While the principle behind email marketing might seem simple, creating a campaign that works is anything but. Unfortunately, new marketers often make some costly mistakes on their first campaigns. While some mistakes may be minor and won’t have that big of an influence on your marketing campaign, others could completely destroy it. However, once you know what these mistakes are, it’s easier to circumvent them and increase the efficiency of your email marketing efforts.
Here are some of the worst mistakes you can commit with email marketing Campaign.
Not Building Your Base the Right Way
Failing to build a solid subscriber base from the get go is probably the biggest mistake you can make. Before you start, you need to have a solid highly targeted base of potential buyers to send emails to. This is why freebies can be a double-edged sword as you may attract freebie seekers or people who will just subscribe to get the freebie, then leave.
You can start building your subscriber base in a number of ways. You could start by gathering some of your LinkedIn contacts, for instance, or through a subscription form on your Facebook page.
However, whatever you do, stay away from buying a list. Not only will the people you send emails to not know who you are, the quality of these lists is usually very questionable. After all, why would someone sell a highly profitable list in the first place? It’s always better to start your list organically so you know exactly where you subscribers are coming from and what they need.
You also have to make sure that you segment your subscribers depending on where they came from. You don’t want to approach people who came from Facebook the same way you do people who downloaded your free manual. Personalisation will have a direct influence on click through, retention, and conversion rates, so make sure that you pay attention to that.
Using a DoNotReply@ Address
If your emails have a very low open rate, don’t be surprised if you’re using a DoNotReply@ address as a sender. These addresses come across as unwelcoming and uninviting. If you’re going to send emails, send them with an address people will actually be able to respond to. You should also make sure that you showcase your business’s phone number and social profile links to facilitate communication.
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Sending Image Based Emails
Did you know that only about 30% of all subscribers will have images enabled by default? That means that if you end up sending image-based emails, they might be completely unreadable to the large majority of your audience.
However, while image-based emails are usually a no-no, there are times when they work best. For instance, if you’re into the clothing business or travelling, then going for image-based emails makes perfect sense. However, you should try to have text incorporated as well in case your reader doesn’t have images enabled.
Text based emails will usually have a 40% higher chance of getting clicked through than those that are image-based. This is why it’s important that the gist of your message can be read through text if you do decide to send images. If you need help creating a nice HTML email with images and text, try downloading one of these free newsletter templates to get you started.
Not Having a Link to Your Website
Some people make the mistake of adding too many links to their email messages. As a matter of fact, it has been estimated that the average marketing email message contains a whopping 23.3 links.
At the other end of the spectrum, you also have messages that barely have any links. The main goal of your message should be to provide value and send people to your website/offer. However, if you send your people directly to your homepage without considering the message, they might get lost and won’t complete the action you want them to take.
This is why you should create a landing page specifically for these kinds of messages that will be a continuation of the email. This way, your readers will be more likely to continue reading and opt in.
Ignoring Mobile Users
In this day and age, ignoring mobile users will not only affect your sales negatively, but will negate the majority of your users. An increasing number of emails are checked, and searches conducted through mobile devices these days, so you simply can’t afford to ignore this segment. Not only that, but mobile users will have a tendency to check their emails much more often than regular desktop users.
So not only do you have to design your messages for mobile users, but you also have to make sure that they’ll be able to follow through to your offer as well. Not only your emails, but your whole sales funnel should be created with mobile users in mind if you want the best results.
If you manage to steer clear of these few simple mistakes, you’ll be able to get much better returns from your marketing campaigns.