Everyone makes mistakes now and again, but if a marketing team lets bad habits dictate its approach email marketing, it will soon find that its efforts don’t yield the optimal results, or even damage its attempts to promote a positive brand image. Therefore, it’s important that teams recognize the harmful pitfalls of email marketing and actively improve upon these practices.
“Don’t rely on trickery to get clicks from mail recipients.”
To help marketers identify their own shortcomings and strengthen their campaigns with proven strategies, here are some of today’s most prevalent email marketing mistakes, and some methods they can incorporate to ensure a greater degree of success.
Focusing on the sale: Sure, marketing efforts may be driven by a desire to improve the bottom line, but far too many initiatives get caught in the trap of pushing for conversions too quickly and frequently. Only sending emails in an attempt to sell products and services is a sure way to alienate a substantial portion of any hard-earned database.
The essence of modern marketing is value creation – sharing interesting and useful material for the sake of building a connection with the consumer before launching into a sales pitch. Marketers that master this art with strong content and brand-building will surely have no problem closing the deal down the line.
Not asking for permission: Long gone are the days of invasive advertising and other interruptive marketing methods. It’s time marketers asked their audiences for permission before sending promotional emails or engaging in any type of outreach, for that matter.
“Treating people with respect is the best way to earn their attention,” said marketing guru Seth Godin, according to Tech Co. Modern consumers are happy to receive mail if they know what’s coming. Trust that customers will sign up for a list that interests them, and a simple website opt-in can work wonders for a stagnant email marketing strategy.
Using stale subject lines: It may seem like a message from email marketing 101, but one only needs to open up his or her inbox to see just how few message subject lines are truly compelling or engaging. An article from WebMarketingToday stated that most subject lines are lacking in descriptive qualities, while others are just plain boring.
In some unfortunate scenarios, subject lines can even be deceptive, using falsehoods or marketing trickery to get clicks from the user base. If marketing teams notice themselves falling into these poor habits, it may be time to revise their methods of subject line development and take a more truthful, creative approach to the process.
Failing to personalize: While marketing strategy is largely based on demographics and other generalizations, brands can only help their cause by enriching their messages with some form of personalization. Whether it’s the simple inclusion of a first name or a reference to a past purchase, customers like to feel that they are a more than just a number.
As Tech Co pointed out, a stronger segmentation strategy can help jumpstart an effort to personalize messages, leading to higher engagement and lower unsubscribe rates. A bit of investigation into the database can reveal some interesting patterns that make for compelling individual messages.
Avoiding automation: Marketing teams may take pride in their ability to manually develop email outreach campaigns, but there comes a time when a certain degree of automation is necessary to launch initiatives with greater speed, consistency and accuracy.
Brands should research various automation options that can help streamline their email marketing campaigns and leverage these services where they see fit. The extra time earned will allow them to focus on elements of brand development that require more hands-on effort.