Email Marketing Mistakes to Avoid
Of all of the tools available to marketers, email campaigns are the most versatile and effective when used correctly. That being said, there are a lot of details that are easy to overlook when creating them. Don’t worry though, we’re here to point out the common email marketing mistakes to avoid so you don’t have to learn them the hard way!
Using a One-Size-Fits-All Approach
Not all customers are created equal, and their emails shouldn’t be either. Consumers get a lot of emails sent to their inbox every day, so you have to find a way to stand out from the crowd – and how to do that, is personalization. By sending emails tailored to different target segments, you’re likely to increase the open rates and conversions. People like to think they’re not “just like everyone else” and don’t want to feel as though they’re getting sent a mass email from a huge list. By putting some personalization in them (ie: Hello John, or “we see you recently did ____”) you immediately separate yourself from the sea of other emails vying for their attention.
Focusing on Desktop Users
Nowadays, the majority of people view emails on their mobile devices. If your emails aren’t mobile friendly, you’re missing out on marketing to a huge chunk of the population. When people open an email, they immediately scan through it to decide if they even want to continue reading. If your email doesn’t load properly on mobile or they are unable to view an image, users will lose interest and all your hard work will never be seen.
Having One Big Text Block or Picture
While it may seem cool and different to create an email with just a giant picture or large text, there is a reason it isn’t done often. It is difficult for email providers to read these types of email and they often are categorized as spam or will block the images – and your customers can’t convert on something they can’t see! Stick to a template with some variety to help you achieve your desired result.
No Call to Action
The main point of email campaigns is to entice the recipient to complete a specific action. As the marketer, you must make it clear what that call to action is and how readers can complete it. This is usually done by providing a button, clickable image, or widget at the end of an email, encouraging the recipient to follow through with an action. Give interested customers a clear course of action in every email.
Broken Links and Pictures
This is a pretty straightforward mistake that, unfortunately, too many email marketers still make. Ensuring that you check all links and pictures inside the email is one of the most important steps when creating and sending an email campaign. If a picture or link doesn’t work, put your troubleshooting hat on and ensure that when fixed, they work in all web browsers and email platforms.
Getting Trigger Happy
We all know that feeling of excitement when you’re about to send an email that you’ve worked hard on to make perfect. But before you send it off into the world wide web, take a moment to do a final error check. You can never send yourself too many test emails to make sure that everything is exactly how you want it!
At Red Egg, we’ve been doing email marketing for a good while and would say that we know it pretty well! If you have any questions about how email marketing can help your small business skyrocket to success, feel free to give us a call and we would be happy to help. In the meantime, keep these email marketing mistakes to avoid in mind when crafting your next email campaign.