Study has shown that the ROI (return on investment) for every $1 invested in email marketing can be up to $40.
This shows how extremely useful email marketing is to your business and why you need to get it right.
Some of the things you can achieve with proper planned email marketing are:
- Deliver targeted messages to your audience.
- Promote your products and services.
- Inform customers on latest industry trends.
- Drive promotions and offers.
- And a lot more.
With that being said, let us look at how email marketing can go wrong.
Not Having A Clear and Defined Plan:
Like any other types of marketing, email marketing needs proper planning. You need to have a goal you want to achieve in my mind and target your marketing towards that fulfilling that goal.
Going in without a plan is just a blind man walking on a street with no help; he has no direction.
By doing so, you are not able to design your message properly, thereby sending mixed messages to your customers which could get them confused.
With your goal in mind, you know what to say and how to say it in order to achieve the desired result. Planning should take up to 50% of your email marketing process, this will help you define and design your content the right way.
Excluding A Call to Action:
Like the name implies, it designed to prompt an immediate response or encourage an immediate sale.
The purpose of an email marketing campaign determines the call to action you include in your emails. If you want your readers to know more about your product or service, read the latest blog post, make a purchase, whatever it is, put it there.
For instance, you send an exempt of your latest blog post to your audience, they find it interesting but there is no call to action to continue reading. This doesn’t speak well of you as an email marketer.
Keep in mind that calls to actions do not need to be forceful. Make them stand out just like ‘Continue reading’ with the blue background in the image above.
Only Sending Discounts and Promotions:
The purpose of email marketing is not only to promote your products and services, but to also communicate with your audience. You want inform them of the latest industry trends, how to utilize your products maximally, etc.
Sending out promotional emails all the time will eventually turn off your audience, which I am sure you don’t want.
A good place to start is by adding value to them first, making them see the need for your products, then include your promotions. For instance, we make our audience see the need to take their business online, then, we include our promotional offer of getting a free .com domain when they purchase our starter plan.
Not Categorizing Subscriber Lists:
The essence of an effective communication is simply to provide meaningful information to your audience and get them to take action.
You are able to communicate appropriate when you know the kind of content a specific part of your audience needs.
For instance, if you have an eCommerce store that has everything from cameras, clothing, accessories, to makeup. You send out a generic email that has to do with the different types of lighting. Chances are that only the photographers and makeup artists on your mailing list will that content helpful. So what happens to the rest?
Categorizing lists into smaller parts allows you send relevant information to your audience. It could be a long and stressful process. However, with email marketing software, you can get it done.
Boring Subject Lines:
According to Convince&Convert, 35% of email recipients open email based on the subject line alone. This shows how important your subject line is.
It should be good enough to grab your attention. This is not to say you should rely on click bait all the time (if not done properly, it could get your audience disappointed and annoyed).
Keep your subject line simple, short and personal.
Using a Generic Email Account:
Did you do an email marketing campaign recently and you had low open rates? This could be why. Studies have shown that personalized promotional emails result to 29% higher open rates.
Using a generic email account to send out emails to your audience already flunks the purpose of communication. While email marketing is meant to be engaging, informative and persuasive, using a generic email account, like noreply address means your brand doesn’t want to hear from their audience. This portrays your brand in a bad light, which isn’t good for business.
Bad Email Designs:
Before sending out emails, you need to check how it appears on all devices and across all email providers like Yahoo, Outlook, and more. You also want to look out for typos, broken links, and more.
This is because a bad email design may come across to your audience that your organization do not pay attention to details.
Email marketing software help you test what your design and content will look like on devices and apps.
Sending Too Many Emails:
Frequency also matters a lot when it comes to email marketing campaigns. And it is very easy to go wrong with this.
Sending too many emails to your audience may repel your audience even to the point of unsubscribing, especially when you send them too many irrelevant content. On the other hand, sending too few emails may cause your audience to gradually lose interest in your brand. It could get to a point where they forgot what you really do. This sounds exaggerated, right? But it can happen.
It takes time to determine the frequency that is best to send out emails to your audience. You could also look into your past emails and review the ones that perform best. Identify why they performed well and you could use the insight to create new trails.
This leads to the next point:
Failure to Analyze Email Marketing Data:
It is not enough to send out beautiful looking emails with impeccable content without monitoring how they performed. You want to look at the delivery rate to open rate. This data you gather every campaign will determine the route to go for the of your emails to your audience.