Email marketing is the online reincarnation of direct marketing. It is a convenient and effective way to target quality leads. With a properly managed email list, you don’t have to guess whether your subscribers are interested in the product or service you’re offering—you already know they are. There are many things you must do to ensure successful email marketing campaigns, but here are five things you want to avoid in your email marketing strategy:
A quick search on Google for “email spam words” will provide you with lists of words and snippets of phrases which you should avoid using at all costs, lest your intended recipient’s email host interprets them as spam. If it does, it will deposit your email in the trash on behalf of your unsuspecting customer, never to be seen again.
Also, be sure that, even if your email does reach your customer, it does not give off an aura of spam to a human perspective. You can do this by quickly reminding your customer of who you are and what you do, and by minimizing gaudy graphics and advertisements in the body of the email.
Include an opt-out link at the very bottom of every email. If a customer unsubscribes, don’t despair – your email list should ideally be reserved for your most loyal fans. A small but loyal fan base will always produce higher revenues than a list of thousands of uninterested, or worse, resentful recipients.
Remember that many of your customers are already subscribed to several other newsletters, most of which they probably ignore after receiving the same old advertisements time after time. Sending out several emails every week or even every month is a sure way to irritate your customers and cause them to unsubscribe in a hurry, particularly if they happen to be filled with pushy sales pitches.
Take the time to provide value to your customers in every newsletter you send, directing them to new resources and quality information. In this way, you will make your business valuable to your customers before they place an order, while establishing your position as an industry expert.
Always make sure your emails are optimized for mobile users. The upward trend of mobile device usage for viewing emails, coupled with the increasing number of mobile-friendly websites, makes this strategy something you can’t afford to ignore.
People evaluate the credibility of a business based on presentation. If your subject line is unclear or your email contains spelling errors, it may cause people to question the value of your offer. Also, before you send your emails, make sure they are free of broken links and include a clear call-to-action explaining what action the reader should take next.
By avoiding these email marketing mistakes, you can safeguard yourself against unnecessary unsubscriptions, and when the time comes to plan an email campaign for your business, you will see an increase in both the open and response rate. Learn more on how to market your business and build your brand with these Smart Ways to Improve Inbound Marketing for Your Small Business.
Topics: Inbound Marketing