Email marketing is one of the top-performing strategies for savvy businesses. The Direct Marketing Association projects that it will drive $67.8 billion in sales this year and $82.2 billion in sales by 2016. So this represents a large opportunity for you to use email marketing to grow your business. But many businesses go about it the wrong way, which causes them to lose subscribers and fail to achieve ROI. This post tells you how to avoid those mistakes.
5 Major Email Marketing Mistakes — And How to Avoid Them:
- Adding subscribers to your list without gaining their permission: When you’re trying to build your email list, it can be tricky to tell when you have permission to add someone to it. For example, is it OK to add someone who made a purchase from your store? Or is it OK to add someone who expressed an interest in your business but did not expressly ask to receive emails from you? Here’s the bottom line: you should only add people who specifically request to be on your email list. Otherwise, you’ll have a much greater chance of annoying potential customers and having your messages flagged as spam. To increase the ROI from your email marketing, send all of your subscribers a confirmation email that allows them to click a link to opt in to your list. This will result in a growing community of engaged subscribers who are more likely to make a purchase from you.
- Not identifying yourself in the “from” line: Users open messages from people and businesses they know and trust. To increase your open rates, always include your name, business name and/or the name of your newsletter in the “From” field of your messages.
- Failing to provide valuable content: Although it’s fine to promote your products or services in your emails, you don’t want every email to be a sales pitch. Your sales copy needs to be balanced with useful content that will help your subscribers see you as a trusted advisor who cares about their needs, than a pushy salesperson. This content can include “how to” articles, your latest blog posts, fun videos or personal stories that your customers will find inspiring.
- Not sending your subscribers back to your website: Some businesses make the opposite mistake of point no. 3 — they email their subscribers an excellent article but don’t ask them to take action after reading it. After you provide helpful content, be sure to include links back to your website where subscribers can check out additional content, such as blog posts, or visit a sales page on your website. This will help to drive sales from your email marketing.
- Sending messages on an irregular basis: When people subscribe to your list, they’ll expect to receive your messages at regular intervals. If the landing page for your email newsletter says that they’ll receive a message daily, send out daily messages. Otherwise, your subscribers may not recognize your next message when it lands in their inbox. This can cause you to lose subscribers or get flagged as spam.
Also remember to check your analytics whenever you send out a message. If you see a large drop in subscribers, you may be making one of these mistakes.
What about you? What mistakes do you avoid when sending out email marketing messages? Feel free to share your comments and questions below.
Want to learn more? Read our articles on email marketing.