Despite some misconceptions, email marketing is alive and well. Email is actually the third most powerful referral and source of information for a B2B audience. This is behind industry-specific leader recommendations and colleague recommendations, so an email is clearly a tool that shouldn’t be overlooked.
Are you using email marketing for your own business? If so, are your campaigns successful? It’s easy to make a lot of mistakes with your email marketing. Though it seems simple, getting your emails just right for your audience takes time and skill. Here are 5 email marketing mistakes to avoid.
1. Using the Wrong Email Marketing Software
There are so many different pieces of marketing software available, how do you know which one is right for you? If you choose wrong, you might end up paying more than you should. Or worse, your campaign will fail to reach your goals from the start. How do you choose the right marketing automation software when there are so many on the market today?
First, start by understanding what you need. It’s tempting to start with the most comprehensive, expensive program that claims it does it all. At the end of the day, if you’re just starting to grow your email marketing efforts, you don’t need all of these extras that will drain your budget. Instead, focus on easy-to-use, scalable software that can grow with your company without overcharging.
2. You Don’t Grow Your Email List as a Part of Your Email Marketing Efforts
One of the trickiest parts of starting a marketing campaign via email is building your list. There are strict anti-spam laws that apply to email marketing that you have to take into consideration. You can’t add people without their consent.
The best way to grow your email list isn’t to wait until people come to you. If you did that, your list would never grow. The more proactive approach is to offer a lead magnet, or a freebie, that users can download in exchange for joining your email list. This can be anything from an online course to a discount code.
3. Boring Subject Lines
How many times have you deleted an email before even opening it? Probably more times than you can count. Boring subject lines produce boring results. A startling 50% of consumers agree the subject line alone will decide whether they open an email.
This means you need to build trust and grab attention with your subject line. This will take some trial and error. Try to be casual, informative, and engaging. For instance, instead of sending the subject “Money Saving Tips,” use “Are you saving enough this month?” This question is more engaging, and it brings the user into the situation.
4. Your Emails Aren’t Mobile-Friendly
Most people read emails on their phones nowadays. If your emails are designed with big screens in mind, this isn’t going to work. Instead, create emails that are perfect for screens of all sizes. While you can use design elements like images and graphics, ensure they don’t distract from the message. When in doubt, go with a trusted email template.
5. You Don’t Automate
Finally, failing to automate will leave you scrambling to write fresh content. You don’t have to be a slave to your email list. An automated, thought-out, structured campaign is always a smarter idea. With email automation, you create a funnel for your subscribers. When someone signs up, they receive an automated email series that nurtures them through the sales process.
It can be as simple or complicated as you want. From a series of emails leading up to a discount code to a get-to-know-you series where you build a relationship, automation works. More importantly, it helps you put your business on auto-pilot so you can focus on other forms of marketing.