Email Marketing – 7 Common Mistakes to Avoid
Just as with any other marketing medium, there are some very common email marketing mistakes that business owners make and which can be incredibly detrimental to their brand.
Here are seven of the most common email marketing mistakes that you should avoid:
- Sending Unsolicited Emails – you must have consumers’ consent to send them marketing emails. Doing so without consent is spam, and this will damage your brand’s reputation and impinge on customer loyalty. Sending unsolicited messages is also illegal. Make sure you have been given express or at least implied consent by each and every recipient, with all recipients having subscribed or actively provided you with their email address.
- Failure to Proofread – This is simple. Spelling, grammar, punctuation and even syntax errors make you look lazy at best and inept at worst. Always proofread and edit messages before you hit send – it shows your brand’s professionalism and attention to detail, and that there are reliable, capable people at its helm.
- Failure to Captivate – You must captivate your audience from the subject line – making them want, and even feel compelled, to read on. You need to provide high value content that is relevant and targeted to your audience. And you need to provide a clear call to action.
- Sending from a “do not reply” address – These emails are unwelcoming, uninviting, and unlikely to gather a positive response. Open rates are lower for do not reply email address senders – so make sure that you send all emails from a reply-friendly address and also provide phone numbers and links to social media profiles.
- Failure to Link to Your Website – the whole point of email marketing is to direct traffic to your website. You must provide website links in your email content. Links should take consumers to a dedicated landing page that reflects the email message content.
- Ignoring Mobile Compatibility – Today, more than half of all emails are opened on a mobile device. Your email marketing messages must be optimised for mobile or they will not be opened and read at all. Not only should content be easy to read on mobile, but actions you wish to elicit must be simple to complete on a mobile device.
- Making it Difficult to Unsubscribe – consumers need to be able to unsubscribe if they so wish. They need to be able to do so quickly and in no more than two clicks. The option to unsubscribe must be easy to find and clearly labelled on your email messages, and there should be no requirement for unsubscribers to receive a confirmation email, log into an account, or provide their email address in order to complete the subscription cancellation.
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