Biggest email marketing mistakes

As part of your businesses marketing strategy, direct marketing methods, like email, can play an important role. Not only can effective email marketing target potential customers or clients who have already shown an interest in your products or services, but this can be incredibly persuasive for bringing them back to your website, and potentially increasing sales and sign ups. However, its essential to get the emails right, if you are to succeed. So what are the biggest email marketing mistakes to avoid? And how can your company be sure of success?

What are the biggest email marketing mistakes?

There are several email marketing mistakes that are frequently made by companies and businesses of all sizes. These include:

• Lack of personalisation- personalisation should not be seen as an added extra for your email content, as this should be a basic requirement. Emails without personalisation feel less relevant, less interesting, and are simply less likely to be read or acted on. Instead, addressing each customer directly immediately draws their attention and can dramatically increase not only the open rate of your emails, but the click through and then conversion ratio.
• Broken email designs- if you are sending emails out to your mailing list, you need to be sure that these will load properly with all browser types, and on all screen sizes. Too many companies are still falling onto the trap of sending emails with images that are too big or too small, and buttons that are too difficult to use. This immediately prevents the receiver of the email from clicking through to your website, because of a simple design barrier. Not only does this means that your time and effort will have been wasted, but it can also lead to a negative or poor impression of your company as a whole.
• Irrelevant content- make sure that the content you are sending to your mailing list is something worthwhile that will add value. Personalising any offers or rewards, based on previous purchases or services used can be a good way to do this, but you can also make more general changes to the content of your emails to ensure a more successful result. For example, email newsletters or updates should focus on what you can now offer for your audience, and the benefits for them, rather than how this benefits your company.
• Inappropriate regularity- sending too many emails will instantly see your content marked as spam, and removed from the inbox permanently. On the other hand, sending too few emails can be confusing for your audience as they struggle to place your brand name. You will need to determine an effective frequency or regularity for your emails and email updates.

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