post is based on the blog titled “15 Common Email Marketing Mistakes to Avoid” published by Position2.com and the role of Blogs4Bytes.WordPress.Com is to bring in the key highlights to its reader base.
Read more more mailer marketing campaigns & stay updated with all the latest news & updates from the mailer marketing domain by following the group on “Email Marketing Essentials“.