Email Marketing: Get it Right

Email marketing: it’s a largely untapped treasure of marketing connections, engagement, and revenue potential. But why haven’t you had success with it? There are a number of common mistakes made in the realm of email marketing—even by the very best marketers.

Today, we’re telling you all about them…and of course, following up with some tips for making your future email marketing campaigns highly successful.

Email Marketing Blunders—and their remedies

No other marketing technique performs quite like email marketing. Compared to social media, for instance, its reach is unique; its lifespan is longer (emails sit in inboxes until they’re addressed); the analytics are rich and ready to direct your next move; and you can offer unrivalled personalisation.

Maybe you already knew all that, but your email campaigns haven’t brought the success you’d hoped for.

Here are some common mistakes that could be holding you back:

  • You have failed to identify a goal. Establish the reason for your email campaign. Do you want to drive more people to your website? Or to your shop? Do you want to build trust and reputation, to benefit your brand as a whole? Or do you wish to boost revenue? Knowing why you’re starting an email campaign will help you to stay on track to reach your goals.
  • You haven’t provided a way to sign up. Every page that your brand manages (webpages, social media pages, blog articles, landing pages) should include a link where people can sign up to be included on your email list. Three to five fields is optimal, and we suggest advising subscribers about what to expect and about the frequency with which they can expect it. This is so important because those who sign up are ready to hear what your brand has to say—audience members with their ears on, all wrapped up, with bows on top.
  • You have failed to welcome new subscribers. A new subscriber will be most receptive to what you have to say within the first two days of signing up to receive email communications. Don’t waste this opportunity. Set up an autoresponder that will welcome them, thank them, and tell them what to expect. This will help to prove that your team is highly responsive and ready to engage.
  • Emails are arriving too often (or not often enough). Start with a once-per-month email that is high in value, and from there, determine whether you have enough material for (and your audience is receptive to) more frequent mailings. Adjust as needed, based on analytics and feedback—but always notify your mailing list of changes to the schedule.
  • All emails are going to all subscribers. We suggest categorising your subscribers by purchase history, geographical location, level of engagement with your brand…whatever you think is a major contributor to their biggest differences. Using information gathered through purchases, the sign-up form, surveys, and more, you can target particular groups with particular messages. This will make every subscriber’s experience feel more tailored.
  • Your subject line is dull. The subject lines of your emails must scream ‘Open Me!’ Peoples’ inboxes are overflowing, and so they use subject lines to determine what should be opened and what should be deleted. Some tactics that you may employ are the challenging of faux pas and norms, teasing or hinting about what’s inside, humour, a sense of urgency, a great deal, etc. Mix up your subject line tactics so that your readers don’t become bored.
  • Your content is shallow. It’s true that email campaigns serve as ways to keep brand awareness high; however, simply popping in to say hello isn’t enough. The content in your emails must be informative, valuable, recognise pain and relieve it, identify problems and solve them, educate, entertain…in short, you must know what your ideal client wants and deliver—big time—with every email.
  • You’ve forgotten to include social media links. Include easy ways to connect to your brand’s social media pages in every email. This will have a snowball effect, in that subscribers will like your social media pages and in turn steer their friends to sign up for your email list.
  • Your emails are not personalised. Marketing psychology proves that when you demonstrate some sort of memory (whether it’s a human memory or an automated memory) about a person, that person will be more likely to share more information with you and to engage with your brand. Use people’s first names. Reference their activities (like purchases). Get personable—but not intrusive.
  • Your emails are not responsive in design. More and more people are accessing email with mobile devices, and there are few things more frustrating for them than emails that don’t adjust to the size of their screens. Commit this digital crime once, and it’s likely they’ll delete future emails.
  • Your emails’ visuals are unappealing. When you take the time to infuse your emails with your visual brand identity—and to make them look appealing to the eye—you will demonstrate that you’ve invested time in your campaign (and you’ll be working to build brand awareness). You don’t have to do this alone; there are lots of templates available for the creatively challenged among us.
  • You have omitted a call to action. Your emails should not be salesy in tone. However, at the end, they should use authoritative language to direct readers to click through to your important pages. Never leave a reader hanging. There should always be a next step.
  • You’ve failed to tap into the analytics goldmine. By taking advantage of your email campaign’s analytics (reporting), you can determine what is working, what isn’t…and make the adjustments that will better your campaign. Look at open rates within particular segments, during different times of the day, with different types of subject lines. With careful study, you will zero in on the perfect formula for your brand.

As you can see, there’s plenty of room for error when initiating an email marketing campaign. The good news is that, armed with this advice, you’ll be well on your way to success.

I hope you enjoyed this article.

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