Five email marketing schoolboy errors
A successful email marketing campaign can be of tremendous value to business from all industries.
However, a number of marketers are making basic mistakes which are preventing their campaign from delivering the best return it possibly can. This article provides a checklist of five email marketing schoolboy errors to be avoided at all cost.
1. Boring titles
Emails with titles which don’t give a compelling reason to open it will most likely remain unopened. This may sound obvious but many companies are still sending titles such as ‘January 2011 newsletter’ or ‘January sales to begin next month’.
2. Readers can’t immediately see your copy
Many email designers like to spice up their messages using HTML, but this will have an adverse effect on readers if their inbox cannot display it properly.
3. No call-to-action
Emails sent without a purpose will not deliver any profit for a company. Have an action which you want your customers to take upon reading an email and tell them what it is, most preferably in the title.
4. Poor frequency
Research has shown that receiving too many emails is the number one reason why email users reach for an unsubscribe button. At the same time, sending messages too infrequently gives the impression that companies don’t care about their subscribers. Good email campaigns usually average around two emails a week.
5. No value
Most people subscribe to an email marketing campaign because they want it to help them. For this reason, providing an email which has no value to the customer is a massive schoolboy error.
Think what your customers are likely to want and give it to them. Stop sending messages about how well the company is doing.
When done well, email marketing is the best medium for retaining interest in a company and getting customers to reinvest into a line of products.
However, it is crucial to avoid making these basic errors which can deter people wanting to read another of your emails.