12 blessings for email marketing

Email marketing is one way to attract regular customers and work on increasing profits. But this does not mean that absolutely any email campaign will give the desired result. Email marketing requires a certain approach and strategy, and any serious mistake can significantly affect the achievement of the goal.

When developing an email marketing strategy, mistakes are inevitable. But you can minimize them by knowing the most common ones. Mistakes often cost companies tens of thousands of dollars and hinder brand development. In this article, we will describe the most common mistakes and tell you how to avoid them.

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1. Lack of interesting offers

Most people are not willing to share their email address with strangers and organizations, because later, from the number of emails sent, the mailbox turns into a large trash can. In addition, there is a certain risk of hacking. It is another thing when something useful or pleasant is offered in return.

Interesting offers from the company create conditions for interaction with the client within the framework of an equal exchange. By subscribing to the newsletter, a person expects to receive a certain benefit. Regular offers of bonuses or gifts stimulate a person to view emails and stay in touch.

You can offer anything from a discount on a product or service to a free course or book. Don't be shy about being unconventional, be creative, and offer unique interaction options that are relevant to your brand and interesting to your target audience.

2. Savings on testing

Not all customer engagement tools work the same. A sent email does not equal getting results. Depending on the specifics of your business, some ideas will be more effective, others less. But you can only find out which methods have the greatest impact on sales by testing.

ProtestTry a few options and see which one works best with your audience.

You can test every aspect of the email, such as the time it was sent (5 minutes after customer contact, 1 hour later, or the next day), wordingthose letters, lead generation incentives, etc.

3. Lack of automation

As your customer base grows, it will be much more convenient to automate the mailing process. Email automation saves time, money, and energy.

Emails are sent to encourage a customer to take a specific action. The system triggers different types of emails when it detects a pattern in the behavior of potential customers.

For example, a customer has added an item to their cart but never completed their order. An email will be automatically sent shortly after the customer leaves their cart, reminding them that they forgot to complete their order. This reminder increases the likelihood that the customer will return and complete their purchase.

4. Unverified number of mailings

Achieving the ideal frequency of sending emails is not easy. On the one hand, you want to be consistent and send regularly so that the audience does not forget and does not lose interest in the company's products. On the other hand, you do not want to bombard subscribers with emails, provoking them to ignore or unsubscribe. You need to find a balance that will help maintain the interest of subscribers and at the same time not overload them. And here you cannot do without the good old trial and error method.

The frequency of your email newsletter depends on your brand and product offering. Some companies find it best to send emails once a week, while others get better results by sending emails more frequently. Spend an hour testing to find the best option.

5. Hard sales in every email

People don't like being pushy. It causes rejection. Your audience will tire of you if you hard sell your products in every email. You need to diversify your emails by using a soft sell strategy.

A good option would be to periodically send out emails with useful information on business topics. Sometimes you can send emails with customer reviews and stories about how your product changed their lives. This is both a captivating story and a call to action.

6. Fear of sales

The other extreme is to avoid offers to buy a product or service. People subscribe because they like the product. And it needs to be sold! Keep a balance, offer the product, but not in every letter.

7. Ignoring list segmentation

You can’t just think of an email list as a list of recipients. It’s made up of different people with unique habits, interests, needs, and stages of development.advertising funnel...Although united by love for your brand and products.

If you send the same emails to all your subscribers, it will turn out that some are simply not interested in the offer, for some it will be untimely. By targeting your emails to certain segments of consumers, you will get more response and therefore more sales.

There are many ways to segment your list. For example, based on user activity history, creating separate segments for new, one-time, repeat buyers, etc. You can ask users to specify their preferences during registration or leave the ability to edit data in their account. For example, some subscribers would like to receive notifications only about sales and promotions. Others like to learn about the arrival of new products. By asking subscribers about their preferences, you do not waste an hour on an empty mailing list and do not bombard users with offers that are irrelevant to them.

8. Lack of mobile optimization

Let's say you spent an hour creating the perfect ad campaign. Attractive design, enticing text, great promotional offer. You're ready to send. But then it turns out that the offer looks great on a mobile phone. And we remember that more than half of users access the Internet from mobile devices. That is. you lose half of your potential customers.

There are many mobile optimization strategies. We wrote more about this in ourmaterials.

9. Brand idea mismatch

It is known that consistency is of primary importance for a brand. Emails are one of the elements of interaction with the client, often the main one. Therefore, each mailing should correspond to the idea of ​​the brand: color scheme, logo, style of communication with the client.

For some companies, it will be a minimalist approach, conciseness and laconicism. For others, brightness and dynamism. Leaves should be part of the overall branding.

10. Lack of a call to action (CTA)

The essence of an ideal email marketing strategy is to increase customer engagement and sales. An email without a CTA may be interesting, aesthetically appealing, but it does not motivate the audience to take action. Well thought outcall to actionwill convince the customer to click on the link, buy the product or take another action you want. But still, remember the balance.

11. Lack of personalization

Generalized emails are a waste of time. And customers feel it. Personalized emails add a touch of trust and friendliness. "I'm here for you and I want to offer you something that will be useful to you." This includes addressing the customer by name and writing your own name instead of or along with the company name. This helps you feel like a real person is writing. And communication between people is always warmer than a universal mailing.

12. Savings on copywriting

Copywriting is the foundation of email marketing success. Visuals and offers may initially attract your audience, but only words reach the soul. Remember? In the beginning was the word. That's why it's necessary to invest in good copywriting.

You can spend an hour learning copywriting skills on your own. The internet is full of courses, both paid and free, but copywriting is an art, and sometimes it’s better to find people who are talented and knowledgeable to do it for you.

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