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Email marketing remains a bulwark of reliability when it comes to getting a great ROI. The low-cost, high-reward marketing channel helps you stay engaged with consumers while welcoming new subscribers into the fold.
But that doesn’t mean that the road to email marketing success doesn’t involve a few challenges. In fact, the ease of use when it comes to email marketing can cause some to get complacent and commit wholly avoidable errors. Here are some of the potholes you’ll want to avoid while cruising through your email marketing strategy.
1. Emailing Everybody
At once. Don’t email every one of your subscribers at once. One of the greatest features of an email marketing platform is the ability to target your outbound email to specific audience groups. By segmenting your emails to match different demographics of subscribers, you can create more relevant email messages and do a better job making your pitch.
2. The Obscure Unsubscribe
If somebody is no longer interested in receiving your emails that truly is unfortunate, but it’s highly unlikely that making it harder to unsubscribe will somehow 180° that person into an engaged customer. What is almost certain is that if they can’t find your “Unsubscribe” button you’ll be swiftly branded as “Spam.” That is quite a bit worse than having one less subscriber. If people want to opt out, it’s best you let them do so through a clearly marked exit.
3. Forgetting About Phones
A majority of emails are opened up on mobile phones or tablets rather than traditional computers. If you aren’t making sure that your emails will look just as good, if not better, on mobile devices then you are putting yourself at a major disadvantage.
4. Waiting for Perfection
Some fall into the trap of trying to hit a certain number of subscribers before launching a campaign. In this OptInMonster piece, email marketer Jeff Cox says “The worst mistake I’ve ever made with email marketing was putting off sending a new type of email campaign until I had ‘enough’ subscribers signed up for this particular list.”
5. Missing the Mark
Consider your goal for every single email that goes out—you never want to send an email that doesn’t end with a specific desired result. Make sure that your Call-to-Action is as can’t-miss as the sun in the sky.
6. The Overloaded List
Yes, you want as many subscribers as possible. But you also want those subscribers to be engaged, or at least have some level of interest in your material. A massive email list of individuals who have deleted or ignored every email for the past year is not going to be very helpful. Trim up your list from time to time and eliminate those who haven’t opened your emails in over a year.
7. Sales Clichés
Avoid tired subject lines or sales-heavy emails. Don’t blab about your company—turn the focus on your subscribers. How are you going to help them? By making your emails more of a conversation and less of a sales you will increase your chances of conversion.