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Email marketing can be a great way to connect with customers and promote your business, but it's important to avoid common mistakes. By avoiding these mistakes, you can create more successful email marketing campaigns.
Some of the most common email marketing mistakes include the following:
1. Not Making Mobile-Friendly Emails
Most email is now opened on a mobile device, so it's important to format emails in a way that is easy to read on a small screen. You will lose potential customers if your email is difficult to read on a mobile device.
2. Sending Way Too Many Emails
It's great that you're excited about your brand, but remember that your customers might not share your enthusiasm. Too many emails will quickly turn them off.
3. Using a Non-Personalised Email List
It's always best to avoid using an email list that only contains email addresses. Although a large list may seem like a good idea, it can actually have negative consequences if you don't know anything about the people you're sending the emails to. This is because you won't be able to personalise the communication.
4. Writing Long Subject Lines
The sweet spot for subject lines seems to be three words or less. This is likely because shorter subject lines are easier for recipients to scan and understand. Plus, shorter subject lines leave more room for the email's preview text, which can also influence whether or not someone opens an email.
5. Having No CTA in the Email
Make sure that your website has a call to action (CTA) so that your readers know what you want them to do. Around seventy per cent of small businesses don't include a CTA on their website, so don't miss out on this important element.
6. Overselling
Email marketing should aim to start a conversation with your recipients, not just sell them something. If you only focus on selling, you'll quickly lose your recipients' attention. Instead, focus on engaging them in a conversation and building a relationship.
7. Being Inconsistent
Keep the same style and tone as your other advertising materials when writing your marketing emails. This will help create a cohesive brand identity that your customers will recognise. If your emails sound different from everything else, they can be very unclear and turn customers away.
8. Not Email Testing
A/B testing is important for email marketers because it allows you to test different aspects of your campaign to determine which elements are most effective. It also allows you to gather data that you can use to improve your campaigns over time.
9. Not Using an ESP
Don't make the mistake of thinking you can manage your email marketing internally—it's a specialist job that's best left to the experts. An email service provider will ensure your email campaigns are delivered successfully and include features like mailing list segmentation and automated unsubscribes.
10. Not Complying with the Law
This law requires that companies include an unsubscribe option with any marketing emails they send. Additionally, the email must contain the sender's full postal address. If a company does not include these things, it will break the law.
Conclusion
Email marketing can be extremely effective, but only when done correctly. Several common mistakes can easily be avoided with little planning and forethought. By keeping these mistakes in mind, you can ensure that your email marketing campaign is as successful as possible.
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