Email marketing is still a highly regarded means of marketing and general business communication. Organizations continue to invest heavily in email marketing campaigns. This mode of communication has proven quite effective over the gained preference, especially for official use.
There are several approaches you can give to your emailing campaigns. You can do a mix of formal and informal messaging and include some comic approaches in between. The most important thing is to ensure that your email marketing campaigns resonate well with your audience. The results of your campaigns should also be measurable.
Is it also possible for one to do their marketing emails all very wrong? Oh, yes it is indeed. In this article, we delve into some common mistakes that should be avoided in email marketing at all costs.
1. Making a Wrong Beginning.
Under normal circumstances, human beings have to find a warm, friendly way of kicking off a conversation, be it on the bus, the elevator or a company AGM. Being comfortable with each other makes the conversation to flow easily, naturally and with less pressing.
The same thinking is transferred to email marketing approach. It is said that one of the highly opened and read emails is the very first emails between you and your potential client. Ensure, therefore, that you begin on a warm welcome note. Hook your reader from the beginning in a language that they will very easily resonate with.
Start by welcoming them and letting them know that you value their presence. Go on to show them that they are at the right place and make some effort to demonstrate how they will benefit by signing up on your platform.
2. Failing to Meet The Expectations of Your Audience.
The truth of the matter is that running successful email campaigns over and over is a very demanding task. It requires you to see the end right from the beginning or fail to meet the expectations of your readers. For instance, if you promise your readers that you will be sending weekly emails, it should be done without fail and don’t send them daily emails. At the same time, don’t deliver one email a month when they expect a weekly conversation.
This also applies to the quality of content that you send out to your readers. Addressing one issue at a time is a good way of engaging your audience as it filters unnecessary information and gives them something to remember going forward. Precisely, this is about making promises and keeping them or actually transcending them.
3. Not Having a Clear CTA Plan
Now that you have captured an audience, what do you want them to do after reading your emails? What is your Call To Action(CTA)? The main reason why you engage your audience is to start a conversation that can turn them into buying/paying clients. You must, therefore, provide them with options and actions to take after enticing and hooking them appropriately to and with your email copies.
Do you want them to buy from your e-commerce site? Then include a link that will lead them to the products you sell. Are you a real estate agent and you want your readers to call a sales rep? Then provide a number and official working hours.
In other words, you must give clear guidelines (in the appropriate language) as to what you want and expect your readers to do. If you don’t do this, they will not be persuaded to follow or work on any cause.
4. Being Too Informal And Unprofessional
This will literary tear down your campaign.
The online marketplace -and the web, in general, is a very delicate place. People take time before they can build trust. For this reason, anything that sends hints of unprofessionalism can have negative effects on your email marketing campaigns. This includes the language you use, your choice of color, templates, fonts and so on.
There are no written or defined standards of engagement and it all depends on who your target audience is. With this in mind, you and your team will be solely responsible for defining the kind of approach to take as far as your email campaigns go. For a youthful audience, for instance, it does no harm to use a little bit of their lingo and things they can relate to. At the same time, real-life situations can form the basis of your conversation as far as you remain within the right context professionally.
A good example would be the highly acclaimed Game of Thrones(GOT) series. For the millions of youthful and middle-aged generations that watched it, it would make a good hook if you started a conversation around it without being too informal.
5. Do Not Forget Your Mobile Phone Users
Can your emails open easily on the phone?
Statistics continue to point to a growing trend where mobile phones have become the primary way of accessing data. Going by the high number of their penetration around the globe, they have become a primary target by advertisers and marketers.
In the same thread, ensure that you tailor your email campaigns in such a way that they can be easily accessible on smartphones and smaller devices. This may require you to adjust your postcards email template builder or generally involve your technical team. Whatever it takes, ensure that your email campaigns are accessible through mobile phones. Pay attention to elements such as images so that they are condensed to formats that allow easier access.
There are lots of benefits that come with well-articulated email campaigns. However, in order to get the right results from them, you must engage your audience with competition in mind. This means that you must seal all possibilities of your competitors doing a better job than you.
A critical aspect of email campaigns is constant innovation. Try and experiment with different approaches from time to time and keep on measuring results. When done In the right way, email marketing is one of the most effective and fruitful methods of interaction. This has been proven even at a time when social media has shifted the bulk of communication.