7 Email Marketing Mistakes Even Seasoned Marketers Make
Email marketing is so easy that it is tempting to use it as a set-and-forget marketing tool. After all, if the subscriber list is large enough, almost every send will generate revenue. Marketers dealing with constantly changing technology, platforms and channels have little time to commit to a channel that works with minimal effort.
Failure to optimize email marketing strategy and execution affects customer loyalty, sales and costs. Email provides a personal, one-to-one connection between customer and company. It's a shame to lose opportunities to build relationships, increase revenue and reduce expenses by not committing the time and effort required to maximize email effectiveness.
Most of the mistakes made in email marketing have simple fixes with minimal costs. Here are seven common mistakes made by even the most experienced marketers:
1. Treating All Subscribers Alike
People choose to receive your emails for personal reasons. Some are trendsetters who want to see the latest and greatest items. Others are discount shoppers seeking the best deal. Nestled between the two are a variety of personalities looking for specific solutions to their problems. Failing to recognize the different types and create customized marketing messages for them speeds the email fatigue process and reduces sales opportunities.
2. Failing to Capitalize on Contact Opportunities
The email subscription process provides several opportunities to connect with people interested in knowing more about your business and products. Each step should be used to educate, entertain, and enlighten new subscribers. Poorly designed confirmation pages and welcome emails are lost opportunities.
3. Ignoring Deliverability Rules
The problem with this mistake is simple and obvious: Emails that don't reach recipients won't generate responses. Spam is a huge problem. According to a report by Symantec, 75 percent of global emails are spam (pdf). The tools designed to eliminate spam aren't perfect. Encouraging subscribers to whitelist your emails increases deliverability but it doesn't guarantee it. Ensuring that all emails follow deliverability rules improves chances that people will actually receive them.