One of the main concerns for new business is attracting new customers. Customers are a business’ lifeblood, without customers, there can be no business. They are what keeps your business afloat and what leads to new growth. There are many different ways to market your business digitally that can lead to attracting new customers.
With the influx of businesses taking advantage of digital marketing, there is one method that has both fallen by the wayside and seen as not as effective as other methods. Email marketing is still a valuable tool in the digital marketing belt. Running email marketing campaigns through newsletters, targeted emails, and more is still a way to brand your business and grow in the form of new customers. However, there are still some mistakes being made. This is understandable as email marketing still has some kinks haven’t been worked out yet. To ensure that email efforts are the best that they can be, we’ve put together a list of 5 mistakes to avoid when running an email marketing campaign.
1. Not Testing Them
One common mistake that businesses run into is sending out their emails without actually testing them. In order to make sure your emails are working properly on all channels
and spot any weaknesses and fix them, there are steps that you can take. You can test your emails by testing a message on the most popular email clients (Hotmail, Gmail, Yahoo, etc.) You also want to make sure links work; images are loaded and there are no grammar and spelling mistakes.
2. Keeping Contacts That Aren’t Engaged
Many business owners think that having a large list of emails is going to make their campaigns work perfectly. However, if your email list is artificially inflated with inactive
emails, then you may want to take a deep look at your list. This means removing any contacts who haven't been reading your emails or shown an interest in your business.
Furthermore, you'll want to segment out subscribers who haven't opened your emails for the past few months or a year and ask them to opt-in again before keeping them
on your list.
3. No Clear Call-to-Action
Emails need a call to action. Without a clear call to action, you're leaving it up to your audience to figure out what you want them to do. Focus on your email's text, images,
and design in order to steer your readers towards the main goal of your campaign. Then, before you send the email, make sure your call to action is clear, enticing, and points
the reader to the outcome you desire.
4. Not Optimizing for Mobile
One of the most important things to keep in mind is that we live in a mobile world now. Too often we’ve seen business after business having great email marketing campaigns but completely ignoring tailoring to a mobile experience. If you aren’t functioning with a mobile-first strategy, you are alienating more than half of your potential audience. Ensuring that your emails are mobile-optimized is a vital aspect of reaching your target audience and gaining conversions. One great way to take care of this is using a responsive email template to craft your campaigns. Most of these templates have mobile-friendly versions of the emails you are crafting.
5. Sending Them Too Often
Now, in order for your campaigns to be successful, you may think sending your emails frequently is a good idea. However, spamming people with emails is a surefire way to
turn them away from your business and damage and chances of them subscribing and converting in the future. Sending emails once a month is a good rule of thumb for scheduling out your email campaigns. Respect your customers' time and ensure that you're only sending quality content in a way that isn't frustrating or disruptive to their normal inbox experience.
Email marketing can be extremely beneficial to your business’ overall success. There are some mistakes that can be made when running your campaigns, but that’s okay. Hopefully, this blog can help you to avoid some of these pitfalls and start your campaign off on the right foot.