There’s no doubting the fact that email marketing reigns supreme over all of the various distribution channels out there. There are many studies that back up an email marketing ROI in excess of 3800%! Now that’s what I’d call profitable.
However, this truly only applies to email marketing done right. Key word: it has to be done right. Unfortunately, there’s certainly a lot of ways to do email marketing wrong. In this article, we’re going to take a look at a few common mistakes with email marketing.
1. Not Setting Expectations
The first mistake with email marketing actually starts even before a single email is sent out. And that mistake is failing to set expectations with your subscribers.
At the moment of subscription, your users should know exactly what they’re getting in for. That means that you need to tell them what the emails they receive will entail before they click submit. That will help prevent unsubscribes down the road.
2. Failing to A/B Test
Your first email that you ever send out with email marketing will likely always be your worst.
Why is that?
Because with mail marketing, you have the ability to A/B test different variations and track engagement for each. This allows you to iterate on every piece of content you put out, ensuring that the next piece is better and more engaging than the last.
3. Unprofessional Copy
The next mistake that many an email marketing strategy falls prey to is using unprofessional copy. As a business, it’s important that you maintain your reputation with the emails you send out.
That means using good spelling and grammar, appropriate imagery, and information relevant to your customers’ needs.
4. Optimizing for Desktop-Only
Nowadays, more people are checking emails on their phones than ever before. This translates into a huge need for mobile-responsive email templates. The emails you send out need to be optimized for mobile.
If you’re sending emails to customers and only optimizing the content, the headers, and the images for desktop, you can virtually kiss all of your subscribers who check their email on mobile goodbye.
5. Failing to Monitor Deliverability
Deliverability is king when it comes to email marketing. To maintain a good deliverability rate, you need to personalize emails, eliminate incorrect emails from your lists (use Email Oversight for this). If you don’t monitor email deliverability, then in the long-term you’ll ruin your domain score.
6. Not Including a CTA
Last but not least, it’s important that you include a CTA in every one of your emails. One of the principal benefits of email marketing is that your subscribers likely trust you enough to click a link or follow-up to an information request because they’ve already given you their email address.
Make full use of that benefit by including a CTA in every email.
Mistakes With Email Marketing — Fixed
Do you make these mistakes with email marketing? if so, then it’s time to iterate on and improve your strategy using the simple fixes listed above.
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