Email marketing can be an effective marketing strategy. It is a great way to connect with customers and promote your business, but there are some potential pitfalls if you go about it the wrong way. Here are four common email marketing mistakes to avoid.
Failing to Tailor the Tone to Your Audience
When it comes to email marketing, there’s no tone format that’s set in stone. Instead, just as you would take care with the way you speak to someone in person, it’s important to think about the tone of your email correspondence.
You wouldn’t want to come across as too formal or too casual depending on the demographic the emails will be addressed to. For instance, if your primary audience is the elderly residents of assisted living facilities, avoid using slang or overly technical language.
Alternatively, if your target demographic is teenagers, use slang that is informal and relatable.
Failing to Personalize
Another mistake people make when emailing is failing to personalize the email. Just as with the tone of your email, it’s important to remember that you’re emailing another human being.
Addressing the recipient by name is a small, but important, way to show that you value them as an individual.
Another way to personalize your email is to include information about the recipient. If you have their purchase history, you can use that to recommend other products they might be interested in. Or, if you know they’re attending an upcoming event, you can mention it in the email.
Failing to Not Spam
This is an especially fatal mistake to avoid. Bombarding your customers with several emails a day is a good way to be assigned to the spam folder very quickly.
It’s important to find a balance between staying in touch and becoming a nuisance. In general, it’s a good idea to stick to one email per week.
If you have multiple things you want to promote, consider sending a weekly digest that includes all of the information in one email. This way, your customers can read through everything at their leisure and decide what they’re interested in.
Failing to Test
Before you hit send on your email marketing campaign, it’s important to test the email.
This means sending a test email to yourself or a small group of people to make sure the email looks the way you want it to and that all the links work.
It’s also important to test different subject lines to see what gets the most opens. You can use an A/B testing tool to help with this.
To illustrate how A/B testing works, let’s say you want to test two subject lines for an email about a new product. You would send one email with Subject Line A to half of your list and another email with Subject Line B to the other half. You would then track which subject line got more opens and use that as your winning subject line.
Email marketing is a top marketing strategy with numerous benefits. Yet, it can be tricky to get it right. So, it’s important to avoid these common mistakes to ensure your campaign is successful.
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.