5 Common Email Marketing Mistakes (And How to Avoid Them)

If you are operating a brand or business, or you know someone who does, then you need to know this! 
As we sit in a world that is functioned through technology, the margin of competition expands automatically. Therefore, to align with all this competition implementing strategies smartly plays a crucial role. So, what do you do? 
Know that Email marketing is highly implemented across various businesses who are successful in the market today (marking it as an essential strategy for businesses). So, if you want to start with email marketing to boost your business or you are already in the middle of it, let me highlight 5 mistakes that will definitely fail you and 5 ways you can avoid them.  
Say welcome to success and goodbye to failure.  

Neglecting to Segment Your Audience 

Sending everybody the same email will for sure bring negative results: As only a few would find the content of it relevant, leading to less engagement.  

Here is why it is not right: 
Everybody has a different interest and need and so you are only:  

• Sending the right message to the wrong person.  
• Sending the wrong message to the right person.  

This way your reach won’t go as far as the trash folder. 

Avoid this now by:  

• Segment your audience with the help of behavioral data, purchase history, and demographics. 
• Make different messages for different groups. For example, send product recommendations to old customers and onboard emails to new subscribers. 
• Make use of email marketing tools like Singlepane that can make you personalized email campaigns and real-time tracking.  

Ignoring Mobile Optimization 

Let me surprise you. According to porch group media, 75% of Gmail users use smartphones to read their emails, whilst 42.3 users actually delete emails which are not mobile optimized.  
This highlight both the importance of mobile optimized emails and the adverse effects of not optimizing emails for mobile because: 

• People are quicker to delete email which are not displaying properly on their mobile phone’s screen. 
• Such unresponsive designs can lower down the image of your brand or business.  

Avoid this now by: 

• Use email templates that easily adjusts to different screen sizes.
• Ensure proper display on smaller screens by keeping subject lines short.
• Test your emails of different mobile phone devices before sending.

Overloading Emails with Content  

Let’s face the truth, people are usually running short on time, including you and me. So, coming across long emails, we find ourselves discarding them. 
Plus, emails which are stuffed with so much text and links often confuse the reader. This leads to lower engagement rates.  

Avoid this now by: 

• For each email, focus on one clear call to action (CTA). For example: if you are recommending any of your newly developed tools, then you can add “Try It for Free Now” as your call to action (CTA).  
• Keep your language and tone simple and concise.  
• Make use of bullet points and images.
• Prioritize quality over quantity of your email.  

Not Monitoring Key Metrics 

So, now that we have discovered the secret ingredients of composing the perfect email, let’s move forward to one last step—the one that will truly seal your success.  
Always keep track of your metrics: such as, open rates, click-through rate and bounce rates through email marketing tools. This will allow you to learn where and what is going wrong in your email marketing campaign.  

However, neglecting your metrics will result in: 

• Repeating the same mistakes over and over again.
• Poor performance will harm your reputation.

How to keep track of your metrics: 

• Firstly, your selective email marketing platform plays a significant role here. Thus, always go for platforms, like Singlepane which allow you to gain insights from your email campaigns and offer tracking. 
• Moreover, you can use tools like Google analytics for further tracking. 
• Use tools like google analytics to keep track of your performance 
• Make use of A/B test subject lines, email designs and CTA according to your audience type. 
• Maintain a healthy email list by removing invalid emails and monitoring bounce rates.  

Forgetting to Include a Clear Call-to-Action (CTA) 

Always remember that no matter how good the quality of your content is, a good email always stays incomplete without adding a clear call-to-action (CTA).  

• It gives the readers a proper direction, so without it most people just abandon email.  
• If your CTA conveys the message poorly that you’ll be met with the miserable consequence of reduced conversions. 

How to avoid this: 

• Use a single and well-constructed CTA. Such as, “shop now”, “learn more” or “subscribe now”. 
• Your CTA must stand out. You can do it with contrasting colors or an eye-catchy font.  
• Put your CTA above the fold so that it can be seen.   

Well, now you are ready to compose a flawless email and attract consumers in the blink of an eye; by always taking care of your audience, by keeping your emails short and mobile optimized, and tracking your metrics.   

However, let’s conclude this blog with an important note.  

While email marketing does play a mighty role in bringing success, your efforts play an even more supreme role in attaining success and growth. So, if you promise yourself to never make these 5 mistakes in your email campaigns and keep your efforts consistent then you are all set to soar in the air.  
 

To know where to start, reach out to us now!